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SEO Case Study
This case study follows a luxury wedding and accommodation venue with a well-known location and rich history. However, its website had never been strategically optimised for SEO, meaning it lacked visibility in search results for key industry terms. Instead, it relied heavily on third-party directories for traffic and bookings.
This case study explores how a targeted SEO strategy—including keyword optimisation, on-page improvements, and local search enhancements—helped this business move from no ranking to #11, and #4 when excluding directories, significantly increasing organic visibility and direct search traffic.
Luxury Accomodation & Wedding Venue
Industry: Wedding Venue & Luxury Escape
Objective: Improve search rankings and organic visibility for direct bookings
Challenges
This luxury escape and wedding venue had an established reputation and a loyal customer base, however, the website had little to no visibility in search results for key industry terms. The primary challenges included:
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No Search Rankings – The website was not ranking at all for important wedding venue-related search queries, or luxury escapes/accomodation making it difficult for potential clients to discover the venue organically.
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Lack of SEO Optimisation – The site had never been strategically optimised for search engines, meaning essential elements like metadata, structured content, and internal linking were missing.
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Reliance on Third-Party Sites – Bookings primarily came through wedding directory listings and umbrella websites, rather than direct search traffic, limiting control over brand visibility.
This case study outlines how targeted on-page SEO improvements, keyword optimisation, and local SEO enhancements helped this business move from no ranking to #11, and #4 when excluding directories, significantly improving direct search visibility.
Strategy & Execution
1. Keyword Research & Content Optimisation
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Identified high-intent wedding venue keywords relevant to local searches.
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Built and optimised new web pages to better target location-specific and event-specific searches.
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Optimised meta titles, descriptions, and headers to improve relevance.
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Created a comprehensive wedding PDF to enhance engagement and provide valuable client resources.
2. On-Page SEO Enhancements
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Restructured service pages to improve targeting for specific wedding and accommodation searches.
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Improved internal linking and content structure to enhance user experience and navigation.
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Refreshed website images to align with SEO best practices and enhance visual appeal.
3. Local SEO & Google Business Profile Optimisation
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Updated and optimised the Google Business Profile with accurate details and relevant keywords.
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Ensured NAP (Name, Address, Phone) consistency across all local directories.
Results
✔ Moved from no ranking to #11, and #4 when excluding directories for luxury accomodation/stays searches.
✔ Increased direct search traffic, reducing reliance on third-party platforms.
✔ Improved visibility in local search results, leading to more organic inquiries.
Conclusion
This project demonstrates how strategic on-page SEO, local optimisation and keyword-targeted content can drive significant search visibility improvements for businesses previously dependent on third-party listings.
