Independent Property - Website Optimization

Background: When this Park Avenue hotel in New York City decided it was time to generate more revenues through Internet bookings, the hotel turned to HeBS for strategic advice.

Actions: Based on its proprietary three-step methodology and as part of the Direct Web Distribution Strategy for the hotel, HeBS audited the hotel website and developed the blueprints for website optimization. Actions included:

1. New domain name strategy, website structure, new 3-tier navigation map, new copy with target keywords for the Home Page and all Main Pages, new page titles, meta tags and description tags.
2. Helped client solicit bids from various web developers to implement the blueprint and choose the right developer.
3. HeBS website optimization blueprint served as the web designer’s guidelines. Web developer quickly and inexpensively re-designed the website based on HeBS' blueprints.

Results: Once website was optimized, HeBS performed a comprehensive Search Engine Strategy, including registration of the website with 1550 search engines, travel and hospitality portals, directories and indices, and priority registration with the top 10 search engines and subscription with automated monthly URL re-submission service. As a result website positioning with the search engines improved dramatically and direct Web bookings increase several fold within 4 months.