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Organic traffic up 833% for Virtual Events

Surrey-based events company, Virtual Events, started working with us way back in 2015 after their website had been penalised by Google for poor quality links built by their previous SEO provider. After cleaning up their link profile, we focused on building a solid content strategy that included both on-page SEO and Google Ads. The result...833% increase in organic search traffic and rapid expansion of their business!

The client

Virtual Events is one of the most respected and reliable event management companies in the UK. They specialise in large scale event production, weddings, tour management, corporate/conference services, exhibitions, as well as VIP hospitality and endeavours.

Their team is made up of an array of talented and knowledgeable staff, including; lighting and sound engineers, event managers, logistics co-ordinators, wedding co-ordinators, AV technicians and warehouse staff.

Virtual Events at monaco grand prix

The problems

No online presence for their new services

Virtual Events first approached us when they were in their initial expansion phase. They had a previous website that purely focused on photo booth hire, which is all they were known for. They were having a new website and brand created to allow them to expand into all forms of entertainment but didn't know how to establish an online reputation in these areas.

Results not impacting their bottom line

Although their previous SEO provider had initially done a great job of getting them to rank well on Google, Virtual Events did not have processes in place to see if their investment was having an actual impact on their businesses bottom line. To take their business to the next level, they knew they needed a service that was full measurable in terms of ROI.

Previous history of a Google penalty

Virtual Events were not new to the world of SEO, having already invested with another company on their previous website. However, once Google Penguin was rolled out in 2012, their website dropped out of the search results due to a poor backlink profile. Their new website needed a strategy that would be penalty-free and could be relied upon for the long term.

Needed to rank for dance floor hire keywords

One of the new services being introduced by Virtual Events was dance floor hire, of which there were an up and coming buzz about, especially in the weddings industry. Having not offered this service previously, they had no rankings or online authority in this area. They needed to break into this niche by dominating the search results for dance floor hire keywords.

The solutions

Improved content and paid search strategy

We worked closely with their website developer to correctly structure a range of new service pages that we could then optimise for a wide range of brand new 'purchase intent' keywords. Advanced keyword research enabled us to find the most profitable search terms which we then integrated into their content and built a Google Ads strategy around, enabling them to start ranking highly within a matter of weeks.

Advanced conversion tracking to measure ROI

An in-depth analytics audit revealed that the previous SEO company had not been correctly tracking conversions and therefore were unable to show Virtual Events the return they were getting from their marketing spend. We correctly set up advanced goal tracking to measure every action their customers were taking, attributing those actions back to the correct online marketing channels.

Harmful link removal and ranking recovery

After performing an in-depth link audit on their previous website, we pinpointed which links were responsible for dropping their site out of the search results. Once we removed the harmful links and recovered their old site, we turned our attention to their new site and devised a strategy that would predominately focus on content marketing, rather than link acquisition, for natural growth and brand authority.

Creation of localised service pages & citations

We built a range of dance floor hire pages, optimised for local keyword modifiers and supported these pages with industry-relevant citations. This resulted in local rankings for a wide range of dance floor hire keywords in the exact locations they wanted to target. As our service progressed, these local rankings turned into position 1 national rankings for terms such as 'wedding dance floor hire'.

A few words from the client...

Anthony Ryder
Anthony Ryder
As an IT Business, we have utilised many SEO companies over the years which have been hit-and-miss with extortionate monthly costs.Improve Position has provided us with effective SEO at an affordable price since 2018.We find the service is personable, responsive and cost-effective. The monthly reports and stats are invaluable when keeping track of where we are in terms of ranking organically and what areas of the SEO are actually gaining the best results.We are grateful that we have finally found a UK based company that manages SEO who are always at hand to make changes and answers questions when required.

The results

+800%

organic traffic

#1

'wedding dance floor'

top 3

'dj services'

+275%

organic conversions

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