Coast & Country Hotel Collection

Full-Website SEO Strategy Driving Rapid Growth in Direct Hotel Bookings

Coast & Country Hotel Collection is a group of independently owned UK hotels offering distinctive stays in coastal and countryside locations. With a focus on growing direct bookings and reducing reliance on OTA platforms, the business needed a comprehensive SEO strategy to improve organic visibility across its entire web presence.

Key figures

+150% Year-on-year organic traffic growth

28,000 Keywords ranking in search results

1,000+ Optimised pages across the site

The Coast & Country Hotel Collection x Eskimoz collaboration

Client Overview

Coast & Country Hotel Collection manages a portfolio of UK hotels, each with its own distinctive character and location. The collection positions itself around quality, individuality and a personalised guest experience — values that its digital presence needed to reflect and amplify.

Why Eskimoz

Coast & Country Hotel Collection selected Eskimoz for our expertise in hospitality SEO and our ability to deliver rapid, measurable results within a defined timeframe. Our structured approach to large-scale content optimisation and technical SEO was central to the brief.

The Challenge

The project required rapid improvement across a large and complex web presence: • A large site with over 1,000 pages, many of which were underoptimised or not yet indexed effectively • Heavy dependence on OTA referral traffic, with limited direct organic visibility for the individual hotels • Inconsistent on-page optimisation across the portfolio, with varying quality of metadata, content and structure • A highly competitive hospitality search landscape, particularly for location-based accommodation terms

Our SEO Methodology

We implemented a rapid, structured SEO programme across the full website, prioritising the pages with the greatest commercial potential.

Full-Site Audit and Prioritisation

Actions taken:

Conducted a comprehensive crawl and technical audit of the entire site

Identified the highest-priority pages by traffic potential, commercial intent and current performance gaps

Created a phased action plan to maximise impact within the eight-month timeframe
Technical SEO Improvements

Actions taken:

Resolved critical crawl errors, redirect chains and indexation issues across the site

Improved page speed and Core Web Vitals scores across mobile and desktop

Implemented structured data for accommodation, events and offers to enhance search result appearance
On-Page Optimisation at Scale

Actions taken:

Rewrote and optimised title tags, meta descriptions and header structures across 1,000+ pages

Enhanced body content on key location and room-type pages to target relevant search queries

Improved internal linking to ensure authority flowed effectively to priority landing pages
Content Development

Actions taken:

Developed new location guides, seasonal content and experience-led pages to capture informational search demand

Built out content supporting nearby attractions, events and activities to increase relevance for location-based queries

Created FAQs and booking information content to address common search queries directly

The Results

In just eight months, Coast & Country Hotel Collection achieved a +150% year-on-year uplift in organic traffic, with over 28,000 keywords now ranking and 1,000+ pages contributing to organic visibility.

+150% year-on-year increase in organic sessions

28,000 keywords ranking across all tracked search terms

Over 1,000 pages optimised across the full site within the engagement period

Meaningful increase in direct booking enquiries, reducing OTA dependency