Published on: 08 Apr, 2021
We were initially looking for a Bristol SEO agency when we came across Superb Digital. Paul and his team are very approachable and are more than happy to discuss ideas / plans. We also used Superb digital for our web design and build, which we are very happy with. Highly recommended.
Trading as Air Bristol at the time, local Bristol lettings agents Hopewell approached us in October 2018 after finding us on Google. Their business model at that time was very reliant on Airbnb’s platform for delivering revenue on their short term lets and it was felt that a big opportunity was being missed to develop a new and more profitable revenue source, via direct bookings from their website.
With a relatively new website built on Craft CMS our team worked with Hopewell’s web developers to enhance it and make it search ready. This included creating new landing pages, on-page optimisation, content marketing and outreach all combining to increase search visibility.
Six months into the campaign the website was ranking 3rd for the “airbnb Bristol” and 2nd for “airbnb management Bristol”.
The association with Airbnb was still there though and in late 2019 the decision was taken to break free of this direct link and merge Air Bristol with Hopewell Properties, the long term lets side of their business offering.
The new website was built on WordPress and uses the estate agent framework PropertyHive. This accelerated the development significantly and allowed us to create one website which could support the short, medium and long lets and new sales departments that make up Hopewell. These are now all being fed data from their in-house property management system DezRes.
Our content marketing approach is aligned with Hopewell’s brand aspirations and aimed at long tail search queries potential customers might use. This includes landlords and tenants, as well as tourists to the city of Bristol and surrounding areas. Many of these guides receive substantial search volume and help build brand awareness far beyond those seeking immediate services.
Alongside the content marketing we’ve been running an outreach campaign to promote the various guides with travel, property and financial bloggers. This campaign generates links from other websites to Hopewell’s, the compound effect of which pushes the website higher in the search results.
When Max and Adam came to us in 2018, Air Bristol’s business was 100% reliant on Airbnb bookings. Today, direct bookings on short and medium term lets are now 22% of their total £3m annual revenue. That’s certainly some jump.
Hopewell has never had a better website and this is something we continue to keep building on. Looking to the future, we’re now turning our attention onto the sales and long term lets side of the business.