Discover your website migration risk score
Website migrations are one of the fastest ways to lose organic traffic – often without realising why until it’s too late.
Room2 is a hometel and aparthotel brand with properties in Belfast, Chiswick and Southampton.
MGX Digital provides ongoing SEO direction to help Room2 grow visibility beyond brand search. The retainer brings together content strategy, technical SEO oversight and local SEO guidance, giving the team clearer priorities across the areas that influence organic performance.
The focus is on helping Room2 connect with potential guests earlier in their search journey, when they are still exploring locations, stay types and accommodation options.
Room2 has a distinctive hospitality proposition and an established brand presence.
The opportunity was to increase visibility among people searching for aparthotels, longer stays, flexible accommodation and location-specific places to stay. These searches carry strong travel intent because they often happen before someone has chosen a brand or property.
The website also needed ongoing technical oversight. With an older build, issues could affect visibility, indexing or content performance. Room2 needed confidence that technical issues would be identified, assessed and resolved before they could impact organic performance.
There was also a local visibility opportunity across the three properties. Each location needed to appear clearly and consistently in location-led searches, with Google Business Profile activity supported by guidance that internal teams could realistically maintain.
We shaped the SEO retainer around the areas most likely to influence commercial visibility: non-brand discovery, location-led content, technical risk and local search.
For content, this meant identifying search opportunities linked to how people actually look for accommodation — by destination, length of stay, travel need and property type. We helped room2 prioritise evergreen and seasonal content that could capture demand before guests were searching for the brand directly.
For local visibility, MGX developed direction for room2’s Google Business Profiles across Belfast, Chiswick and Southampton. The aim was to make local activity more consistent, more purposeful and easier for internal teams to apply.
On the technical side, MGX Digital monitored the existing website for issues that could limit organic performance. Rather than surfacing every possible fix, the focus was on prioritising the changes most likely to protect visibility, support indexation and reduce risk.
This gave room2 a clearer SEO framework across content, local search and technical performance, with each area connected to the same commercial goal: helping more potential guests discover room2 before they had already chosen where to stay.
room2 achieved a 261% increase in clicks YoY from non-brand search terms, including searches connected to longer stays and related accommodation needs.
This reflected progress in the area MGX Digital was focused on influencing: helping more people discover room2 when searching for the type of stay it offers, not only when searching for the brand itself.
The retainer also gave room2 stronger local SEO direction, more consistent content priorities and ongoing technical monitoring to protect visibility as the existing site continued to evolve.
For hospitality brands, growth does not only come from people already searching for the brand.
A stronger non-brand and local search presence helps room2 reach guests earlier, while they are still comparing locations, stay types and places to stay.
MGX Digital’s ongoing support gives room2 continuity across content, technical SEO and local search, helping organic visibility build through clear priorities rather than isolated activity.
Discover how likely you are to lose visibility with your current website migration plans. Find out how vulnerable you are now, before it’s too late.
We worked on a website migration for a luxury sculptor. We started with careful…
Studio Noel always had the creative excellence that clients value. They needed a digital…
“MGX Digital is the best thing to happen to London Walks in the last…
