Niche SEO · Positioning
Sun Sol SEO
SEO and reputation management positioning for Caribbean luxury resorts.
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The challenge
Luxury resorts in the Riviera Maya face a recurring, seasonal reputation problem: sargassum washes up, reviews turn negative, search results follow, and bookings drop. No specialized SEO service existed to address it.
My role
What I actually did
- Found the market gap. Identified sargassum-driven reputation damage as a real, recurring, and completely unserved SEO niche.
- Built the positioning. Framed the brand as the authority on both search strategy and crisis reputation management, rather than a generic SEO shop.
- Designed around tourist search behavior. Built the site around the terms travelers actually type — “sargassum in Tulum,” “seaweed season Riviera Maya” — so resorts find it while searching for their own problem.
- Packaged the offer. Developed a cohesive service spanning SEO, content, PR and monitoring, framed as one turnkey solution a resort can say yes to.
Outcome
The site works as a targeted lead-generation tool for hotels and resorts, and demonstrates the part of this job that isn't code: finding a gap in a market, understanding who's hurting, and positioning against it.
Questions
About this project
How do you do SEO for a luxury resort?
By changing the question the search is answering. Resorts compete on beach conditions they can't control, so the strategy was to shift the narrative away from unpredictable beaches and onto the amenities they own outright — and to own the niche, high-intent queries their guests search before booking, rather than fighting the whole travel industry for generic head terms.