Bergen Børs Hotel, Grand Hotel Terminus, Bjerck and Wesselstuen share one website: debergenske.no. In the last twelve months it got 453,784 clicks from Google, 52 percent more than the year before, and hotel revenue has grown 30.3 percent so far this year.
De Bergenske is a hotel and restaurant group in Bergen with five hotels and a range of restaurants, spas and event venues, among them Bergen Børs Hotel, Grand Hotel Terminus, Skostredet, Bjerck, Frescohallen and Wesselstuen. Everything is gathered on one domain, debergenske.no.
The challenge
The brand was strong, but the visibility was narrow. Most clicks from Google came from people who were already searching for a hotel or restaurant name. Generic searches such as “restaurant bergen” and “spa bergen” gave many impressions, but few clicks. At the same time Google, ChatGPT and Copilot began answering questions about Bergen before people clicked further.
How we solved it
One domain as a distribution engine: content that answers a concrete question sends the reader straight on to a table booking or a room search.
Content for the questions people ask: guides and articles with questions as subheadings, the answer first and one topic per page.
Technical SEO: crawl of the whole website, fixing of internal links and a structure where each venue owns its keywords.
The Google profiles as answer surfaces: opening hours, menus and replies to reviews for all the venues.
Paid search and contextual advertising: DSA for the restaurants, Performance Max for the hotels, dedicated campaigns for the spa and Christmas parties, and Kobler in editorial environments.
Measurement of both Google and AI: Search Console, Bing Webmaster Tools, Ahrefs and analytics, connected to bookings and table reservations.
+52% clicks from Google, last twelve months
+30% hotel revenue so far this year
+22% confirmed restaurant guests
15.8 → 7.1 average position
The results
Visibility in Google has grown sharply, and it goes hand in hand with more guests and higher revenue.
+52.1% clicks from Google: 453,784 clicks in the last twelve months, against 298,373 the year before.
Average position from 15.8 to 7.1: from October 2024 to the last 90 days. De Bergenske is now on the first page for hundreds of searches where it used to be on page two.
+50% keywords in the top 3: among them “spa bergen” and “izakaya”.
3,558 citations in Copilot in three months: more than any other client in the portfolio.
Visibility that turns into sales
+30.3% hotel revenue: with 24.7% more room nights and a 4.5% higher average price.
+17.2% direct revenue: bookings via debergenske.no and the hotels’ own pages, with a 6.5% higher average price than last year.
+71.2% for Skostredet Hotel: and 86.5% of the revenue comes directly.
+21.8% confirmed restaurant guests: and the share who cancel has gone down from 19.1 to 14.9%.
+14.6% conversion value in Google Ads: the return per advertising krone has gone from 3.99 to 4.31.
Read more about the figures: One domain gave De Bergenske 52 percent more clicks.
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