Veriu’s Organic Search Strategy: Driving More Stays Through Smarter SEO
We love seeing long-term strategy translate into real-world results. And when it comes to SEO performance in the highly competitive hotel space, our partnership with Veriu Group has been a shining example of how smart, steady optimisation can deliver meaningful business outcomes.
We sat down with Sod’s SEO Lead, Shauna Dyas, to reflect on Veriu’s organic growth journey, the tactics that worked (and evolved), and what’s next for this fast-expanding hotel brand.
A National Hotel Brand with a Local SEO Focus
When we first started working with Veriu, the goal was simple: drive more revenue through organic search. But in hospitality, that’s easier said than done.
“Veriu’s brand is strong, but we knew there was untapped potential in non-branded and local SEO search… The challenge was visibility — especially across multiple properties and metro areas.”
Our approach focused on building out hotel-specific landing pages, strengthening Google Business Profiles, and creating content that aligned with how and where people search for accommodation, not just branded keywords.
Smarter Content, Stronger Visibility
As the brand expanded into new locations, our content strategy evolved. Blog articles initially focused on individual suburbs, but soon we moved toward theme-driven editorial content that highlights multiple areas in one piece.
“We found success blending destination-based insights with Veriu’s hotel locations. It created more useful content while naturally reinforcing the relevance of their locations.”
The blog strategy complemented other SEO efforts, including technical optimisation, regular audits, and content updates to support mobile performance and page speed — all key factors in Google’s ranking criteria.
The Results? Big.
Organic search now plays a leading role in Veriu’s digital performance:
- 60% of total website transactions are attributed to organic search
- 54% of all website traffic comes from organic channels
- +46% YoY increase in revenue from organic search
- +51% YoY increase in organic conversions
- +3% YoY increase in traffic, showing better relevance and intent targeting
“It’s not just more traffic,” Shauna said. “It’s the right traffic — people searching for stays and activities nearby, and then actually converting into guests.”
Why Is Veriu Winning at SEO?
Shauna credits the success to a collaborative, consistent approach — and a strong brand that’s well-supported across channels.
“Veriu’s paid media, social, and PR all help drive branded search, which boosts domain authority. The marketing ecosystem is working together, and that makes a huge difference.”
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