Hertfordshire Zoo is a thriving, family-run attraction just north of London. Footfall was healthy, but search was shifting. AI Overviews were cutting clicks, while rivals chased the same “experience” terms. The brief: defend branded demand, grow non-branded discovery around animal encounters and dinosaurs, and make the route from interest to checkout unmistakably clear.
Own high-intent queries for animal encounters and dinosaur days. Build clusters that answer visitor questions (timings, ages, what’s included) then surface concise FAQs that remove doubt before checkout. Link strategically from news and blogs to the pages that sell.
Measure ChatGPT and AI Overviews as core KPIs. Engineer entities, schema and snippet formats so Hertfordshire Zoo is cited and clicked inside AI results, outpacing London, Chester and Whipsnade Zoos on AI Share of Voice.
Tighten internal linking, sharpen above-the-fold CTAs, and optimise the booking path for “tickets” demand. Use CRO to make the next step obvious on every experience page, especially hero animals.
We worked backwards from the family day-out. First, long-tail research around animal FAQs and dinosaurs, then audits of experience pages against top competitors. We added targeted FAQs, consolidated overlaps, and routed authority via internal links from high-traffic posts. Alongside this, we introduced ChatGPT/AI Overview tracking, reviewed the booking domain for “tickets” access, and shipped a lightweight CRO/UX pass to strengthen CTAs and social proof. Technical SEO, link building and reporting continued throughout the sprint.
Search behaviour was fragmenting. Where an AI Overview appeared, average CTR fell 34.5%. Some experience pages ranked, but content depth and internal pathways left value on the table, especially near the booking step.
We published experience-first content and FAQs, refreshed priority pages, and tightened internal links and CTAs. Mobile keyword visibility reached 88% across 299 terms (+9% in-sprint), with desktop visibility up +4.5%. The keyword set expanded +70% YoY, with +46% more top-3 rankings.
Growth In Top 3 Position
Increase in Organic Purchase Conversions & Organic Revenue YoY
Families don’t search for “content,” they search for answers. By structuring pages around real visitor questions, earning visibility in AI and classic SERPs, and funnelling authority to booking paths, Hertfordshire Zoo now wins discovery and conversion. If you need SEO that performs when SERPs get crowded, and turns curiosity into paid experiences, we’re the team to call.
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