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 Industries served

  • The Problem

The Challenge

Before partnering with Bitri, faced several serious challenges in their digital
strategy.

  • First, their website was getting almost no organic traffic — just around 200 visitors per month, the majority coming from branded searches. Not a single non-brand keyword was ranking on Google page 1.
  • Second, nearly 85% of bookings came from OTAs like Booking.com and Agoda, meaning their margins were significantly cut by 15–25% commissions. The hotel’s official website, which should have been the primary direct booking channel, wasn’t performing — slow load times, not mobile-friendly, and no supporting content strategy.
  • Third, they had previously tried Google Ads but without proper tracking, making it impossible to tell which campaigns were generating bookings and which were just burning budget.
  • quantitative and qualitative

The Goal

Agreed goals between the client and Bitri, both quantitative and qualitative. Goals should be SMART (Specific, Measurable, Achievable, Relevant, Time-bound).

 

Together with the client, we set three primary goals for the first 12 months.

  • First, increase organic website traffic from 200 to at least 1,000 visitors per month within 6 months.
  • Second, get at least 20 hospitality and accommodation keywords related to Ubud ranking on Google page 1.
  • Third, increase the proportion of direct bookings through the website from 15% to at least 35% of total bookings.

Our Approach

Audit & Foundation (Months 1–2)

We started with a thorough technical audit using Screaming Frog and Google Search Console. We identified 47 technical errors including broken links, duplicate content, and non-indexed pages. We also conducted competitive analysis against 5 key competitors in the keyword landscape to identify content gaps and link opportunities.

Technical & On-Page Optimization (Months 2–4)

All technical errors were resolved. The website was rebuilt with a focus on speed (load time dropped from 6.2s to 2.1s), mobile responsiveness, and SEO-friendly URL architecture. Every room and facility page was optimized with proper meta tags, heading structure, and schema markup.

Content & Link Building (Months 3–12)

We built a content hub comprising 15+ in-depth articles. Each article was designed to capture informational traffic while directing readers to the hotel’s booking page. In parallel, a link building campaign targeted travel blogs, hospitality media, and tourism directories.

The Results

Over the course of 12 months, the results exceeded the targets set at the beginning of the engagement.

Organic Traffic

From 200 visitors/month to 2,400 visitors/month (+1,100%). Consistent month-over-month growth with significant acceleration after month 4.

Keyword Rankings

45 target keywords reached Google page 1, including competitive terms like "boutique hotel Ubud" and "luxury stay Ubud Bali".

Direct Bookings

Direct booking share through the website increased from 15% to 42% of total bookings, saving an average of IDR 35 million per month in OTA commissions.

Revenue Impact

280% increase in revenue from direct channels compared to the previous period.

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