SEO Case Study
How We Grew Omniplex Cinemas’ Organic Website Traffic by 30%
Timeline: June 1st – Dec 31st 2023.
Focus: SEO
Result: Success
WHAT WERE THEIR GOALS?
Top Local Rankings
Omniplex aimed to rank at the top of Google search for highly competitive, high traffic keywords like “cinema Cork” (9,900 searches per month), “cinema Galway” (12,100 searches per month), and “cinema Belfast” (880 searches per month). As these keywords are heavily searched, they reflect a huge potential audience and customer base for Omniplex in Ireland’s major cities. High visibility under these keywords would be crucial for driving traffic to the website and online ticket sales.
In-House SEO Development
The client wanted to build internal SEO capabilities, ensuring their team could manage and sustain SEO efforts across all locations. This included knowledge transfer on best practices and tools for ongoing optimisation and content management.
Data Accuracy & Tracking
Before our involvement, Omniplex couldn’t see online sales data in Google Analytics and so, a full overhaul of their Google Analytics and Tag Manager setup was needed. This would ensure accurate tracking of user behaviour, conversion events, and revenue data, providing Omniplex with reliable insights into customer journeys. With this data, they could make data-driven decisions to enhance the customer experience and increase conversions going forward.
OUR SOLUTION
SEO Audit & Error Resolution
Our team started with a 60 page SEO audit, uncovering over 37,000 errors across the Omniplex website, highlighting critical issues impacting the site performance, such as broken links, duplicate content, and inefficient site structure. We systematically addressed these errors to significantly improve the site’s health and overall user experience.
Keyword Analysis & On-Page Optimisation
We conducted a thorough keyword analysis and identified key search terms relevant to each location, targeting high-traffic, location-specific phrases like “cinema Cork,” “cinema Galway,” and “cinema Belfast”. These keywords were integrated into the site’s metadata, headings, and content to enhance relevance and visibility.
On-page SEO edits included optimising title tags, meta descriptions, page layout and internal linking structures to boost search engine rankings.
Technical SEO Enhancements
Next, we implemented some key technical SEO improvements, such as correcting canonical tags, implementing 301 redirects to resolve duplicate content issues, and adding noindex tags on low-value pages. These changes ensured that search engines correctly indexed the most valuable pages, enhancing overall site visibility. They also optimised the website’s load speed and mobile responsiveness, crucial factors for user experience and SEO rankings.
Advanced Analytics & Ecommerce Tracking Setup
To enable precise tracking of online sales and insights into traffic sources and conversions, our team set up full e-commerce revenue tracking on Google Analytics 4 from a custom script, as well as enhanced Google Tag Manager configurations. This setup included detailed event tracking for key actions like ticket purchases and newsletter sign-ups. We also implemented UTM parameters on Google Maps listings, which allowed for granular tracking of traffic sources and the effectiveness of local SEO efforts.
Google Ads Strategy
In addition to our organic SEO efforts, we revamped the Omniplex Google Ads strategy, launching targeted Search and Display Ads campaigns which was designed to complement our SEO work, capturing additional traffic and conversions through paid channels. These ads were optimised for location-based searches and movie-related keywords, driving high-quality traffic to the site.
Enhanced Sales
The 30% boost in organic traffic levels was reflected in online sales, now with precise tracking into traffic sources and conversions using our custom script for better customer insights.
A Happy Client
Omniplex Cinemas were delighted with the results of our work. This project not only met but exceeded their expectations, establishing a strong foundation for their continued growth. We have continued working with Omniplex and are now leading their expansion into Britain.
‘Fantastic company to work with. Peter and Aidan really know their stuff. Thanks guys!’’
– Joe Hogarty, Group Marketing Manager, Omniplex Cinema Group.
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