This group of theatres was a long standing client with the agency I was with at the time, with PPC and Paid Social. They requested an SEO audit for their site in April. This technical audit had a positive effect for their site’s performance so they signed on to monthly SEO in October of that year.
Website type: Ecommerce
Industry: Entertainment
CMS: WordPress
Number of pages: 2000
The Challenge
The client faces a large amount of online competition in the form of ticket resellers. The challenge was to get online users to purchase tickets directly through the theatres as opposed to a reseller. 7 Main shows were focussed on over the period October 2019 – February 2020. These shows had multiple weekly performances during this period.
The Approach
By increasing the visibility of the show pages in the search results there’s usually an increase in users who will click through to the site (increase in click through rate). Once the audience is on the show pages they will be more likely to buy tickets directly from their own Theatres Box Office as opposed to a reseller. This increase in visibility for the main show pages was done through three main strategies:
- Meta Data
- Targeted Internal Linking
- Google My Business Posts
Meta Data
The show pages’ meta data was updated on 28 January. An upward trend can be seen after meta data was updated. Rankings subsequently improved.
Internal Linking
Internal linking was implemented during December, while the effect of these take place about a month later. This can be seen in the below visibility graph tracking the visibility trend for keywords used as anchor text.
Google My Business Posts
GMB posts are often hit and miss in terms of finding SEO value, as they are more of a brand communication tool. The client was already posting some great ‘awareness’ GMB posts on their theatre accounts (for example, announcing new upcoming shows with a ‘Learn More’ button).
My GMB posts were a bit of an experiment to figure out how to best use this ‘tool’ to boost traffic to, and visibility of, the show pages.
The results were positive over-all, show pages that were linked from GMB posts showed improved visibility for a few weeks. The effect did not always last continuously but over-all it was a successful experiment.
The Results
- The show pages saw 103% increase in organic sessions from October to February.
- Organic sessions for the site grew by 113% YoY
- Organic revenue driven from the 7 show pages grew by 43% from October to February
- Organic revenue for the site increased by 82% YoY
Organic Sessions YoY
Organic Revenue YoY
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