Art Hotel Commercianti
SEO Plus
February 9, 2026
About Art Hotel Commercianti
The Art Hotel Commercianti is a 4-star boutique hotel located in the historic center of Bologna, next to the iconic Piazza Maggiore and the Basilica of San Petronio. The hotel is housed in a restored 12th-century medieval building, combining original architectural elements with elegant, modern design to offer an exclusive accommodation experience.
It is an urban establishment, aimed primarily at leisure and business travelers seeking comfort, personalized service, and a central location from which to explore the city's main cultural, gastronomic, and commercial attractions on foot.
The challenge
Before starting the SEO service, the hotel's brand keywords were already well positioned, so the challenge was to improve search engine positioning for generic keywords. It was important to further highlight the hotel's value proposition in generic keywords, including its services, facilities, and strategic location, in order to attract qualified organic traffic from searches not associated with the brand.
In addition, by optimizing these generic keywords, the aim was also to increase the hotel's visibility compared to direct competitors with similar locations and facilities, strengthening its position in a highly competitive market.
The solution
During 2025, using Roiback's SEO PLUS service, work was carried out on three large blocks of selected generic keywords: those related to location (center of Bologna, Piazza Maggiore, Basilica di San Petronio), hotel type (boutique, historic, luxury, 4-star), and services (meeting rooms, offers, rooms, parking). These keywords were worked on in three strategic languages: Italian, Spanish, and English.
Thanks to this approach, multiple Top 1–3 positions have been achieved for strategic keywords within these three areas, reflecting the success of the strategy implemented. This positioning reinforces the hotel's presence in searches with a clear transactional intent, especially those that combine location + type and location + service, thus increasing visibility and clicks within the user decision-making process and ensuring a constant and free flow of relevant traffic, thereby increasing the probability of conversion and strengthening the brand against the competition in the Bologna market.
OTHER ACTIONS
- Technical optimization of the site.
- Creating valuable content:
- New sections and landing pages adapted to different languages.
- Texts optimized with selected keywords and internal interlinking.
- Writing and implementation of FAQs to improve user experience and positioning.
- Implementation of structured data (Schemas)
- Implementation of LLMS.TXT
Results
EVOLUTION OF BRANDED VS. UNBRANDED TRAFFIC
In December 2024, traffic from branded keywords accounted for 93.7%, while traffic from generic keywords barely reached 6.3%. A year later, the weight of generic keywords has increased to 67.1%, reflecting the results of the generic keyword strategy developed over the last year and a greater ability to capture organic traffic beyond the brand.
This change indicates that a greater number of users are now finding us through searches not directly related to the brand, reducing dependence on brand traffic and expanding the organic reach of the project.
DISTRIBUTION OF GENERIC KEYWORD POSITIONS: EVOLUTION (including: Hotel+Bologna)
The evolution of organic position distribution between 2024 and 2025 reflects steady progress in the performance of the keywords worked on.
In December 2024, more than 80% of keywords were ranked on the fourth page of results or lower, while only 2.3% appeared on the first page. During 2025, we have observed a very significant evolution in positioning. Twenty percent of keywords are now on the first page, while 54% are concentrated on the second page.
Our presence on the first page of Google has increased more than fourfold. This progress shows that our keyword work has allowed us to move a significant volume of terms to much more competitive positions, with a greater capacity to generate impressions and clicks.
EVOLUTION OF GENERIC KEYWORDS
containing "HOTEL" + "BOLOGNA"
2024 vs. 2025
Position and impression KPIs directly reflect the hotel's visibility in search engines and indirectly impact organic traffic. Better positioning and a higher number of impressions for generic keywords means that more users discover the hotel and, as a result, brand searches also increase.
The main objective is to raise awareness of the hotel among those who are not yet familiar with it. In this regard, it is essential that the marketing strategy does not focus solely on the "tree" in front of which the brand is already familiar, but rather considers the entire "forest" of new potential customers.
"Before activating the Roiback's SEO PLUS service, the hotel's ranking on search engines such as Google for brand keywords was already excellent, but we needed to improve our ranking and, consequently, traffic for generic keywords that do not include the hotel brand.
Together with Roiback's SEO team, we selected generic keywords that best highlighted the features and location of the Art Hotel Commercianti, and after a year of work thanks to the SEO PLUS service, the results obtained were extremely satisfactory and the objectives we had set ourselves were fully achieved.
