SEO Case Study of Oliver Myles
Project Overview
Client: Melanie LangleyWebsite: https://olivermyles.co.uk/
Industry: Bespoke Event Planner
Duration: 6+ months
Goals: Increase organic traffic, improve keyword rankings, and boost online enquiries.
Project Overview
Oliver Myles is an events management provider that delivers bespoke parties, VIP occasions, and tickets to shows, concerts, or sporting/social events.
We started this project in 2022, when it was ranked rather low. We addressed this by putting in place focused SEO techniques, which greatly increased its visibility. Its traffic and enquiries both increased significantly as a result.
This case study will go over the SEO tactics and procedures used to improve the website https://olivermyles.co.uk/‘s online exposure and search engine rating.
Objectives
Goals
Boost Organic Traffic: Use organic search to bring in more people to the website.
Boost Organic Keyword Rankings: Get better rankings for specific keywords associated with natural health and herbal tea.
Boost Online queries: Raise the quantity of queries made online.
KPIs
Google Analytics is used to measure organic traffic.
Keyword Rankings: Google Search Console and AHREF are used to track rankings.
Conversions: GA4 monitored organic enquiries.
Organic traffic increased
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Initial Audit
Doing a thorough SEO audit was the first step in Oliver Myles’ SEO journey.
This audit helps in determining the website’s weaknesses and potential development areas.
We identified these problems and prepared a checklist before beginning the process of fixing them.
Key Findings:
Site Structure: Problems with the site’s organisation that affect search engine indexing and user experience have been found.
Technical Issues: Many technical issues were discovered, including sluggish load times, problems with mobile responsiveness, and errors like 404 and 403 pages.
On-Page SEO: The absence of optimised content and improperly formatted or missing headings, alt texts, and meta tags were observed.
Backlink Profile: Analysed the backlink profile and found places where high-quality backlinks may be developed.
SEO Steps Performed
I divided the SEO steps into three major categories with several sub-points:
Technical SEO
On-Page SEO
Off-Page SEO
1. Technical SEO
Objective:
Ensure the website is technically sound and accessible to search engines.
Actions:
Webmaster Tools Setup: Ensured proper configuration of Google Search Console and Bing Webmaster Tools. This step was crucial for monitoring the site’s performance and identifying crawl errors.
Site Speed Optimisation
Image Compression: Large images can significantly slow down page load times. We utilised tools like TinyPNG and ImageOptim to compress images without losing quality. Additionally, we implemented the WebP format for images, which offers superior compression.
Browser Caching: Configured browser caching to store frequently accessed files locally on users’ browsers. This reduced the need for repeated downloads from the server, speeding up load times for returning visitors.
Minification: Minified CSS, JavaScript, and HTML files to reduce file size by removing unnecessary spaces, comments, and characters. Tools like UglifyJS and CSSNano were used for this purpose.
Mobile Responsiveness:
Responsive Design: Ensured the website was fully responsive, meaning it adapts seamlessly to different screen sizes and devices. This was achieved using flexible grid layouts, responsive images, and CSS media queries.
Mobile-First Indexing: Recognised the importance of Google’s mobile-first indexing. We ensured that the mobile version of the website contained the same content and metadata as the desktop version.
Touch-Friendly Elements: Made sure buttons and links were large enough to be easily tapped on mobile devices. This improved usability and reduced bounce rates from mobile users.
Accelerated Mobile Pages (AMP): Considered implementing AMP to create faster-loading mobile pages, although the primary focus was on ensuring the existing mobile site was optimised.
Testing and Validation: Used tools like Google’s Mobile-Friendly Test and Lighthouse to validate mobile performance and fix any identified issues.
Fixing Page Errors
404 Errors: Conducted a thorough audit using tools like Screaming Frog SEO Spider and Google Search Console to identify and resolve 404 errors. This involved:
Redirects: Setting up 301 redirects for any permanently moved content to ensure users and search engines are directed to the correct pages.
Custom 404 Page: Designed a custom 404 error page to help retain visitors by suggesting alternative content and including navigation links
Schema Data: Fixed issues related to structured data to improve search engine understanding. Implementing schema markup helps search engines better understand the content and context of the pages.
Duplicate Content: Identified and addressed duplicate content issues using canonical tags to indicate the preferred versions of pages to search engines.
2. On-Page SEO
Objective: Optimise individual event pages to improve relevance and visibility in search engine results.
Actions:
Keyword Research: Identify relevant keywords for all events to attract potential clients searching for upcoming, bespoke and Royal events.
Conducted extensive keyword research using tools like Google Keyword Planner, SEMrush and Ahref.
Identified high-traffic, low-competition keywords for each event page or event category, such as “Royal Events,” “bespoke events,” “Royal Experiences,” and “Upcoming Events”.
Optimisation of Key Pages: Enhanced on-page elements on:
the home page
landing pages
category pages
and event pages.
This included improving content quality, keyword usage, and readability.
Meta Titles and Descriptions: Ensured all pages had optimised meta titles and descriptions. These elements are crucial for improving click-through rates from search engine results pages.
Image Alt Text: Fixed alt text issues across the site to improve image search visibility and accessibility.
Heading Tags: Corrected the structure of heading tags (H1 to H6) on all pages. Proper heading structure helps both users and search engines understand the content hierarchy.
