This quirky ‘budgetique’ hotel, already a firm favourite of Liverpudlians across the city, was being pretty much ignored by the rest of the country. Thankfully, they got in touch with us, and we resolved the issue for them.
Heywood House had got it going on. Slick furnishings, elegance and a good location. So why the heck wasn’t it getting the business? The ListenMore team started doing some digging to find out the source of the problem. It was as we suspected – Heywood House had virtually no online visibility. They didn’t even show up under a search for their own name, ‘Heywood House Hotel’… ouch!
Getting to work
Firstly, we sat down with the guys from Heywood House and worked out what their goals were. Then, we started focusing on building a comprehensive SEO strategy. A look at their link profile was setting off alarm-bells, and their statistics showed us that traffic to the site had been dwindling since the start of 2013.
This significant drop spelt out loud and clear that, at some point, they’d been hit by a Google penalty. Armed with this helpful clue to the problem, we started exploring the site itself, trying to work out exactly what they’d done to make Google upset. Believe us, you never want to make Google upset!
We got on our detective hats and started examining the case. Then finally, we got to the bottom of it – the culprits were low-quality links. Man, Google hates those! Turns out that Heywood House had worked with an SEO company before us, who had left them with a legacy of damaging links, which were having a terrible effect on their search engine ranking.
So we set about tidying things up for them. We started pruning back those nasty low-quality links, and substituting them for some seriously good, authority links instead. And what do you know, in a matter of months, Heywood House’s Google results were looking healthy again, and traffic to the site started to pick up once more.
Many SEO experts are reputable, but there are still the odious few who use what we call ‘black hat’ techniques to slink quickly up Google’s rankings – only to come tumbling back down again swiftly when Google lands the site with a penalty.
We really enjoyed getting to the bottom of Heywood House’s mysterious SEO issues, and it was rewarding to get them right back to good visibility online, where they belonged. They’re too good a hotel to be hidden back on page 4 or 5 of Google!