RUNDIGITAL STRATEGY

Dutch John Resort

6 to 8 Week SEO and Google Ads Roadmap

Flaming Gorge • Green River, Utah

Planning window June to August 2026

STARTING LINE

Where We Stand Today

SEO Today

• Effort is concentrated on blog articles only
• Strong service architecture already live for cabins, RV, fishing, rafting, rentals and dining
• Utah service area hub is built but pages still read Article Coming Soon
• Money pages and dining pages are not yet search optimized

Google Ads Today

$3,181.89

spend, last 14 days

66

conversions

$48.21

blended cost per conv

6.13%

conversion rate

5 campaigns active • 2 paused (Fly Fishing #2, RV Park)

CONTENT AUDIT

What Is Built and What Is Missing

Already Built

• Cabins, RV park, fishing guides, rafting, rentals
• Dining pages for steakhouse, sports bar, ice cream
• Shuttle and towing service pages
• Blog with lodging, fishing, rafting, history clusters
• Green River flow and dry fly report page

Open Content Gaps

• Service area pages stubbed as Article Coming Soon
• Money pages thin on titles, meta and keyword depth
• Dining pages not optimized for nearby search intent
• No FAQ or schema markup on key pages
• No trip planning pillar to tie clusters together

THE OPPORTUNITY

Content Opportunities Beyond Blog

Service Area Pages

Finish and expand the city getaway pages that capture high intent local search

Money Page SEO

Rewrite titles, meta and body copy on cabins, RV, fishing and rafting pages

Dining and Amenity Pages

Optimize steakhouse, bar and ice cream pages for where to eat near Flaming Gorge

FAQ and Schema

Add FAQ content and structured data to win rich results on top pages

Flow Report Engine

Turn the weekly river report into a recurring freshness and ranking asset

Planning Hub

Build a Flaming Gorge trip planning pillar that links every activity page

SEO ROADMAP

Three Phases Across Eight Weeks

WEEKS 1 TO 2

Foundation and Quick Wins

• Finish 3 stubbed service area pages
• Audit titles and meta on 5 money pages
• Add FAQ schema to cabins and fishing
• Optimize the river flow report page

WEEKS 3 TO 5

Core Content Build

• Add 4 more city service area pages
• Rewrite money page body copy
• Optimize the 3 dining pages
• Internal links from blog to money pages

WEEKS 6 TO 8

Scale and Authority

• Build Flaming Gorge planning pillar
• Add fall fishing and hunting content
• Optimize shuttle and towing pages
• Image SEO and rankings review

SEO ROADMAP

SEO Deliverables Week by Week

1

Week

Salt Lake City service area page finalized • title and meta audit on 5 money pages

2

Week

Ogden and Layton service area pages • FAQ schema on cabins and fishing • flow report optimization

3

Week

Vernal and Rock Springs service area pages • cabins page body copy rewrite

4

Week

RV park and rafting body copy rewrite • dining pages SEO for steakhouse, bar and ice cream

5

Week

Park City and Provo service area pages • internal linking pass • weekly blog article

6

Week

Flaming Gorge trip planning pillar page built and linked to all activity pages

7

Week

Fall fishing and hunting seasonal content • shuttle and towing page optimization

8

Week

Image SEO and alt text sweep • rankings review and next cycle plan

Weekly blog cadence continues throughout, tied to summer and fall search intent.

GOOGLE ADS

Last 14 Days Performance

June 11 to June 24, 2026

$3,181.89

Total spend

66

Conversions

$48.21

Blended cost per conv

14.50%

Click through rate

Cost per conversion by campaign

GOOGLE ADS

What the Data Tells Us

Cabins is the efficiency leader

39.83 conversions at $21.27 each, yet its optimization score sits at 44.92. The biggest room to scale.

Fly Fishing is heavy and capped

Eats 54% of spend at $87.32 per conversion and is limited by budget. Fix efficiency before adding budget.

Rafting is the most expensive

$97.46 per conversion. Needs a search term audit, negative keywords and tighter ad copy.

Rentals is on the wrong strategy

Running Maximize Clicks with one conversion. Switch to a conversion based bid strategy.

Display retargeting is idle

113 impressions and zero conversions over 14 days. Rebuild the audience or pause it.

RV Park is paused in peak season

A relevant summer campaign is dark. Relaunch it for the high demand window.

GOOGLE ADS ROADMAP

Three Phases Across Eight Weeks

WEEKS 1 TO 2

Stabilize and Reallocate

• Shift budget toward Cabins, tighten Fly Fishing
• Search term audit, add negative keywords
• Switch Rentals to a conversion strategy
• Pause or rebuild Display retargeting

WEEKS 3 TO 5

Optimize and Expand

• Lift Cabins assets, sitelinks and callouts
• Relaunch the paused RV Park campaign
• Test Target CPA on Cabins and Rafting
• Align landing pages with SEO rewrites

WEEKS 6 TO 8

Scale What Works

• Scale budget into lowest cost per conv
• Add a summer rentals and water toy push
• Layer remarketing from better landing pages
• Set the fall guided fishing campaign plan

AT A GLANCE

Combined Eight Week Timeline

W1

W2

W3

W4

W5

W6

W7

W8

SEO

Foundation

Core Build

Scale

Ads

Stabilize

Optimize

Scale

Both tracks run in parallel and share landing page work in weeks 3 to 5.

MEASURING SUCCESS

Targets to Pursue and Track

SEO Targets

• 8 or more new or rewritten indexable pages live
• FAQ schema on the top money pages
• Internal links from blog clusters into money pages
• Rank tracking on cabins, fishing, rafting, RV and city terms

Google Ads Targets

• Lower blended cost per conversion from $48.21
• Raise Cabins optimization score from 44.92 toward 75
• Reduce Fly Fishing cost per conversion from $87.32
• Reactivate RV Park and Rentals conversion tracking

All figures are targets to measure against, not guarantees. Baselines come from the 14 day report.

WHERE TO START

First Moves This Week

Finish the Salt Lake City service area page and audit money page titles

Reallocate Ads budget toward Cabins and tighten Fly Fishing spend

Run the search term audit and add negative keywords on Rafting

Prepared by RunDigital • dutchjohnresort.com