Abacus is an award-winning marquee hire specialist covering Hertfordshire and nine surrounding counties. Their events team already delivered an exceptional service; however, a six-month marketing pause left organic visibility lagging behind faster-moving rivals. The company wanted to recapture high-intent searches for wedding, party and corporate marquees in each county, plus convert that traffic into quote requests. They had the right product – what they needed was the extra push of specialist SEO expertise.
Abacus needed to regain ground lost during the campaign hiatus and break into the top results for “marquee hire + county” searches across Bedfordshire, Buckinghamshire, Kent, London and more, ensuring sustained visibility even in peak season.
A full technical audit was required to tackle page-speed bottlenecks, indexability errors and severe keyword cannibalisation, creating a faster, clearer user journey that Google’s mobile-first crawler would reward with higher positions.
The ultimate goal was commercial: turn rising impressions into calls and enquiry forms while improving engagement with Google Business Profile to capture ready-to-book local customers searching on maps and voice assistants.
Ink Digital deployed a three-pillar, data-driven plan. First, competitor and gap analysis informed a county-specific keyword map, separating service, location and marquee-type terms to eliminate cannibalisation. Second, a rolling technical sprint fixed broken links, optimised Core Web Vitals and introduced schema to surface rich snippets. Finally, we aligned onsite content with fresh backlinks and an optimised Google Business Profile, ensuring authority signals were consistent from SERP to site.
The approach balanced quick-win hygiene fixes with longer-term content and link equity gains, giving Abacus an SEO engine that could scale season after season.
When we picked the campaign back up, overall keyword visibility had slipped and location pages were flatlining; average organic usership was 5 per cent down year-on-year, and the homepage lacked an H1, hampering relevance signals. Organic conversions had stalled at 0–1 per priority page, and Google Business Profile impressions were limited. Technical scans revealed slow mobile scores and extensive duplicate targeting.
Within 90 days of implementation, visibility climbed 3.4 per cent overall, with standout lifts on priority county pages – Bedfordshire +17 %, Buckinghamshire +16 %, Kent +14 % and London +6 %. Search Console recorded a 131.84 % surge in impressions and 4.53 % more clicks versus the same period last year, while organic usership returned to growth (+5 %) after page-speed and H1 fixes. The technical clean-up also lifted local signals: profile views from search leapt 87.2 % and calls from profile rose 89.2 %.
Increase in Google Search Console impressions in three months
Site-wide keyword visibility uplift after a six-month pause
By coupling meticulous technical repairs with targeted county-level optimisation, Ink Digital turned Abacus’s dormant rankings into revenue-ready traffic in just one sprint. The combination of faster pages, clearer keyword separation and stronger local signals not only reversed previous declines but established a platform for compounding growth ahead of peak wedding season.
If your business relies on being found when intent is highest, our proven, transparent process shows how specialist SEO can translate visibility into measurable enquiries, without the fluff. Ink Digital is ready to do the same for you.
Book a call with one of our SEO specialists today to get an insight into how our digital marketing services can help propel your business growth.
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