This SEO project was for the Passion Trust, a charity working with organisations and communities to stage dynamic city-scale street theatre and plays around the UK. Their Passion Plays website receives peak traffic in the run up to Easter when many of their events take place.
The website offers a hub of information for production teams, casts and communities, and lists these theatre events across the UK for audiences to find easily. Their marketing year is geared towards this Easter peak.
My digital marketing brief was to improve the exposure of the website, to reach more people, promoting the plays. And thereby increasing performance across the Easter period in comparison to the previous year.
I carried out an SEO Audit and found the website needed major work to improve its search engine optimisation. Presenting my findings to the team I recommended a programme to address this and upgrade all pages to meet SEO best practice. This included added Meta Data, Copy-editing for SEO, and incorporating achievable, relevant keywords as part of the strategy. The team worked with me to add Alt Text to all images on the site. And the Webmaster applied further upgrades I recommended to improve the site’s overall performance, and adding it to Google Search Console (to complement Google Analytics).
I also coached the team in SEO principles and practice for future content.
Outcomes of improving SEO
The result was a 16% increase in organic search traffic to the website compared with the previous year. There was an average click-through rate of 3.8% overall.
Coupled with a reduction of more than 50% in the organic search bounce rate. The peak traffic day bounce rate this year was 31.54% compared with a bounce rate of 69.81% on the same peak day in 2022. A drop of over 50%.
This was a very good outcome based on applying SEO best practices to an established website, improving its Organic Search performance, optimising the website for Google to serve it to those who needed to find the information.
feedback and endorsement
It’s been a pleasure working with Alex on two recent projects. Her SEO knowledge and expertise has truly strengthened both projects and seen positive results in a short space of time. She is detailed and thorough with the analysis of the current sites – giving clear and insightful suggestions on how to best optimise them to perform better. The positive SEO results speak for themselves but along the way she also assisted in educating myself and the team as we tweaked the website accordingly. This left us feeling confident we can continue to optimise the site successfully going forward too. I would thoroughly recommend Alex to anyone with a business site that is looking to analyse their target audience and increase Google presence by making changes to their website. I hope to work with her again on other projects going forward, as she is great to work with and I know she delivers results.
Stephen Holdstock, Webmaster & Media Consultant
© Alexandra Noel / The Passion Trust – All rights reserved. 13th May 2023
Alex Noel 