In an age where digital marketing is essential to success, we share an insightful case study from St Michaels Resort who have worked with Clockwork Marketing to increase its online visibility with SEO

94% of web searches in the UK are on Google. The most well-known search engine is ubiquitous and to reach your new potential guests your business needs to be visible in online search. 

But getting your hotel or spa found on Google can feel like an overwhelming task, especially if you’re used to the daily operations of running your venue.

Search Engine Optimisation (SEO) for hotels is fundamental. Yet the additional time and technical skills needed to get your website working and ranking on Google can mean SEO is overlooked. As an independent hospitality marketing agency, we measure the impact of this SEO marketing activity across the UK, and “Organic Search” (getting found on Google) is, in most cases, the main driver of direct booking revenue for hotels, attributing on average over 70% of revenue for most properties.

Success for St Michaels Resort

One such property is St Michaels Resort, a 4-star luxury spa hotel and resort in Falmouth, Cornwall, offering stunning sea views, 96 bedrooms, 23 self-catering beach apartments, state-of-the-art health club, award-winning spa, two restaurants and sub-tropical gardens. 

Clockwork Marketing works with St Michaels Resort to increase its online visibility with SEO. We are growing the resort’s keyword rankings for local ‘Falmouth’ search terms, and now expanding this to rank for regional ‘Cornwall’ hotel and spa search terms. 

Stuart Beveridge, Head of Marketing at St Michaels Resort said: “We’ve seen a 45% increase in our organic search website traffic and an organic search revenue increase of 42%, since working with Clockwork on our SEO strategy.

“We’ve focused on putting St Michaels Resort and our spa experiences in front of ‘high intent’ customers by improving our rankings on Google Search.

“Guests proactively searching for hotel or spa experiences online can now find St Michaels in the top results, as the luxury spa of choice in the South West, and then make a direct booking with us on our website.”

Targeting high intent

St Michaels Resort has achieved these results by shifting its search strategy to target “high intent” key phrases. Search intent is the reason why a user types a particular query into a search engine. By identifying and targeting the right phrases and weaving this into engaging website content, the results can be staggering. 

Expert SEO strategy impacts outcomes, converting direct bookings compared to passive website visitors. If you need this expert support to grow your online visibility, get in touch with Clockwork Marketing at or 

*Source: Statcounter 2023