Contents

• Objective
• Business Analysis

• Business Overview
• Current Website Stats / Digital Presence

• SEO Audit

• Technical SEO Audit
• On-Page SEO Audit
• Off-Page SEO Audit
• Local SEO Audit

• Keyword Research

• Competitor Analysis
• Takeaways from Competitors
• SWOT Analysis
• Priority Based Action Plan
• Blogs/Landing Page
• Backlink Building Plans
• Monthly SEO Roadmap(1 Month)
• Funnel Strategy
• Sleeping Bear Hotel- Funnel Strategy

• SEO Solutions Strategy

• Current Keyword Rankings
• Keyword Gap Analysis
• Keyword Mapping
• Keyword Clustering

• Demographic Details
• Google Search Ads Campaign
• Google Display Ads Campaign
• Ads Structure
• Tracking Plan / UTM Parameters

• Google Ads Plan

• Audience Research and Targeting
• Meta Leads Campaign
• Meta Traffic Campaign
• Ads’s Structure
• KPI’s to Monitor

• Meta Ads Strategy

• Platform Specific Targeting
• Content Bucket
• Sleeping Bear Hotel July Calender
• Growth Hacks

• Organic SMO Strategy

• Suggestions for Improvements

Objective

• Conduct a Comprehensive SEO Audit.
• Optimize On-Page SEO for Search Visibility.
• Perform Keyword Research & Content Gap Analysis.
• Build an Off-Page SEO Strategy.
• Enhance local visibility
• Develop and Optimize Google Ads Campaigns.
• Create and Run Meta Ads Campaigns (Facebook & Instagram).
• Enhance Organic Social Media Presence (SMO).
• Generate Leads and Brand Awareness.
• Drive Social Media Engagement (Like, Share & Follow)

Business Analysis

01

Business Overview

• Brand: Sleeping Bear Hotel is an affordable hotel located in Dorchester, U.K. It focuses on providing relax, authentic stays near historic buildings with modern comforts. It targets people who are travelers or want to organize events.
• Unique Selling Point(USP): Its USP’s lies in delivering self check-in, dog friendly, disturb free rooms for working professionals, fast wi-fi, free tea and coffee in guest lounge and avail everything within a walking distance.
• Niche: It belongs to niche like hospitality, travel & tourism and hotel accommodation.
• Online Presence: The brand has a website along with its presence in social media platforms like Facebook and Instagram. It also has its presence in business listing sites.

Current Website Stats / Digital Presence

• Website: The website is live and accessible. It has 2000 monthly organic traffic.
• Social Media: It has its page on Facebook and Instagram but with few engagement, 2 likes and 5 followers on facebook and 4 followers on Instagram, that need to enhanced.
• Business Listings: GMB profile is present, also it has been listed in many top business listing sites with guest reviews.
• SEO Visibility: Though it has a good SEO presence within Dorchester, but with time we need to keep on optimising to maintain our position. Also it has 589 backlinks created.

SEO Audit

02

Technical SEO Audit

On-Page SEO Audit

Off-Page SEO Audit

Some referring domains are:

• https://support.couponler.com/business/pages/sleeping-bear-hotels
• https://bizidex.com/en/sleeping-bear-hotels-hotels-613790
• https://www.webwiki.co.uk/sleepingbearhotels.com
• https://www.ratedtrips.com/hotels/england/dorset/dorchester/sleeping-bear-hotel-dt11up
• https://www.find-us-here.com/businesses/Sleeping-Bear-Hotels-Dorchester-Dorset-United-Kingdom/34171752/
• https://discoverdorchester.co.uk/place/sleeping-bear-hotel/
• https://www.travelweekly.com/Hotels/Dorchester-England/The-Sleeping-Bear-Hotel-Dorchester-p59851634

Local SEO Audit

• GMB profile present for Sleeping Bear Hotels

Keyword Strategy

03

Current Keyword Rankings

• There is total 496 keywords ranking organically.

