The Challenge
Minmore Mews is a beautiful self-catering property in County Wicklow with the capacity to host large groups. However, prior to this project, the website and search visibility were primarily attracting small bookings of 2–3 guests, limiting revenue potential and underutilising the property’s true capacity.
Despite strong impressions in Google Search, Minmore Mews was:
Competing with major booking platforms for generic “Wicklow accommodation” terms
Ranking on page two for high-intent searches
Receiving enquiries that did not align with its ideal use case:
group stays, workshops, retreats, and events
The goal was clear:
reposition Minmore Mews online as a premium group accommodation venue, not just a place to stay.
The Strategy
Rather than trying to outrank large OTAs like Booking.com directly, the strategy focused on owning a specific niche:
Group accommodation in Wicklow.
Key Actions Taken:
1. Complete Content Restructure
Created individual, SEO-optimised pages for each cottage
Clearly showcased capacity, layouts, and shared facilities
Highlighted how cottages work together for larger groups
2. Group-Focused Messaging
Reframed the site around:
Group accommodation in Wicklow
Wellness retreats
Creative workshops
Golf groups
Family reunions & events
Emphasised:
Sleeps up to 24 guests
Exclusive use of the full property
Gardens, BBQ area, games room, and communal spaces
3. Search Intent Alignment
Targeted high-intent group search terms, including:
Group accommodation Wicklow
Retreat venue Wicklow
Self-catering for large groups
Workshop and event accommodation Wicklow
Structured content to match what group organisers are actively searching for
4. Google Visibility Optimisation
Optimised Google Business Profile lodging attributes
Improved internal linking and page structure
Enhanced clarity around amenities, layouts, and use cases
The Results
Search Visibility
First-page rankings achieved for group accommodation–related searches
Improved visibility for niche, high-converting keywords
Reduced reliance on generic OTA-driven traffic
Enquiries & Bookings
Shift from 2–3 person bookings to 12–22 guest enquiries
Increased demand from:
Workshop organisers
Wellness retreat hosts
Creative groups
Event and family reunion bookings
Business Impact
Larger bookings = higher-value stays
Better alignment between property capacity and guest demand
Clear positioning as a destination venue, not just accommodation
The Outcome
This project marked a turning point for Minmore Mews.
With a clear niche, targeted content, and intent-driven SEO, the property has successfully transitioned into a group accommodation and retreat destination — setting the stage for 2026 to be a year of real change and growth.
Instead of competing with global booking platforms, Minmore Mews now competes where it wins:
by offering something unique, purposeful, and perfectly positioned for group experiences in Wicklow.
Key Takeaway
SEO isn’t just about traffic — it’s about attracting the right guests.
By aligning search strategy with real business goals, Minmore Mews unlocked a higher-value audience and transformed how the property is booked and used.
