THE CHALLENGE

Despite having Google business profiles set up for each of their 69 holiday park locations, Parkdean Resorts were still lacking visibility. They outranked their competitors in organic search, but when it came to local search and Google Maps, they were lagging behind.

THE IDEA

We knew we needed to improve Parkdean Resorts’ local SEO performance. To start, we set up UTM tracking for their website’s URL. This allowed us to specifically track local performance in Google Analytics, giving us a clearer view of what was actually happening.

That built the foundation for our SEO strategy. That included making better use of local photos throughout the website, showing customers what the area was actually like and proving to Google we had local expertise. We also updated the ‘Services and Attributes’ section of the site, adding local information instead of just generic content.

Business descriptions were updated to include relevant keywords, while business names were changed to feature specific locations as well as the Parkdean Resorts brand name. This meant that when people searched on Google Maps, they’d find us.

THE RESULTS

Since we implemented our changes, local search has become the third-highest source of site traffic, behind only Google and Bing. We’ve seen a 125.84% increase in sessions, a 197.12% increase in new users, a 91.88% increase in conversion rates, and a 629.95% increase in revenue.

Our local SEO work improved the site’s performance on a national scale.