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)


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.

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:


Download BlueCoffee Google Report : Events Promotion - Google Report : Events Promotion
( L click to view | R click to download )


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