Case Study: Thermes de Spa

Les Thermes de Spa
Colline d’Annette et Lubin,
4900 Spa – Belgium

VISIT WEBSITE

Case Study: Thermes de Spa

Client Overview: Les Thermes de Spa is a premier wellness center located in the heart of Belgium, known for its thermal treatments, spa experiences, and therapeutic services. Located on the Colline d’Annette et Lubin, 4900 Spa, the center attracts both local and international visitors who are seeking relaxation and rejuvenation in a tranquil setting.

Objective: The main goal of this project was to increase the organic website traffic to Thermes de Spa’s site via an SEO campaign and enhance the brand’s presence on social media platforms. The target was to improve the website’s visibility on Google search results, attract more visitors to the website, and convert traffic into potential customers.

Strategy & Approach:

1. Comprehensive Website Audit:

The first step involved conducting a thorough audit of the website to identify on-page and technical SEO issues. This audit included:

• Content analysis to identify gaps in keyword optimization, usability issues, and opportunities for improving on-page content.
• Site speed analysis to ensure fast loading times.
• Mobile optimization to ensure the site was fully responsive and mobile-friendly.
• Internal linking review to ensure users and search engines could easily navigate through the website.

2. Keyword Research and Optimization:

• Local SEO: Since Thermes de Spa caters to a broad international audience but primarily targets local and regional clients, local keyword optimization was crucial. Keywords such as “Thermal Spa Belgium,” “Wellness Spa in Spa,” and “Relaxation Spa in Belgium” were identified and integrated into website content, headings, and meta descriptions.
• International SEO: To attract international tourists, keywords in French, Dutch, and English were optimized. Terms like “luxury spa Europe” and “Belgium spa experience” were targeted.
• Long-tail Keywords: We also focused on long-tail keywords like “best thermal baths in Belgium” and “Spa treatments for relaxation” to capture specific user search queries.

3. On-Page Optimization:

• Content Creation: We revamped existing web pages and created new content around high-performing keywords. This content included detailed descriptions of spa treatments, services, and guest experiences.
• Meta Tags & Descriptions: Titles, meta descriptions, and headers were optimized to better reflect the target keywords and to increase click-through rates on Google search results.
• Image Optimization: Alt texts for images and improved file sizes were optimized to improve load speed and to align with SEO best practices.
• Schema Markup: Schema markup for business details, reviews, and spa services was added to help search engines understand and display rich snippets for local search results.

4. Technical SEO:

• We implemented fixes for any technical issues identified during the audit, such as improving URL structures, correcting broken links, and enhancing mobile responsiveness.
• XML Sitemap & Robots.txt files were updated and submitted to Google Search Console to ensure search engines could crawl the website effectively.

5. Off-Page SEO & Backlink Strategy:

• We focused on building high-quality backlinks from relevant wellness and tourism websites, as well as local directories and news outlets to enhance website authority.
• Partnerships with local businesses and influencers in the wellness and tourism industries were also explored to build brand awareness and acquire backlinks.

6. Social Media Campaigns:

• Thermes de Spa’s social media profiles were optimized, including Facebook, Instagram, and Pinterest. We focused on creating engaging content such as promotions, guest testimonials, behind-the-scenes spa footage, and educational posts about the benefits of thermal water treatments.
• Instagram Campaigns: We ran paid Instagram campaigns to drive awareness of Thermes de Spa and increase the social media following. These posts focused on beautiful visuals of the spa facilities and guest experiences to inspire engagement.
• User-Generated Content: Encouraged satisfied visitors to share their experiences on social media using a branded hashtag, creating organic content that supported the brand’s image and broadened its reach.

7. Content Marketing:

We utilized blog content to attract organic search traffic. Topics such as “The Benefits of Thermal Water for Health,” “Spa Treatments for Stress Relief,” and “Why Visit a Wellness Spa in Belgium” were covered. Blog content was designed to target relevant search queries while engaging visitors and showcasing the spa’s expertise.

Results & Achievements:

1. Organic Traffic Growth:

• Over a 40% increase in organic traffic was observed within the first 6 months of the SEO campaign.
• The website’s ranking for high-traffic keywords such as “Thermal Spa Belgium” and “Wellness Spa in Spa” improved significantly, reaching the top 3 positions on Google’s search results page.

2. Increased Bookings & Conversions:

• With increased traffic came an increase in online bookings. The improved visibility on Google and optimized website led to a 30% rise in bookings through the website within the first quarter after campaign implementation.
• A 15% increase in conversion rate was noted as users found more relevant information about spa services and treatments, leading them to book their spa experiences directly.

3. Social Media Engagement:

• Thermes de Spa’s social media channels saw significant growth in engagement:
  • Instagram followers increased by 25%, with interactions such as likes, comments, and shares growing by 40%.
  • Facebook engagement improved by 50%, driven by targeted campaigns and increased post sharing from customers.

4. Enhanced Local SEO Results:

• The website saw a 50% increase in local search traffic, with spa-goers from Belgium and nearby regions finding the website through location-specific keywords.
• Google My Business was optimized, leading to higher visibility in Google Maps and localized searches, contributing to an influx of local visitors.

Conclusion:

The SEO campaign for Les Thermes de Spa successfully increased organic traffic, improved search engine rankings, and drove more online bookings. Through a combination of technical SEO, keyword optimization, quality content creation, and social media campaigns, the spa now enjoys a stronger online presence, attracting both local and international visitors looking to experience wellness in Belgium. The campaign’s success proves the importance of a comprehensive, targeted SEO and social media strategy for businesses in the hospitality and wellness industry.