Arcada Labs AT A GLANCE
We built The Astrid's new website and its search presence from launch.
- 12x monthly users, October 2023 to April 2024
- Almost 15x clicks from search results
- Nearly 108x search impressions
Clicks and search impressions grew over the same six months.
BACKGROUND
The Astrid's Story
Where it started
After a first trip to the slopes, a deep connection with Steamboat Springs led to The Astrid: a place for families to put down roots in a historic Colorado town.
A family project
The Sherman family wanted a gathering place, and The Astrid grew from that. It brings together luxury, family time and what Steamboat Springs offers: natural beauty, a welcoming community and plenty to do.
Luxury and community
The Astrid pairs luxury and its amenities with a sense of community, for families who want to build memories and a legacy together.
THE PLAN
What we set out to do
Research
Our research covered the Steamboat Springs luxury real estate market, wider market trends, buyer behavior and the competition, which showed quickly what worked and what didn't.
Aimed at sales
The search and marketing work aimed at more visibility, more visitors from search and, in the end, condos sold.
Local and luxury search terms
We targeted local and luxury search terms, such as "luxury ski-in, ski-out community in Steamboat Springs" to make The Astrid visible to the buyers it wanted.
Easy on every device
The site had to reflect a luxury brand: easy to use, fast to load and as good on a phone as on a desktop, which matters for trust with high-end buyers.
HOW IT WORKED
The website, then search
Built by our team
The Arcada Labs development team built The Astrid's website, with simple navigation and a clear structure so visitors could find what they needed with little effort.
Every device
The site worked the same on phones, tablets and desktops.
Photos and video
We built high-quality photos and video into the site to show the condominiums.
The market
We researched industry trends and what the target audience wanted, and used it to decide who to reach and how.
The competition
We compared The Astrid with key players in luxury accommodation: their websites, their marketing and how they engage customers. That showed where The Astrid could stand apart and sharpened its positioning.
Adjusted as we went
We watched the analytics throughout and adjusted the marketing when the data called for it.
Site audit
We audited the site with Screaming Frog, optimized meta tags, headings, meta descriptions, slugs and keyphrases for the right keywords, and made the blog posts easier to read.
Keyword research
We used Google Keyword Planner to rank search terms by volume, relevance and competition, and chose the ones that matched what makes The Astrid different.
Pages
We refined title tags, content, internal links and URLs around those keywords.
Speed
We tuned the site to load fast, for visitors and for search engines.
Backlinks
We used SEMrush to watch The Astrid's backlink profile as the site grew.
A content plan
We guided the content strategy and suggested topics for blog and social posts about the lifestyle, amenities and experiences at The Astrid. We could also write the content when needed.
Regular updates
We suggested regular updates to the site's content to keep it visible in search and relevant to buyers.
Recognized and remembered
We aimed for a brand buyers would recognize and remember, with content chosen for The Astrid's audience.
Monthly reports
Each month we reported results from Google Analytics and Search Console and adjusted the strategy to what the data showed.
Kept informed
The Astrid heard every month how the work was going, what the work had achieved, and any changes in search that could affect its rankings.
WHAT HAPPENED
The first six months
Twelve times the users
From the website's launch in October 2023 to April 2024, its monthly users grew twelvefold.
Clicks and impressions
Over the same six months, clicks from search results grew almost 15x and search impressions nearly 108x.
No penalties
No pages were penalized or dropped in search rankings because of toxic backlinks or broken internal links.
