Hertfordshire Zoo, a thriving family-run attraction just north of London, already draws strong footfall thanks to its immersive animal experiences. Yet its digital presence wasn’t showcasing that popularity: high-intent searches such as “zookeeper experience” and “big cat encounter” weren’t ranking as highly as they should. With a few technical tweaks, richer content and a fully optimised Google Business Profile, the zoo simply needed Ink Digital’s expertise to unlock its full online potential – right in time for the peak summer season.
Drive the zoo back into the top three positions for animal-experience, attraction and ticket-related queries across mobile and desktop, with a specific emphasis on “experience” modifiers that signal purchase intent. Success would be measured by tracked keyword visibility and the number of #1 rankings delivered over the first 90-day sprint.
Convert improved visibility into measurable commercial gains by lifting organic purchase conversions and revenue. The goal was to increase organic bookings while shortening the path to purchase, using CRO-led content tweaks, schema implementation and updated internal linking to the external booking engine.
Optimise and enrich the zoo’s GBP to dominate map-pack results for “zoo near me” and related local searches. Objectives included boosting profile views, click-to-call actions and direction requests, ensuring discovery by both tourists and local families and reinforcing trust signals for “best zoo in Hertfordshire”.
Ink Digital delivered a data-driven, sprint-based roadmap. We began with deep keyword research and a sitemap that mapped every priority term to a unique URL. A header-structure audit removed duplicate H1s and corrected title tags, feeding clear topical signals to search crawlers. Technical fixes tackled broken links, page-speed bottlenecks and missing metadata. For local dominance, every GBP field was updated, and geotagged images, ticket links and service areas were added. Finally, on-page copy was expanded around animal-experience entities, reinforced with internal links and FAQ schema to capture long-tail questions.
The site carried multiple H1s per page, disjointed title tags and no coherent keyword hierarchy, leaving search engines confused about page purpose. The GBP lacked complete business information, images and direct ticket links, suppressing map-pack visibility. Mobile rankings trailed desktop, with most experience terms stuck on page two, and organic revenue growth had stalled, even as peak visitor season approached.
By June, every priority URL had a single, keyword-rich H1 and optimised metadata. Technical clean-up improved crawl efficiency and reduced load times. Experience pages were rewritten around intent groups and linked directly to the booking subdomain. The enriched GBP began surfacing for “zoo”, “animal encounter”, and brand searches, driving real-world interactions. Together, these actions created a virtuous circle of higher rankings, richer listings and stronger on-site engagement.
Total Visibility for Animal-Experience Cluster
Increase in Organic Purchase Conversions & Organic Revenue YoY
By pairing meticulous technical fixes with intent-led content and local optimisation, Ink Digital transformed Hertfordshire Zoo’s organic performance in a single sprint. The uplift in #1 rankings translated directly into double-digit revenue growth and tangible offline actions, proving that our evidence-based, collaborative approach delivers results B2B teams can rely on. Ready to turn search demand into bottom-line impact? Let’s talk.
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