Premier Inn is one of the UK’s largest and fastest growing budget hotel chains.
The above metrics give an idea of the initial market share results for Premier Inn. They show that the hotel market consists of 214,000 keywords of which, their pages only rank for 20,000. There are a total of 27 million searches for those market keywords, of which 3.2 million are for Premier Inn’s ranking keywords. Based on these metrics, it is evident that there is room for improvement, and the Authoritas platform gives the insights into these opportunity keywords, and where optimization campaigns should first be focused.
From the initial site analysis, the following key metrics were found…
Optimizing existing Premier Inn content:
- EXISTING keywords for EXISTING content, their traffic could increase by 60%
- EXISTING content with NEW keyword suggestions, their traffic could increase by 131%
New content opportunities:
NEW content created from NEW keyword suggestions, their traffic could increase by 124%
Premier Inn’s top 100 market domains
The graph below is for Premier Inn’s top 100 market domains. The red bubble illustrates where Premier Inn falls within the ‘Powerful Mainstream Competitors’ quadrant, and where they fall in relation to their competition.
New keyword suggestions for existing pages
Next, the graph below shows the clusters of NEW keywords to optimize for pages that are EXISTING on the website already.
The cluster of keywords to begin incorporating into their already existing pages would likely be the ‘breaks’ cluster, found in the ‘Short-Term High ROI’ quadrant. This is because it has an extremely high organic growth potential, and a high relative strength (determined by the average of majestic trust flow and citation flow). This in comparison to the other clusters shown on this graph. By using the keyword clusters within this quadrant, Premier Inn can make changes, and start seeing immediate results.
Examples of existing content to optimize
Finally, the table below gives an example of the types of existing content to optimize with new keyword suggestions, found within the ‘breaks’ cluster, illustrated above. If optimizations are done within the short-term quadrant’s clusters, traffic could be increased by 131%.