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Keyword Gaps Analysis

• All competitor are using their brand name keywords and local keywords

Keyword Mapping

Keywords Clustering

SEO Solutions Strategy

04

Competitors Analysis

Takeaways from Competitors

• Offer a sleep satisfaction guarantee to build guest trust
• Add family and pet-friendly packages with clear benefits
• Introduce easy mobile or self-check-in options
• Use brand specific keywords
• Use local food and drinks to create a unique dining experience
• Offer seasonal deals like afternoon teas or weekend getaways
• Share your brand story clearly on the website
• Promote your location’s closeness to top attractions and transport
• Use real guest reviews and photos to build trust
• Make the website responsive and mobile-friendly for easy to book
• Make the website UI/UX and landing pages more attractive
• Add a helpful FAQ section for guest questions
• Creating quality blogs
• Run seasonal promotions during holidays and off-peak times
• Use strong CTA’s
• Add about us, terms & conditions and privacy & policy

SWOT Analysis

Priority Based Action Plan

• Optimize page speed
• Keep the meta title under 60 character and description under 160 characters for all pages
• Use the primary keywords in title, description and URL for better ranking
• Before creating backlinks check the websites DA and Spam
• Many backlinks have been lost, so remove those backlinks from that domain using Google Disavow tool
• If any changes made immediately apply for indexing in Google Search Console
• Review sitemap.xml and robots.txt, submit updated sitemap to Google Search Console

High Prority :

• Do content optimization by using high volume and low competition keywords
• Add more blogs with internal linking
• Add Breadcrumbs Schema
• Enhance website UI/UX

Low Prority :

Blogs/Landing Page

Backlink Building Plan

• Identify guest posting sites using queries like:

"travel blog" + "write for us”

"dorset travel blog" + "guest post”

"travel blog uk" + "guest post”

"uk hotels blog" + "guest article submission”

• Identify competitors backlink building strategies, from where they are getting their backlinks
• Use business listing sites like GMB, TripAdvisor, Booking.com etc. to list hotel and also ensure the Name, Address and Phone Number are same in all the platforms
• Identify directories like hospitality or tourism and create backlinks
• Use press release to announce some special promotions
• Use social media platforms to promote the hotel
• Participate in online discussion forums like Quora and Reddit
• For every month publish 5 directories, 2 guest posts and 1 press release(if possible)

Monthly SEO Roadmap (1 month)

Funnel Strategy

TOFU

Awareness Stage

TOFU

Awareness Stage

(Informational and Location Based Keywords)

MOFU

Consideration Stage

(Commercial Keywords)

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BOFU

Conversion Stage

(Transactional and Navigational Keywords)

Drive Traffic

Engage with audience and generate enquiries

Convince customer to purchase

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Sleeping Bear Hotel – Funnel Strategy

Google Ads Plan

04

Demographic Details

• Audience Segment :

Detailed Demographic: In a relationship, Married, Single

Affinity: Travel, Business Travellers, Family Holidayers

In Market : Travel

• Gender : Male, Female
• Age : 25-65
• Devices : Show on all devices
• Country : U.K
• Start and End Date : 1Jul 2025 – 31Jul 2025

Google Search Ads Campaign

• Campaign Objective: Leads
• Campaign Type: Search
• Campaign Name: Sleeping Bear Hotel Search Lead
• Bidding Strategy: Maximise Conversion
• Budget : Rs.1000 per day
• Ad Group 1 : Hotel in Dorchester

Keywords : “hotels in Dorchester”, “hotels near Dorchester”, “places to stay in Dorchester”, “best hotel in dorset”

• Ad Group 2 : Near Jurassic Coast

Keywords : “hotel near jurassic coast”, “places to stay near jurassic coast”, “accommodation near jurassic coast”, “best hotels near jurassic coast”

• Headlines : Best Place to Stay in Dorset - Clean & Modern Rooms - Book Your Stay Now
• Description : Simple, modern rooms with essential comforts – ideal for short or long stays. Best hotel in Dorchester. Affordable rates. Book your stay online now.
• Sitelinks : Blog Centre, Browse Rooms, Contact Us
• Callouts : Flexible Check-in, Free Wi-Fi in All Rooms and Dog Friendly
• Calls : 01305 262660
• Structured Snippets : Featured Hotels: Superior Room, Standard Double/Twin Room and Cabin Room and Service catalog: Fast WiFi, Free tea and Coffee and self-check in/ check out

Google Display Ads Campaign

• Campaign Objective: Leads
• Campaign Type: Display
• Campaign Name: Sleeping Bear Hotel Display Lead
• Bidding Strategy: Maximise Conversion
• Budget : Rs.600 per day
• Ad Group 1 : Hotel in Dorchester

