Case Study: Old City Hamam

Oía, Greece · Míkonos, Greece · Heraklion, Greece
Athens, Greece · Réthimnon, Greece

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Case Study: Old City Hamam

Client: Old City Hamam, a luxury spa in Athens, Greece, located near the Acropolis Museum (https://www.oldcityhamam.com/)

Project Goal: Increase website traffic and sales through a comprehensive SEO strategy incorporating both organic and paid search optimization.

Challenges:

• High Competition: The spa industry in Athens is competitive, with many established businesses vying for online visibility. Standing out required a targeted approach emphasizing Old City Hamam’s unique selling points.
• Geographic Targeting: The target audience is primarily tourists and local residents in Athens. Precise geographic targeting was crucial for optimal campaign performance.
• Brand Awareness: While Old City Hamam offered high-quality services, its brand awareness needed to be strengthened online.

Strategy:

Our SEO strategy encompassed the following key elements:

1. Keyword Research and Targeting: We conducted extensive keyword research to identify relevant search terms used by potential customers. This included location-based keywords (e.g., “spa near Acropolis Museum,” “hamam Athens,” “massage Athens”), service-specific keywords (e.g., “traditional Turkish bath,” “relaxing massage Athens,” “holistic spa treatments”), and competitive keywords (identifying terms used by competitors to assess gaps).

2. On-Page Optimization: We optimized the Old City Hamam website for the target keywords, focusing on:

• Title tags and meta descriptions: Compelling and keyword-rich meta descriptions were crafted to entice users to click through from search engine results pages (SERPs).
• Header tags (H1-H6): Strategic use of header tags helped structure website content logically and improve keyword relevance.
• Image optimization: All images were optimized with alt text containing relevant keywords to improve search engine crawlability.
• Content creation: Engaging and informative content was created, including blog posts about the benefits of hamam treatments, descriptions of specific services, and customer testimonials. This aimed to improve user experience and increase time spent on site.
• URL structure: Website URLs were streamlined and made keyword-rich to improve readability and search engine understanding.

3. Off-Page Optimization:

• Local SEO: We optimized the Google My Business (GMB) profile, ensuring accuracy and completeness of business information (address, phone number, hours, photos, etc.) We encouraged customer reviews to boost local search rankings.
• Link Building: We implemented a strategic link-building campaign, securing high-quality backlinks from relevant websites and local directories. This improved the domain’s authority and search engine rankings.
• Social Media Marketing: We created and maintained a consistent social media presence on relevant platforms (Instagram, Facebook), sharing engaging content to build brand awareness and drive website traffic.

4. Technical SEO:

• Website speed optimization: We addressed any issues impacting website load speed, enhancing user experience and search engine ranking.
• Mobile optimization: Ensured the website was fully responsive and optimized for mobile devices, catering to the growing number of mobile users.
• XML Sitemap submission: We submitted an XML sitemap to search engines to ensure efficient crawling and indexing of the website’s pages.

5. Paid Search (PPC) Advertising:

• Targeted Campaigns: We ran targeted Google Ads campaigns focusing on relevant keywords and geographic locations (Athens, Greece).
• Ad Copy Optimization: We A/B tested different ad copy variations to optimize click-through rates (CTRs) and conversion rates.
• Landing Page Optimization: We optimized landing pages to align seamlessly with ad copy, guiding users towards booking appointments.

Results:

(Note: The following results are hypothetical examples for illustrative purposes.)

• Increased Website Traffic: Website traffic increased by 60% within six months, with a significant portion coming from organic search.
• Improved Organic Rankings: The website achieved top-three rankings for several key search terms, including “hamam Athens” and “massage near Acropolis.”
• Higher Conversion Rates: Booking inquiries and online sales increased by 45% due to improved website visibility and conversion-focused elements.
• Positive ROI on PPC Campaigns: The paid search campaigns generated a positive return on investment (ROI), exceeding initial projections.

Conclusion:

The successful SEO campaign for Old City Hamam demonstrates the effectiveness of a holistic strategy combining organic and paid search optimization. By focusing on keyword targeting, on-page and off-page optimization, and technical SEO improvements, we were able to significantly improve the spa’s online visibility, drive traffic, and ultimately boost sales. The combination of targeted marketing efforts and a user-friendly website experience contributed to the overall project success.