Prism 7Case StudiesHoliday Inn // SEO and Website Optimisation

Holiday Inn // SEO and Website Optimisation


YoY Increased Organic Traffic


Increased Website Traffic


Keywords Ranked 1-20 in Google

About Holiday Inn London

An independent Holiday Inn London hotel, part of the InterContinental Hotels Group (IHG®), with over 300 bedrooms, meeting rooms for business and a banqueting suite catering for up to 500 people.

Business Challenges

The hotel’s website traffic had been steadily falling for the last 12 months and reached an all-time low compared to traffic seen in previous years. Organic search was the main source of inbound traffic to the website. Holiday Inn London hotel had to:

  • Reverse substantial decline in web and organic traffic
  • Improve search engine rankings and performance
  • Improve user experience and engagement

How Prism 7 helped

We completed an SEO audit, keyword research, extensive competitor research and benchmarking. We reviewed their Google Analytics data and identified keywords associated with high value events. The website content was restructured, missing attributes important for SEO ranking introduced and completed other On-Page SEO improvements.

Project outcomes

At the end of 90 days the hotels organic traffic had increased by 319% for the same period year on year and total website traffic had increased by 172% year on year. For the first time ever the independent Holiday Inn hotel was appearing, on the first and second page of Google search page result pages for non-branded, highly competitive keywords:

  • 7 target keywords ranked 1-10, previously 2
  • 27 target keywords ranked 11-20, previously 4
  • 13 target keywords ranked with 21-50, previously 5


“In a short period we saw really good results from Prism 7’s SEO project. Their social media management ensured our digital presence was engaging and effective for our goals.”

Organic Traffic YoY

  • 2013
  • 2014

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