- October 28, 2025
South Farm is a stunning, family-run wedding venue on the Cambridgeshire/Hertfordshire border and winner of The Wedding Industry Awards 2023 for the UK’s Best Barn Wedding Venue. With strong word-of-mouth but rising competition from directories and aggregator sites, they needed an SEO push to dominate local, high-intent searches and turn organic interest into qualified venue tours and enquiries.
Capture searches such as “barn wedding venue Hertfordshire”, “Cambridgeshire barn wedding”, and “exclusive-use wedding venue” by building topical authority around location, capacity, pricing, and packages, so couples find South Farm first, not a competitor.
Resolve crawl inefficiencies on media-heavy pages, implement structured data for venues and events, and improve Core Web Vitals. The goal: faster image galleries, cleaner internal linking, and a stable site architecture that supports growth.
Tighten on-page UX with clear CTAs, pricing guidance, seasonal availability content, FAQs, and micro-conversions (brochure download, viewing request) so more organic sessions become qualified enquiries for the team.
We built a data-driven roadmap focused on demand capture and conversion. Keyword research was mapped to a new information architecture covering venue spaces, packages, pricing, real weddings, and planning resources. We implemented venue, review and FAQ schema, optimised image delivery (compression, next-gen formats, lazy-loading), and consolidated overlapping pages to remove cannibalisation. Local SEO work covered Google Business Profile (categories, imagery, products), citations, and review velocity. For authority, we secured placements on reputable wedding publishers and local media. CRO improvements simplified enquiry journeys, introduced persistent CTAs, and added trust elements (awards, capacity, supplier lists) where couples make decisions.
Organic visibility skewed towards brand terms while directories outranked South Farm for non-brand queries. Gallery pages were slow, some templates reused thin copy, and multiple pages competed for the same terms. Google Business Profile lacked fully optimised categories, products, and UTM-tracked links. Enquiry paths varied by template, creating friction at crucial moments.
We launched topic clusters for “barn wedding venue” + county variants, rebuilt key landing pages with unique copy and internal links, and added FAQ/Review schema. Images were compressed and served in WebP/AVIF with lazy-loading; CWV improved across priority templates. We unified duplicate content, strengthened breadcrumbs, and submitted a clean XML sitemap. Off-site, we earned editorial links from wedding blogs and regional press. Locally, GBP was overhauled with fresh photography, products (packages), service areas, and tracked CTAs. CRO changes standardised “Book a Viewing” and “Request Brochure” across devices with lightweight forms and social proof.
Increase In Non-Branded Impressions
SERP features captured More clicks from search results
For venues, the path to more bookings is simple but exacting: capture intent, remove friction, and prove authority. South Farm’s results came from disciplined fundamentals – clean architecture, targeted content, faster galleries, optimised local presence, and credible links – paired with clear enquiry journeys. If you’re a venue or hospitality brand
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