Otis Harbor Springs
eCommerce - SEO Case Study
Overview.
About Otis Harbor Springs
Otis Harbor Springs, formerly the Birchwood Inn, was acquired and renovated in 2023 with their grand opening launch in May of 2024. Otis Harbor Springs, located in Harbor Springs, Michigan, is the first boutique hotel of its kind in the area, nestled along the infamous Tunnel of Trees and only a short walk from private beaches that overlook Lake Michigan.
Problem.
Why Otis Harbor Springs Approached Us
With the launch of their brand new hotel, Otis Harbor Springs needed to drum up demand for bookings in anticipation for their grand opening. We were hired in winter of 2023 to begin building out a new website and laying the foundation for an organic search campaign to drive more traffic to their hotel and compete with other boutique hotels in surrounding cities such as Traverse City and Petoskey.
Solution.
How We Solved These Problems
Our strategy for increasing the organic search traffic to Otis Harbor Springs' website focused primarily on building authority quickly and capitalizing on search queries related to those looking for key attractions around the Harbor Springs area.
By working with the Otis Harbor Springs team, the hotel was featured in leading travel publications like Condé Nast Traveler, Sleeper Magazine, MLive, and Crain's. By gaining links on these high authority news outlets, it enabled Otis Harbor Springs' to quickly grow their domain authority, inreasing their propensity to rank.
Layered on top of this was a content marketing strategy targeted toward activities in the area, such as popular beaches in Northern Michigan in the summer, the Tunnel of Trees in the fall, and skiing in the winter. Being a resource for vacationers looking for these activities drove traffic to the Otis website, which assisted in our paid media retargeting campaigns.
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Outcomes.
organic site visits per month, from zero
organic search revenue in 4 months
keywords ranked in organic search