Keywords : hotels in dorchester, hotels near dorchester, places to stay in dorchester, best hotel in dorset

• Ad Group 2 : Near Jurassic Coast

Keywords : hotel near jurassic coast, places to stay near jurassic coast, accommodation near jurassic coast, best hotels near jurassic coast

• Headlines : Hotel Rooms in Dorchester
• Long Headline : Stay Near Dorchester's Top Attractions – Book Your Room Today
• Description : Hotel near Dorchester station & top attractions – ideal for tourists. Book Now.
• Call to Action Text : Book Now

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Ads Structure

Tracking Plan

• For the entire campaign we will be tracking the following KPI’s

• Cost Per Click (CPC)
• Return on Ad Spend (RoAS)
• Cost Per Mille (CPM)
• Click Through Rate (CTR)
• Cost Per Lead (CPL)
• Cost Per Conversion
• Clicks
• Impression
• Conversion Value
• View
• Search Impression Share

UTM Parameters

• Search Campaign: https://sleepingbearhotels.com/?utm_source=Google&utm_medium=Lead&utm_campaign=Sleeping+Bear+Lead+Form&utm_id=281497631515691

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• Display Campaign: https://sleepingbearhotels.com/?utm_source=Google&utm_medium=Lead&utm_campaign=Sleeping+Bear+Lead+Form&utm_id=281497622125420

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Meta Ads Strategy

05

Audience Research and Targeting

• Location : UK
• Ad Date : 1Jul 2025 – 31Jul 2025 (12:30 IST)
• Daily Budget : Rs.1000
• Age : 25 – 64
• Gender : All
• Detailed Targeting: Interest - Marriage (weddings), Weddings (social concept), Hotels (lodging), Tourism (industry), Holidays (social concept), Business travel (travel and tourism business), Travel (travel and tourism), Engagement (weddings) or Tours

Behaviors - Frequent travelers, Job title: Meeting/Event Planner

Relationship Status - Single, Married or Engaged

• Custom Audience : We will select audience source from website
• Lookalike Audience : We will select source from custom audience and audience size as 2%

Meta Leads Campaign

• Campaign Objective : Leads
• Campaign Name : Sleeping Bear Hotel Leads Campaign
• Buying Type : Auction
• Budget : Ad Set Budget
• Ad Set Name : Hotel in Dorchester
• Conversion : Instant Forms
• Performance : Maximise Number of Conversion Leads
• Bid Strategy : Highest Volume
• Ad Name : Hotels in Dorchester Leads Ad
• Ad Creative : Media
• Primary Text : Simple, modern rooms with essential comforts – ideal for short or long stays. Best hotel in Dorchester. Affordable rates. Book your stay online now.

#HotelInDorchester #SleepingBearHotel #Dorchester #AffordableRoomsDorchester

• Headline : Best Place to Stay in Dorset
• Description : Hotel near Dorchester station & top attractions – ideal for tourists. Book Now.
• Instant Form : Form Contains Name, Email and Phone Number
• URL Parameter : https://sleepingbearhotels.com/?utm_source=Meta&utm_medium=Lead&utm_campaign=Sleeping+Bear+Lead+Form&utm_id=120224612484020557

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Meta Traffic Campaign

• Campaign Objective : Traffic
• Campaign Name : Sleeping Bear Hotel Traffic Campaign
• Buying Type : Auction
• Budget : Ad Set Budget
• Ad Set Name : Hotel in Dorchester
• Conversion : Website
• Performance : Maximise Number of Link Clicks
• Ad Name : Hotels in Dorchester Traffic Ad
• Ad Creative : Single Image or Video
• Primary Text : Looking for a relaxing place to stay in Dorchester? Enjoy comfortable rooms, modern amenities, and easy access to everything the town has to offer. Book your perfect stay today!

