Organic traffic up 833%
for Veo Events
Surrey-based events company, Veo Events (formerly 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
Veo 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.
The Problems
Every business comes to us facing its own unique challenges. Before developing a strategy, we take the time to understand what’s holding them back — from visibility and conversions to technical or communication issues. Here’s what we identified in this project:
No online presence for their new services
Veo 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.
Previous history of a Google penalty
Veo 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.
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, Veo 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.
Needed to rank for dance floor hire keywords
One of the new services being introduced by Veo 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.
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.
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.
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 Veo 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.
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’.
The Solutions
With a clear understanding of the challenges, we developed a tailored strategy designed to deliver measurable, long-term results. Our approach focused on addressing each problem directly through a combination of targeted actions and best-practice digital marketing techniques:
The Results
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A Few Words
From The Client
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