Internal Linking: Improved internal linking to enhance site navigation and link equity distribution. Strategic internal linking helps spread authority throughout the site.
External Linking: Ensured authoritative external links were correctly implemented. Linking to high-quality external sites can enhance the credibility of your content. In this project I have reduced the use of external links but still I got good results.
Slug Optimization: Fixed issues with URL slugs for better readability and SEO. Clean, descriptive URLs are more user-friendly and preferred by search engines.
On-Page Blogging SEO Strategy:
This project involved event-based SEO, and our on-page blogging strategy was as follows:
Event Page Optimization: We began by optimising all the event pages within the project.
Topic Identification: After optimisation, we identified relevant topics for each event page.
Content Creation: We then wrote articles based on these identified topics and publish as on-page blogs. But For certain topics, we created sub-event pages to provide more detailed information.
3. Off-Page SEO
Objective: Build a strong backlink profile to increase domain authority and improve rankings.
Actions:
Basic Backlinks: Created basic backlinks through profiling, comments, business listings, bookmarking, and more. These activities help build the site’s authority and improve its search engine rankings.
High Authority Guest Posts: Secured backlinks through guest posts on high-authority sites. Guest posting on reputable sites helps drive referral traffic and boost domain authority.
Analysis of Top Pages
Home Page (https://olivermyles.co.uk/):
Main Keyword: Bespoke Event Planning
Page Overview: The Oliver Myles website highlights their expertise in organizing tailor-made events for corporate and private clients, offering services from VIP hospitality at prestigious events to custom team-building activities.
Main Feature of this Page: The page showcases Oliver Myles’ ability to create unique, personalized experiences, including royal event access and bespoke events tailored to the client’s specific needs.
Upcoming Events (https://olivermyles.co.uk/event-category/upcoming-events/):
Main Keyword: Upcoming Luxury Events
Page Overview: The page features a curated selection of upcoming exclusive events offered by Oliver Myles, catering to clients seeking luxury experiences like private dining, VIP hospitality, and unique cultural tours.
Main Feature of this Page: The page highlights the diverse array of high-end events and experiences, emphasizing bespoke service and exclusivity for clients.
Bespoke Events (https://olivermyles.co.uk/event-category/bespoke/):
Main Keyword: Bespoke Corporate Events
Page Overview: This page presents a variety of tailored corporate events and exclusive experiences offered by Oliver Myles, designed to meet specific client needs with personalized attention and creativity.
Main Feature of this Page: The main feature is the customization of events, from luxury experiences like private carriage journeys to unique team-building activities, all crafted to provide memorable, one-of-a-kind experiences.
Royal Experiences: (https://olivermyles.co.uk/event-category/royal-experiences/):
Main Keyword: Royal Experiences
Page Overview: The page offers exclusive access to royal-themed events, including private tours of historic palaces, intimate experiences at Buckingham Palace, and VIP hospitality at Royal Ascot, designed for clients seeking unparalleled luxury.
Main Feature of this Page: The main feature is the range of curated, elite experiences that provide privileged access to royal sites and events, offering a glimpse into the grandeur and history of the British monarchy.
Christmas Party Events (https://olivermyles.co.uk/event-category/christmas-party-events/):
Main Keyword: Christmas Party Events
Page Overview: This page features a selection of exclusive Christmas party events organized by Oliver Myles, offering unique and luxurious experiences such as black-tie gala dinners and festive adventures at iconic locations.
Main Feature of this Page: The main feature is the variety of high-end Christmas events available, designed to provide memorable holiday experiences with top-tier service and festive ambiance.
Clay Pigeon Shooting on the River Thames (https://olivermyles.co.uk/event/clay-pigeon-shooting-on-the-river-thames/):
Target Keyword: Clay Pigeon Shooting Thames
Page Overview: This page details a unique clay pigeon shooting experience on the River Thames, combining the thrill of the sport with a scenic journey along London’s iconic waterway, complete with gourmet dining and prizes.
Main Feature of this Page: The standout feature is the combination of shooting clays against the backdrop of London’s skyline, offering an exclusive, immersive experience on a historic sailing barge.
Thames Rib Boat Experience: (https://olivermyles.co.uk/event/thames-ribs-and-up-the-o2/):
Target Keyword: Thames RIB Experience O2
Page Overview: This page outlines an adventurous package combining a high-speed Thames RIB boat ride with a climb to the top of the O2 Arena, offering thrill-seekers an exciting way to explore London.
Main Feature of this Page: The main feature is the dual experience of zipping down the Thames at 35mph and scaling the O2 Arena, capped off with private dining at Gaucho, making it a unique and thrilling day out in London.
Results and Performance Indicators
Below are some performance indicator screenshots that demonstrate the success of our SEO efforts:
Google Analytics:
Google Search Console:
Before SEO:
After SEO:
Keyword Rankings: Achieved top 5 positions for primary keywords such as
| Keywords | SERP Position |
| centre court seating plan | 1 |
| rib boat | 1.42 |
| oliver myles events | 1.47 |
| how expensive is clay pigeon shooting | 1.89 |
| windsor changing of the guard | 2 |
| how much to enter windsor castle | 2 |
| learning to shoot | 2 |
| stonehenge and windsor castle tour | 2 |
| windsor castle changing of the guard | 2 |
| london to windsor castle train | 2 |
Event Counts