#SleepingBearHotel #Dorchester #DrcheterTourHeadline : Best Place to Stay in Dorset

• Headline : Explore Dorchester with Ease
• Description : Find your perfect stay at Sleeping Bear Hotels. Comfortable rooms, great location, and friendly service in Dorchester. Perfect for all types of travelers.
• Call to Action : Book Now
• URL Parameter : https://sleepingbearhotels.com/?utm_source=Meta&utm_medium=Traffic&utm_campaign=Sleeping+Bear+Traffic&utm_id=120224637223680557

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Ads Structure

KPIs to Monitor

• For the entire campaign we will be monitoring the following KPI’s:

• Click-Through Rate (CTR)
• Cost Per Click (CPC)
• Cost Per Mille (CPM)
• Cost Per Lead (CPL)
• Cost Per Acquisition (CPA)
• Conversion Rate
• Return on Ad Spend (ROAS)
• Impressions
• Reach
• Frequency
• Engagement Rate on Ads
• Video Views (3 sec, 10 sec, 100%)
• Leads Generated
• Link Clicks
• Landing Page Views
• Page Likes/Followers from Ads

Organic SMO Strategy

06

Platform Specific Targeting

1. Instagram

Engagement Tactics:

• Use Reels showcasing room tours, local attractions, local foods and behind-the-scenes
• Host Q&A & polls in Stories to interact with followers
• Run photo contests encouraging guests to share their experiences with hashtags
• Share user-generated content to build community trust
• Responds to comments and give shoutouts to contest winners

Features to use:

• Reels, Stories, Highlights
• Location tagging & Hashtags
• Instagram Live for virtual tours or event announcements

Content Type:

• Short Videos
• Stories and Polls
• Carousel Post
• Guest photos and testimonials
• Behind the scenes clips

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2. Facebook

Engagement Tactics:

• Post engaging content like local events, hotel updates, and travel tips
• Post facts or did you know kinds of post
• Repost guests’ photos or videos
• Create Events for hotel promotions, weddings, conferences
• Use Polls and Quizzes in posts for fun engagement
• Use strong CTA’s on posts
• Respond promptly to comments and Messenger inquiries for better customer service

Features to use:

• Facebook Groups (create a community around Dorchester travel)
• Facebook Events
• Messenger for instant communication
• Use relevant hashtags and geotags for proper targeting the audience

Content Type:

• Image Posts
• Polls, quizzes and contests
• Carousel posts
• Stories

Content Buckets

Sleeping Bear Hotel July Calender

Growth Hacks

• Post 3 engaging Reels per week showcasing rooms, local spots, or guest experiences
• Use trending music, hashtags, location tags, and captions in Reels for better reach
• Post greetings or wishes on special days that will increase post share
• Increase posting frequency at least 15-20 posts per month
• Collaborate with Dorset-based influencers with good followers by offering free stays in exchange for reels, stories, and posts
• Collaborate with local businesses (cafes, tour guides) for hotel promotion
• Run monthly contests and giveaways (Guess the View, Photo of the Month) to boost engagement and give shoutouts to the winners
• Run simple polls or quizzes on Stories and Facebook to increase interaction
• Use Facebook Live or Instagram Live for room tours, events, or Q&A with staff.
• Aware people about choosing why to stay at Sleeping Bear Hotel by pointing its top features, amenities and distance from prime locations
• Create a Facebook Group to build community and engage with guests.
• Sharing guests reviews and testimonials by tagging the guests to build trust and loyalty
• Promote limited-time offers with Stories and Countdown stickers and “Book Now” swipe-up links
• Monitor competitors social media platforms and get their post ideas

Suggestions for Improvements

• Improve On-Page SEO by updating meta titles, descriptions, and using primary keywords in URLs for all pages.
• Fix Technical SEO Issues such as page speed optimization
• Create More High-Quality Backlinks through guest posting, local directories, and business listing
• Remove broken or lost backlinks using Google’s disavow tool
• Strengthen Local SEO by ensuring NAP consistency and optimizing Google My Business with new photos and posts.
• Add Legal and Trust Pages such as About Us, Privacy Policy, and Terms & Conditions to enhance credibility
• Optimize Content Using Keyword Clustering using high-volume, low-competition keywords
• Add Blog Content Frequently
• Design Custom Landing Pages for rooms, events, and local attractions to support Google Ads and SEO
• Run Flash Deals and Limited-Time Offers on social media and website to drive direct bookings
• Improve Social Media Engagement with Reels, guest photos, polls, contests, and local collaborations.
• Run Google Ads and Meta Ads to reach wider audience
• Monitor competitors website and social media platforms, to get their strategies and ideas

Thus, with the right SEO fixes, better content, running ad campaigns, and active social media, Sleeping Bear Hotels can boost its online presence, attract more guests, and increase direct bookings. Consistent effort across all platforms will lead to long-term growth and brand success.

Thank you!