Return is... Improving online visibility while removing a damaging penalty
Clink Hostels is a small chain of European hostels now firmly established in the high standard, boutique accommodation market: It is a family run business known for offering quirky, friendly, award-winning budget accommodation in London.
Operating in the highly competitive online travel sector, Clink Hostels' primary goals were familiar: to improve the brand's online presence with creative content campaigns, at the same time as maximising their return from digital through increased website traffic and more effective site conversion.
We did all this and more, including the removal of a “ball and chain” that was significantly hindering the brand's online progress...
Return on Digital implemented a digital marketing strategy with an integrated mix of Organic Search, Paid Search and Online PR.
Our specialist teams found that the Clink Hostels website was not performing to its full potential as a result of a legacy Google penalty, unbeknown to the client, one likely to have been enforced from links obtained with a previous agency; a penalty that was drastically affecting traffic and revenue.
Our Organic Search and Online PR teams successfully removed the damaging links from ALL the client's multi-lingual sites, a challenge in itself. As a result, the penalty was revoked by Google resulting in a 15% increase in web traffic and 22% increase in revenue.
Alongside this, a proactive targeted Paid Search campaign was executed using top converting keywords. This allowed Clink Hostels to lower the cost per click on ad spend, and avoid any commission costs, which would have otherwise been taken from affiliate sites, as is the case for some of their competitors.
Pulling together data from both these ongoing campaigns as well as offline data, we were able to understand the client's exact demographic to run effective content marketing campaigns. One of these included our unique ‘Stay and Play' campaign – giving musicians a FREE one night ‘Stay' in the nation's capital in return for them ‘Playing' at the hostel.
As a result of our integrated strategy, through substantial promotion on relevant travel and music sources, we promoted the offer and built brand awareness for the client.
22.2% increase in revenue
4.2% increase in conversion rate from 3.98% to 8.1%
15% increase in web traffic
Increase in search engine visibility
Google penalty successfully removed
The Client's own words...
"Return on Digital has fully surpassed our expectations and the numbers speak for themselves. We were originally unaware of any Google penalty, so when we saw the results of that problem being identified and solved, we knew the project was in good hands.
We are thrilled with the contribution the team has made to our increasing revenue, and are now looking into doubling our digital marketing budget over the next year based on the success of the integrated campaigns."
Sales and Marketing Manager,
To find out how we can help improve your return on digital call 0845 485 7126