+75%
Ticket Sales
12+
Content Gaps Addressed
The Challenge
Johnnie Walker's Prince Street location needed to drive awareness and ticket sales through organic search. The brand's search presence was dominated by product pages rather than experience-led content.
The Strategy
Conducted deep keyword research to identify purchase-intent and experience-led queries being missed. Developed content that met potential visitors at different stages of their search journey.
SEO Tactics Used
- 1Comprehensive keyword research across experience, event, and gifting intent clusters
- 2Content gap analysis vs. competitive experience venues
- 3Location-specific landing page optimisation
- 4Internal linking from brand pages to experience pages
- 5Collaboration with PPC team to identify high-value terms for organic priority
Key Takeaways
- →Experience brands often underinvest in content relative to product pages.
- →Cross-team SEO/PPC collaboration surfaces the highest-value keyword targets.
- →Purchase-intent content delivers faster revenue impact than awareness content.
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