306% increase in direct bookings – Hotel 500
How we turned Hotel 500’s website migration into a strategic SEO success – boosting search visibility across the chain and driving a +300% surge in direct bookings for one of its properties.
(01) PROJECT OVERVIEW
Turning migration into strategic win
Hotel 500 partnered with us when facing critical technical issues, fragmented site architecture, and declining organic performance. After a carefully planed an executed full-scale website migration, the site not only preserved its visibility but achieved significant growth within months.
details
Industry
Hospitality
Market
Polish
Time
Long-term partnership
Project type
Full-time
Services
Insights-driven SEO, Website Migration Support
(02) Challenge
Legacy architecture growth barriers
When we started working with Hotel 500, their website was struggling with severe technical issues that were heavily limiting organic performance. The core challenge was an outdated site architecture featuring two separate versions – a desktop site and a mobile site on an m. subdomain – each with inconsistent structures and incorrectly configured device-based redirects.
This setup created a cascade of SEO and UX problems:
- Duplicate and cannibalized content across mobile and desktop versions.
- Incorrect indexing behavior, with Google surfacing mobile-only URLs in desktop search results.
- Mismatched content and structure between the two versions of the same page.
- Poor user experience, especially for desktop users exposed to the stripped-down mobile version.
All of them directly weakened the organic channel, reduced visibility in competitive hotel-related searches, and led to a measurable loss of potential customers.
(03) action plan
The strategic approach
Our goal was to maintain – and ideally improve – the level of organic traffic by resolving technical issues, as well as consolidating and streamlining the content and URL structure. The intended outcome was a modern, fully responsive website designed with both the user and SEO in mind.
(04) Optimization roadmap
Improvements that drove results
Working directly with the client and the agency developing the new website, we:
Designed the new site structure – from information architecture to the menu layout and main navigation.
Co-created thoughtful URL structures – optimized for both SEO and user experience.
Conducted a comprehensive content audit – selecting materials for migration, identifying content requiring updates, and flagging items that could be safely removed.
Developed complete mapping of legacy URLs (both mobile and desktop) to their new equivalents within the responsive website structure.
Ensured the implementation of 301 redirects and the adaptation of metadata and headings as part of the essential SEO optimization.
Migration process
The website migration was atypical and complex. We managed to complete it without any critical technical issues, all redirects were implemented at the moment of migration – both from the old desktop structure and the m. subdomain. The process involved:
A full overhaul of the URL structure
Most legacy URLs were changed, outdated pages were removed, some were merged into consolidated categories, and new content formed fresh sections within the site.
Replacing the old mobile-site setup
Providing a fully responsive version, requiring precise mapping and redirects for both desktop and mobile variants of every page.
Thorough testing in a staging environment
Before the final launch, we conducted an in-depth technical and content audit to eliminate risks and prevent critical issues before the launch.
(06) results
Impact in numbers
The results of the migration exceeded expectations. The site’s visibility in Google was not only preserved but increased significantly within the first weeks after launch. Organic traffic remained strong, showing a clear upward trend driven by improved indexation and overall optimization.
We observed substantial increase in visibility post migration. Here’s the comparison of the number of keywords at the end of Q1 and the end of Q2 (before and after the migration), based on data from Senuto:
| Metric | Mar 2025 | Jun 2025 | Growth % |
|---|---|---|---|
| Top 3 | 67 | 106 | +58.19% |
| Top 10 | 146 | 338 | +131.5% |
| Top 50 | 444 | 1017 | +129.1% |
Across all metrics, the upward trend has continued since the beginning of Q3.
Comparing Q2 2025 to Q2 2024, we observe a more than 20% increase in clicks and over a 64% increase in impressions, directly contributing to higher traffic and conversions from the organic channel.
Increase in direct bookings – Q2 year-to-year
For one of the properties, the increase in visibility and improvements in the webiste experience translated into a 306% increase in direct bookings in Q2 compared to the previous year, according to data from Profitroom.
Business impact
The Hotel 500 migration is a strong example of how a full website transformation – even when involving a complex structural rebuild – can be not only neutral but highly beneficial for SEO.
We’ve achieved these results thanks to a carefully planned process, SEO acivities fully integrated throughout the entire redesign, and handling content and technical elements with the highest level of precision.
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