Hilton: +76% sessions & $140K/mo in ad spend saved
Cut $140K/mo in ad spend while doubling organic discovery sessions.
Coasting on brand terms while paying $330K/mo in ads
Hilton's organic traffic was dominated by branded searches — people already looking for Hilton. Discovery traffic, the high-value visitors in the "where should I stay?" phase, was almost entirely captured by paid search at a cost of $330K per month. The site had 41K duplicate property pages and 9K thin templates dragging down crawl efficiency and diluting authority across thousands of low-quality URLs.
Architecture cleanup + 190 intent clusters built for discovery
We pruned 41K duplicate pages and merged 9K thin templates into consolidated, authoritative property hubs. Shifted site infrastructure to HTTP/3 and Brotli compression for significant Core Web Vitals gains. Then built 190 "stay-need" content clusters — targeting high-intent informational queries like "best hotels near [attraction]" and "where to stay in [city]" — to intercept travelers before they reached a paid search result.
Sessions doubled. Ad reliance cut nearly in half.
Monthly organic sessions grew from 3.78M to 6.64M — a 76% lift driven entirely by non-branded discovery traffic. Paid search reliance dropped from $330K to $190K per month, saving $140K/mo in ad spend. 95% of the new quality pages launched within the engagement window, creating a compounding content asset that continues to rank.
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