Client Overview
Business: Best Western Plus Richmond
Location: Richmond, Indiana
Industry: Hospitality / Hotel & Lodging
Best Western Plus Richmond serves travelers, families, and business guests visiting Richmond and Wayne County. While the hotel already had brand recognition, the challenge was standing out locally in a competitive hotel market and converting online visibility into direct bookings.
The Challenge
1️⃣ Local Visibility in a Competitive Market
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High competition from other hotels in Richmond
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Need to improve local search presence
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Opportunity to drive more direct interactions and phone calls
2️⃣ Engagement & Conversion
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Limited local engagement beyond basic listings
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Opportunity to increase booking clicks and direct inquiries
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Underutilized content for modern search platforms, including AI-driven search engines
Our Strategy
We implemented a local SEO and digital engagement strategy designed specifically for the hospitality industry.
📍 Step 1: Local SEO Optimization
We strengthened the hotel’s local presence by:
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Optimizing local visibility signals
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Improving discoverability in Richmond hotel searches
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Aligning content with traveler search intent
This positioned Best Western Plus Richmond more prominently when users searched for hotels in the area.
📱 Step 2: Social Media & Local Engagement
We increased engagement through:
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Consistent social media activity
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Locally relevant content
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Community-focused posts and promotions
This resulted in more interactions, shares, and visibility within the Richmond area.
🌐 Step 3: Website Optimization for Search & AI Discovery
We optimized the hotel’s website to:
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Improve clarity and structure for users
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Increase conversion opportunities
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Make content easier for AI-powered search engines to understand and surface
This ensured the website itself became a strong source for both traditional and AI-driven search discovery.
📊 Step 4: Tracking Performance & Monthly Optimization
We monitored:
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Phone calls
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Booking clicks
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Website interactions
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Ongoing engagement metrics
This data allowed us to refine strategies monthly for continuous improvement.
The Results
📞 Increased Phone Calls
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More direct calls from local and traveling guests
🏨 Booking Growth
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Monthly booking clicks increased from 40+ to over 100+
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Strong upward trend in direct booking interactions
📍 Local Visibility
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Improved presence in Richmond hotel searches
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Increased exposure within the local hospitality market
📱 Social Media Growth
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Higher engagement
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More local interactions and awareness
🤖 AI Search Visibility
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Website content is now effectively scraped and surfaced by AI-powered search engines, expanding discoverability beyond traditional search results
Why This Worked
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Local SEO tailored to hospitality search behavior
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Website optimization focused on clarity and conversions
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Consistent engagement across platforms
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Monthly tracking and data-driven refinements
This approach helped turn online visibility into real bookings.
Ongoing Growth
Instant SEO continues to support Best Western Plus Richmond with:
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Monthly optimization
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Visibility tracking
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Booking-focused improvements
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Content updates aligned with search trends
Want Similar Results for Your Business?
If you’re in hospitality — or any local industry — and want more calls, visibility, and bookings:
👉 Book a free SEO strategy call and let’s talk growth.
