Work

About

Contact

Summary

Goals

The Solution

Challenges

Impact

Summary

Goals

The Solution

Challenges

Impact

AMResorts
AMResorts
AMResorts

SEO Improvements Increase Conversion Rates

AMResorts worked with Seer Interactive to scale their Google Analytics tracking to prepare for portfolio growth; additionally, Seer helped put in place an SEO plan for DreamsResorts.com. I was tasked with partnering with the Product Marketing Manager to redesign the homepage templates in Adobe Experience Manager (AEM) to incorporate new, SEO-friendly headlines and content for each resort property.

Dreams Resorts & Spas® is now a part of Hyatt Inclusive Collection. At the time of this project, this brand was under the AMResorts Collection®.

Dreams Resorts & Spas® is now a part of Hyatt Inclusive Collection. At the time of this project, this brand was under the AMResorts Collection®.

Dreams Resorts & Spas® is now a part of Hyatt Inclusive Collection. At the time of this project, this brand was under the AMResorts Collection®.

Key Results

  • Organic Search users declined the least out of all traffic sources YoY (-10% vs. -23%)

  • Organic Search users more engaged on site vs. last year:

    • Bounce rates down -2.5% YoY

    • Average session duration up +2.4% YoY

Timeline & Role

  • One Month

  • Lead UI Designer

Team

  • UI Design: Kristin Ferrari

  • Product Marketing Manager: Christina DeVaughn

Methods

  • Metrics Analysis

  • Content Audit

Key Results

Organic Search users declined the least out of all traffic sources YoY (-10% vs. -23%) Organic Search users more engaged on site vs. last year: Bounce rates down -2.5% YoY Average session duration up +2.4% YoY

Timeline & Role

Team

Methods

Key Results

Organic Search users declined the least out of all traffic sources YoY (-10% vs. -23%) Organic Search users more engaged on site vs. last year: Bounce rates down -2.5% YoY Average session duration up +2.4% YoY

Timeline & Role

Team

Methods

Goals

1

Increase organic search traffic to resort homepages

2

Increase YOY new bookings via search traffic

The Solution

With limited resourcing and timing to come up with a solution, implement and launch across 10+ resorts, the following features were updated or added to emphasize SEO improvements and handle stakeholder requirements.

  • Featured "Quick Facts" in the right rail highlighting rooms, pools, restaurants, and bars.

  • Booking widget always prioritized as the first feature in the right rail.

  • Updated semantic H1 and H2 titles for improved SEO.

  • Removal of confusing promotional banners in hero space, replaced with resort imagery.

  • Inbound linking prioritized to the most heavily-visited pages.

  • Inclusion of resort value propositions and selling points.

  • Promotion of additional revenue streams: spa packages and tours/excursions via affiliate linking.

  • Reduction of unused whitespace.

Before

After

psst… click me to read more

psst… tap me to read more

psst… tap me to read more

Challenges

ℹ️ Content Retention

👩‍💼 Resource Constraints

Impact

+89%
Bookings Made

(Pre-COVID Jan 1- March 1) YoY

+41%
Organic Search Traffic YTD YoY

For Dreams Sands Cancun (+86% Pre-COVID)

+39%
Revenue

Pre-COVID (Jan 1- March 1) YoY

+15%
Organic Search Traffic

(Pre-COVID Jan 1- March 1) YoY

+6%
New Organic Search Sessions

Compared to +2% new sessions in all brands YoY

+6%
Organic search YTD YoY in bookings

Last Project

Last Project

Last Project

Next Project

Next Project

Next Project

Kristin Ferrari © 2025

Kristin Ferrari © 2025