Spicers operates in a highly specialised and competitive corner of the luxury accommodation market, with most properties home to stand-alone restaurants each requiring their own unique positioning. This called for an overarching SEO and content strategy, with a strong focus on local search to drive visibility for each restaurant individually. Operating in a highly seasonal market - and with a large share of bookings for each property coming through Online Travel Agents (OTAs) - a key requirement was also to drive more bookings directly.
We began with a robust local search campaign, reviewing NAP/citation consistency across all properties and running an advanced local citation building and outreach program, with a strong focus on Google Business Profile reviews and optimisation. This was followed by an overarching SEO strategy for the Spicers Retreats website, combining on-site and off-site optimisation with ongoing content updates.
