Reputation Marketing Case Study - Internet Marketing Australia

The following is an example of an excellent online marketing job!

The Leeson Inn is a hotel in downtown Dublin. The hotel's official name is somewhat of an enigma because it is variously referred to as "Leeson Inn", "Leeson Inn Downtown" or "Leeson Inn Downtown Dublin" on the myriad of sites that refer to it. The confusion intensifies because on the hotel's own site (http://www.leesoninndowntown.com/) the 3 names appear. This certainly adds to the intrigue of a site which has achieved such consistent search results on Google.The following is a sampling of search results for this hotel:

1. [hotel downtown Dublin] 10/10
2. [hotel in downtown Dublin] 8/10
3. [hotels in downtown Dublin] 8/10
4. [hotels downtown Dublin] 7/10
5. [downtown Dublin hotels] 8/10
6. [downtown Dublin hotel] 7/10

What is clear is that this hotel dominates the Google pages for extremely relevant key words. Not all of the results are of the hotel itself, many feature travel and hotel sites. But one fact is undisputed, if you are conducting an online search for a hotel in downtown Dublin, this is the one that you are going to find!

One obvious conclusion: they have a good SEO firm working for them. WRONG! My guess is that they probably don't have anybody doing SEO, and if somebody is they are decidedly not doing a good job, judging from their web design , html code and the fact that the word "hotel" rarely appears in their back links. So you can't ascribe this enviable SEO situation to SEO.

So how did the Lesson Inn do it?

Its not likely to be an Irishman and search for "downtown...", its just not part of their vernacular. They use the term town center. The term "downtown ..." is American. Clearly whoever is responsible for these results is targeting American tourists and travelers.

Conclusion: since the term down town is not an Irish phrase, none of the other hotels considered optimizing for it (downtown - doesn't that sound weird to you?). So when the Lesson Inn used the term "downtown...", they were playing in a field with no competition to speak of.

So, the next time you open a business and rely on online marketing strategies, try coming up with a name that not only sound good but searches well as well.