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Rocking The Rank 1 In The Events Industry

How a local events company uses SEO to achieve a major breakthrough in business growth

Campaign Objective

This business specialises in event planning and management services, from carnivals, dinner and dance, retreats, sports events to special events. Event management has always been a competitive niche in Singapore. The objective of the campaign is to overtake competitors and be ranked Top 3 for specific competitive keywords.

Website History

The client engaged an SEO provider in 2015 to 2016 to grow their online presence on Google Search Engine. After a year of progress, the website is still hovering in page 3 and page 4 of Google search results, hardly driving any organic traffic.

Challenges Holding The Website Back

- Toxic backlinks from past lacklustre SEO work
- Inconsistent SEO maintenance
- Poor onsite SEO

Course Of Action

The first course of action was to look into the website’s history. We utilised several tools such as Ahrefs, Google Search Console and Analytics to understand the work done and found several key issues.

One issue was the nature of backlinks, where we disavowed toxic backlinks that was preventing the website from being ranked. Another factor was the low domain authority, resulting from low quality backlinks that were irrelevant to the nature of the business. To counter this, we started our backlink outreach strategy and procured natural relevant high quality backlinks to the website.

Next, after conducting an in-depth onsite analysis, we found out that the website has a relatively poor onsite score as compared to its competitors. Together with information from Google Search Console, we created a sitemap and submitted it to Google. We looked into the page structure and re-performed some permalinks to match the keywords and the search intent of the pages. For the old permalinks, we did a 301 redirect to the new permalinks. We also fixed the robots.txt file that was preventing search crawlers from crawling some important pages.

Last but not least, we recommended the client to rewrite some of the website contents to have better relevancy with the focus keywords they are targeting in the selected pages.

As per our initial analysis, the events industry faces high SEO competition, receiving more than 20,000 active searches monthly for event companies. While the website received negative SEO attack from competitor during our SEO climb, we were able to restore the rankings quickly and stabilised it.

Breakthroughs We Achieved

In a span of 1 year, we conquered the top 5 Spots within 6 months and was ranked 1 Spot by the last quarter of the year. With consistent and progressive SEO efforts, we conquered Rank 1s and Rank 2s for over 50 keywords that are exposed to more than 10,000 search visitors a month. The exponential increase in website visitors versus a year back, drove plenty of business opportunities and enquiries for their services. The team capitalised on the huge influx of opportunities from SEO and successfully achieve a major breakthrough in their business revenue.

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