How Our SEO Tactics Increased Organic Traffic, Engagement, and Conversions For Visit Roseville

About Visit Roseville: Visit Roseville serves as the official destination marketing organization for Roseville, Minnesota, expertly showcasing the city’s unique appeal. Strategically located between Minneapolis and Saint Paul, Roseville offers unmatched convenience with just a 10-minute drive to either downtown. The association provides comprehensive resources to connect visitors with the area’s top hotels, diverse dining options, versatile meeting and event spaces, and exclusive deals. Whether exploring Roseville or the broader Twin Cities, the Roseville Visitors Association ensures a seamless and enriching experience for all.

Our SEO strategy for Visit Roseville is much in line with how we tailor our SEO campaigns for our tourism clients. We focused on the following SEO deliverables:

Optimizing the site’s attraction pages and blog posts, including adding more details to older blog posts designed to increase site engagement
Focusing on the hotels page, and implementing SEO tactics to improve rankings for the important keyword, hotels near me (targeting Roseville)
Leveraging attraction pages to internally link to the hotels page we optimized – both boosting SEO and conversion rate opportunities.
Utilized guest posts to point back to very important pages for the site, such as the hotels page.

Focus On Attraction Pages

In optimizing the SEO strategy for the Roseville Visitors Association website, the focus was on enhancing discoverability and improving user navigation. One of the key strategies implemented was the optimization of title tags to include geotargeting keywords such as “Roseville, MN.” By doing this, we ensured that the site was better positioned to rank for local searches, aligning with potential visitors looking for accommodations, attractions, or events in the area.

Additionally, we added descriptive alt text to all images across the site, emphasizing relevant keywords. This optimization not only improved the site’s accessibility but also increased the likelihood of images appearing in image search results, driving additional traffic to the website.

To further enhance the user experience and boost search engine performance, we implemented a comprehensive internal linking strategy. This involved strategically placing links pointing to key attraction pages, such as the Things to Do in Roseville section. By doing so, we created a stronger site structure, helping both users and search engines easily navigate to high-value content. These efforts collectively contributed to improved search visibility, increased engagement, and a more seamless browsing experience for users.

Organic Keyword Improvements

When we began working with Visit Roseville, they sought to gain traction with specific keywords, including local attractions near Roseville. Our team implemented content optimizations and internal linking to target the keywords most important to the client. Here are some notable keyword improvements below:

While we were thrilled to see improvements in all the keywords, there were two competitive keywords that really stood out as most important: Hotels near me and Hotels Roseville.

Hotels Roseville ranked at the very bottom of page 1, and hotels near me really didn’t have much organic visibility at all.

How We Were Able to Rank for Hotels Near Me

Hotels Near Me is a challenging keyword as often your competitors will include the likes of hotels.com. Through strategic title tag adjustments and proper schema mark-up for the page, we were able to achieve a first page ranking for this keyword!

Google Search Console Improved Metrics

Our team knows that utilizing Google Search Console to its maximum potential is important for SEO. Google Search Console holds key insights into how Google can find and crawl your site, how your pages are indexing, which queries show your site, and how frequently searchers click through for those queries.

In a 3-month comparison period (YoY from 2023 compared to 2024), we managed to increase clicks by 37.35% and increase impressions by 22.74%.

Top Queries Leading to Clicks

Here are some of the top queries leading to improved clicks. We got strong traction for queries such as things to do in Roseville (93 clicks vs 36 the year before)

Example of Guest Post Linking For Visit Roseville

Google Analytics Improved Metrics and Focus on Conversions

Also, in comparing June 1 – Nov 19, 2024 compared to the prior year (YoY) in Google Analytics 4, we increased new users by 15.11% and returning users by 45.52%.

We know engagement time is a critical metric in the tourism space as it indicates users are pursuing more pages and finding the content helpful. We were able to increase the average engagement time by user by 11.32% through organic, and also increase the engaged sessions per active user by 10.75%.

Additionally, we were able to increase the event count through organic by 156%.

Referring Domain Campaign

We also were able to continually increase the site’s referring domains, from 348 in the middle of July to 407 in the middle of November, leading to higher organic visibility for Visit Roseville’s site.

Get Started With SEO for Your Tourism Site

At Sievers Creative, we specialize in helping tourism organizations like yours thrive online. Our mission is to understand your destination’s unique appeal and translate it into a digital strategy that drives results. Whether you want to attract more visitors, highlight local attractions, or revamp your website to better showcase your offerings, our team has the expertise to make it happen.

Wondering how your tourism site measures up? Contact us for a comprehensive SEO audit tailored specifically for travel and destination websites. We’ll uncover opportunities to improve your visibility, optimize your content, and connect with your ideal audience. Let’s work together to bring more travelers to your destination—reach out today to get started!

SEO CASE STUDY – Visit Roseville

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