Deliverable
Search Engine Optimisation (SEO)
Scope
Web Development
SEO
Date
Apr 1, 2024
Intro
Three Ways House – From quiet traffic to high occupancy
Tucked away in the Cotswolds and home of the world-famous Pudding Club®, Three Ways House is a distinctive hotel with real charm, but its website wasn’t doing it justice. Ruffled worked with the team to implement a best-practice SEO strategy, resulting in a 90% increase in monthly organic traffic and a major shift away from OTAs towards high-margin, direct bookings.
Challenge
A destination worth finding, but struggling to be found
Despite strong brand equity and a loyal offline following, the hotel’s online visibility was underperforming. Organic traffic sat around 11K/month, with little presence in key location-based or experience-driven searches. The team wanted to grow awareness, drive more direct bookings, and reduce reliance on commission-heavy OTA platforms.
Concept
Best-practice SEO designed to increase visibility, and bookings
We delivered a comprehensive SEO strategy that targeted both technical performance and high-intent content:
Technical SEO: We improved site speed, resolved crawl errors, and optimised metadata and heading structures — helping Google better index and rank core pages.
Local SEO: We focused on regional discoverability through optimised Google Business listings, structured schema markup, and location-specific search terms, ensuring the hotel surfaced in “Cotswolds hotel” and “nearby” queries.
Content SEO: We expanded the site with service pages, seasonal landing pages, and event-led blog content. We also introduced structured CMS collections to allow for ongoing content creation around offers, events, and guides.
Internal Linking: A clear site architecture and keyword-informed linking strategy helped consolidate topical authority and improve navigation for both users and search engines.
These efforts helped boost organic traffic from ~11K to over 20K/month in under 12 months but more importantly, they shifted the booking behaviour. The hotel saw a significant rise in direct bookings, reducing their dependence on OTAs and improving margins with every reservation.
Related project
Explore some of our
previous projects.
The Crab & Lobster – Transforming revenue through intelligent email marketing
Planet of the Grapes – Building a brand presence investors believe in
SIAN Wholesale – A future-forward ecommerce platform for FMCG leaders
Mater-AI – Innovation becomes visible.
Reaveley Cooper Accountants – Building digital trust, locally
Wroxton House Hotel - Designing inclusivity in global skincare brand
