The Outcome
The results were remarkable. Within months, Black Ivy’s online visibility and performance skyrocketed. Organic traffic surged, and conversions grew significantly. Page-one keyword rankings expanded across multiple high-intent searches
The hotel’s website now ranks highly for key terms related to boutique stays, dining, and events in Edinburgh. More users are discovering Black Ivy organically, spending longer on the site, and booking directly.
The improved SEO and content strategy have also strengthened their reputation, positioning Black Ivy as one of Edinburgh’s top boutique destinations.
This project was a great success for both teams. It proved how a clear strategy, consistent collaboration, and data-driven decision-making can deliver real business results. Black Ivy continues to grow its audience, and we’re proud to play a part in their ongoing success.
The Brief
Black Ivy came to Inspire looking for a long-term SEO strategy that would deliver sustainable growth. Their website was already performing well visually, but it wasn’t reaching enough new users or generating the conversions it should have been.
They needed a strategy that would strengthen their presence in both local and national searches while driving measurable business results. The focus wasn’t only on improving visibility—it was on boosting direct bookings and making sure potential guests could easily find, explore, and book through their site.
Key requirements
What we did
We started with a full SEO audit to understand what was working and where improvements were needed. From there, we built a detailed strategy to help Black Ivy rank higher in search results and convert more visitors into customers.
Our first step was to optimise on-page elements such as metadata, headings, and image tags. We created new service pages focused on high-value keywords like “boutique hotel Edinburgh” and “dog-friendly restaurant Edinburgh,” ensuring the content reflected what users were actively searching for.
Local SEO played a huge role in the project. We enhanced Black Ivy’s Google Business Profile, added structured data, and improved map visibility, helping them appear in “near me” searches for travellers and locals looking for places to stay or dine.
We also built a robust backlink strategy, connecting Black Ivy with credible hospitality and lifestyle websites. This helped boost their domain authority and expand their reach to new audiences.
Throughout the process, we worked closely with the Black Ivy team, providing regular performance updates and refining the strategy based on data. Every decision was focused on results—driving bookings, increasing visibility, and supporting long-term growth.