Establishing a SEO Strategy: the Case of Camping Sinervä

This research observed the current situation of the Camping Sinervä’s website and the purpose was to give the commissioner ideas on how to develop the website in a search engine optimization (SEO) friendly way. Because the competition is currently increasing in the hospitality business, to stand out from the other competitors, new ways of marketing are required to survive the competition. The commissioner of this thesis was Camping Sinervä, which is a camping and caravan business in central Finland. The theory of this thesis examines search engine marketing and more in-depth search engine optimization, as well as the software which is used in Google’s SEO. In addition, an explanation of how search engines function in general was explored. The research was approached with a quantitative method and the data was collected with Google’s software. Additionally, A/B testing was performed on the data to measure the statistical difference of the two different versions of the website. In the case study, some issues of the original content were revealed, which could have affected SEO in a degenerative way. Despite that, the conversions from the search query did have a statistically significant increase between the different versions of the websites, then again, the visibility of the website did decrease. Perhaps it was not the best timing for SEO tests, due to a short test time of the website and it was applied on the off-season in the business. Nevertheless, the findings did present development ideas for SEO and the realistic results can be achieved after a longer continuous development process