Destination-Focused Content & Optimization Pays Off

Red Lion Hotels Corporation worked with HeBS Digital to shift its search engine optimization (SEO) strategy to focus on destination-related content and optimization.

Red Lion Hotels Corporation Destination-Focused Ongoing SEO Strategy

Boosting Organic Revenues by 40.4% Year-Over-Year

With the advent of updates such as the “Pigeon” algorithm update and the “Destinations” layout in Google Results pages, HeBS Digital recommends that hotel website content go beyond “hotel website copy” to inform and entice the visitor with insightful area information.

For this project, we worked with Red Lion Hotels Corporation to craft and execute a robust destination-related SEO Strategy. As part of the plan, we built out a dedicated “Journeys” section on the brand website where visitors could explore various travel and accommodations options based on regions, destinations, seasons, activities, family travel, airport hotels, and romantic getaways. In addition to content creation, we maintained a consistent local listings presence, one of the most important components of a strong SEO strategy. 

About The Client

Multi-property hotel brand dedicated to introducing travelers to fresh local experiences.

Business Needs


The Work

  • Destination-Focused Content
  • Ongoing Content Creation & Optimization
  • Maintaining a Consistent Local Presence via Local Listings


  • + 40.4%

    Revenue via Organic Search YOY

  • + 35.6%

    Traffic via Organic Search YOY

  • + 145.9%

    Local Google 3-Pack Visibility YOY

​A robust digital content strategy aims at reaching consumers during a variety of touch points in the purchase funnel – effectively helping travelers convert from ‘I want to know’ to ‘I want to go’ moments. Rooted in creative spirit and backed by a comprehensive understanding of local search and SEO best practices, destination-focused content helped this client see an increase in direct revenue from natural search, increase in organic traffic and brand awareness, and stay up-to-date with changes among the search engine results pages that threaten site visitorship. Not only did this client benefit from a strong ROI and higher levels of engagement among their target audience, but we have successfully incorporated content marketing as a core component of their business strategy, building trust and loyalty among consumers. 

Megan Harr, Manager, Copy + SEO at HeBS Digital