Novotel

To meet these goals, we utilised an SEO strategy to capture stronger market share, visibility and performance.

This began with a thorough keyword strategy focusing on search intent aligned to hotels both at the airport as well as the surrounding area.

This was followed by a thorough technical audit and subsequent optimisations to set a strong foundation for the campaign.

As the campaign progressed and met the more immediate needs of hotel occupancy, it was expanded to support other key services and offerings, specifically:

• Wedding function and venue terms.
• Hospitality offerings including restaurant, cafe and bar.
• Funeral and wake location terms.
• Conferences, events and meeting rooms.

In addition, we developed a content strategy to support ‘Melbourne as destination’ content topics, supporting both top-of-funnel search intent as well as the topical authority of core/target terms.

This was consistently supported by a link acquisition strategy focused on quality and contextuality from domains in the travel sector.

Our approach and strong partnership with the Novotel Melbourne Airport team have seen consistent growth and visibility across organic search. We look forward to driving this further through continued collaboration.