Roughly 71,000 website visits, 5,624 phone calls, and 12,708 direction requests from Google in a single year, the resort's strongest year of search visibility since we began working together.
Otsego Resort is a year-round ski and golf destination in Gaylord, Michigan, with two championship golf courses, winter slopes, lodging, and five restaurants. When the resort relaunched its website, DockSyde managed the move as a search migration first, mapping every old page to the new structure with permanent redirects so a year of ranking equity carried over instead of resetting.
From there the work became continuous. We optimized titles, meta descriptions, headings, image alt text, and structured data across all 74 pages, built new landing pages to capture non-branded “Northern Michigan ski and golf” demand beyond the resort’s own name, and managed the Google Business Profile end to end: profile optimization, regular posts, and replies to all 410 reviews.
The payoff showed up where it matters most for a destination resort: the phone. Organic website visits roughly doubled, but the bigger story was local. Calls from Google more than quadrupled, direction requests grew more than fivefold, and the listing alone drove tens of thousands of website clicks, demand that turns directly into bookings, tee times, and dinner reservations. It was the resort’s strongest year of Google visibility since we began working together, and the foundation is now set to compound it.
Challenge & Solution
Otsego Resort is a year-round ski and golf destination in Gaylord that had outgrown its old website. The site needed a modern relaunch without losing hard-won search rankings, and the resort needed real, measurable growth from Google, not just a prettier homepage. The goal was to grow website traffic, phone calls, and visits across both organic search and the Google Business Profile.
Our Process
We treated the relaunch as a search migration first and a redesign second, then layered on continuous SEO and Google Business Profile management. Every step was built to protect existing rankings and turn the resort's strong brand demand into measurable calls, directions, and bookings.
Result Driven
Across the first year of the engagement, both channels climbed sharply, and the phone calls and direction requests that drive real resort bookings multiplied several times over.
- Organic website visits roughly doubled year over year
- Phone calls from Google up 374% (1,187 to 5,624)
- Direction requests up 548% (1,961 to 12,708)
- Top of the local map pack for core Gaylord golf searches
- Search impressions up 86% as new pages widened the resort's reach