SEO, SEM & SMO for Events
Case Study : Wedding Fair Events Website
Please note : Metrics outlined here represent sensitive, competitive and strategic information. All company names and branding have been omitted from this illustrative data to preserve client confidentiality.
On-Page SEO Tactics
During this 3 month project, BlueCoffee revisited the existing website and made updates to the on-page SEO to improve search engine friendliness. This included the following amends to the site:
- Addition of relevant ALT text to all new images
- Updates to meta data to provide unique page titles, descriptions and keywords for each page
- Utilising Webmaster Tools to identify potential search issues.
- Creation of search engine friendly page URLs
- Improvements to internal linking
- Creation of custom 404 error page(s)
- Improvements to website calls to action
Off-Page SEO, SEM & SMO Tactics
- BlueCoffee improved the website presence for Google Universal search,creating a Google local listing, submitting event images to Flickr and event video to YouTube
- BlueCoffee created a link building plan, with monthly effort devoted to increasing in-bound links from better link anchor texts
- BlueCoffee implemented advanced web analytics to produce actionable results using goals, with advanced segmentation to determine user engagement
- Created new content targeting specific terms
- Created a survey targeting engaged women on Facebook, then used this data to create published articles to increase inbound search traffic
- Created and maintained a timed regionally based PPC campaigns for each event, boosting ticket sales.
Key Performance Indicators (KPIs)
ORGANIC SEARCH METRICS (3 month period)
Increased Overall Traffic : up from 27,316 to 41,572 |
+ 52.19% |
Increased Organic Traffic : up from 10,713 to 17,362 Key terms targeted based on search volumes, resulting in excellent rankings: |
+ 62.06% |
increase in non paid traffic for the term ‘wedding fairs’ |
+ 122.27% |
increase in non paid traffic for the term ‘wedding shows’ |
+ 31.34% |
increase in non paid traffic for the term ‘uk wedding shows’ |
+ 3.16% |
increase in non paid traffic for the term ‘wedding fiar london’ |
+ 391.18% |
increase in non paid traffic for the term ‘excel wedding show’ |
+ 558.54% |
increase in non paid traffic for the term ‘wedding show excel' |
+ 935.29% |
| Increased Referred Traffic : up from 5,212 to 8,788 | + 68.61% |
| Increased Visit Duration : improvements in targeting increased the average visitor time spent on site from 2:15 to 2:16 | + 0.66% |
| Reduced Bounce Rates : number of visitors leaving from homepage without visiting any other pages (inappropriate referrals) down from 38.18% to 37.06% | - 2.94% |
PAID SEARCH METRICS (3 month period)
Increased Paid Traffic : up from 5,756 to 9,707* (*based on unchanged monthly budget) |
+ 68.64% |
Increased eCommerce Transations: up from 363 to 680. |
+87.33% |
| Increased eCommerce Average Order Value: up from £14.90 to £16.18. | + 8.57% |
| Increased eCommerce Conversion Rate : visitor to customer conversions up from 1.33% to 1.64% |
+ 23.09% |
Online Revenues Up 104.05% in 3 Months
During this 3 month period, our client benefitted from an increase in website generated revenues from £5,409.00 to £11,037.00.
Google Analytics Reports
If you would like to see more in-depth information, please view the Google report for the period:
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Google Report : Events Promotion ( L click to view | R click to download ) |