Situated near two Marine Corps bases in Jacksonville, North Carolina, the Fairfield Inn & Suites Jacksonville (not to be confused with Florida’s version of the same name), little-known Jacksonville, NC is the fourteenth-largest city in North Carolina and features an abundance of outdoor activities, especially those on water.
The Fairfield Inn & Suites Jacksonville has a very targeted audience, given their proximity to two military bases, and they wanted to ensure that their search presence reflected that audience targeting. Our challenge was to design and implement an SEO strategy to ensure the property’s strong presence for applicable keyword phrases, while also outperforming the identified competition set.
O’Rourke worked closely with the Fairfield Inn & Suites Jacksonville’s property team to better understand the hotel’s demographic, location targeting, and other factors, in order to build a keyword strategy based on precisely targeted keywords. Throughout the process, we stayed in close contact with the property team to ensure that their revised content met both O’Rourke’s identified SEO and keyword goals, and also the hotel’s brand standards.
Results were impressive: The hotel’s updated target keywords, properly implemented throughout the property’s assets, resulted in a 70% increase in keyword visibility – a steep jump in the number and quality of search engine clicks, and a significant boost to the hotel’s relative share of search engine traffic.