The Story
The Cat Hotel is a leading boarding cattery in Johannesburg, South Africa. It is an owner-managed boutique hotel. Recognising the need for a centrally located haven for owners to leave their cats when travelling, moving or renovating, Moira established The Cat Hotel. Although growing demand has seen the facility grow, the core focus on personalised care has remained the same.
The Strategy
Step 1 - Keyword and Competitor Research
Most of the Cat Hotel's business is secured through word-of-mouth and referrals, and although the website ranked well for certain keywords, there are many keywords where the website ranks poorly relative to peers. Keyword research identified a broader range of keywords that could be used in a more aggressive content and adwords strategy.
Step 2 - Google Business Profile Optimization
The Cat Hotel already had a GBP profile with a large number of reviews, but had only replied to a small portion of these reviews. Replying to every review is important and this interaction with your clients can also benefit SEO. There are many optimisations that can be done to a GBP listing, which will improve a businesses SEO.
Step 3 - Content assets to enhance the client's expertise and authority
The Cat Hotel's blog had not been updated for many years. It would be better to have no blog, than have a blog that is not regularly updated. Similalry, the gallery had not been updated in years. Having up-to-date content that is regulalry changed is important for SEO. Since the Cat Hotel regulalry provided pictures to owners, the hotel had a large library of assets. We put these into a significantly expanded gallery and added sections covering the various activities at the hotel.
Step 4 - Developement of an online booking and Management Platform
Destiny Digital worked with the Cat Hotel to develope a pet hotel management software, Petwyse Software. This software can manage all aspects of a pet hotel's business, streamlining operations so that owners can focus on what they do best, caring for their guests.
Step 5 - Roll out of a limited paid advertising compaigne via both Adwords and Facebook
The Cat Hotel did not make use of either Google Adwords or Facebook advertising to enhance its brand awareness. Even for a business that has good business volumes, Facebook's matching audience feature is particulalry useful to grow a larger client base that is similar to your best customers. Even securing a few client through a Google Adwords listing, will pay for the costs of maintaining a top 3 position in search results.
Moira Greeff
-founder-
Destiny Digital's petwyse Booking System has been a game changer for us. We previously used a boutique hotel software that was not geared for pets and this software has been custom designed for a pet hotel, especially one that has multiple accommodation types. Destiny Digital has also redesigned our website, ensuring that it looks as good on a moble as a desktop and has also implemented a social media strategy. Although we have lots of content, we just couldn't seem to find the time to manage regular posting and keeping our Google Busines Profile updated. This has meant more time with our guests and happier customers. We have no hesitation in recommending Destiny Digital's services.