Increased Brand Awareness for UK Events Venue

Client Overview

The ICC Belfast is an international events venue based in Belfast City Centre. They play host to a range of international events, with everything from conferences and trade shows to film premieres and product launches.

The Brief

When the ICC approached us, they had just launched a new website and wanted it to act as a viable way to increase lead generation from new businesses. For them, this meant ranking for relevant “event venue” keywords – which can prove tricky when you’re competing with comparison websites across the UK.

Their SEO goals included increasing monthly organic traffic and conversions, and gaining high rankings for top/middle of the funnel “event” keywords.

Strategy – What did we do?

With a target audience consisting of different levels of event organisers, we wanted to capture traffic from top of the funnel searches such as “how to choose an event venue” or “how to plan a conference event”.


  • We always aim high, but never over promise – it seemed much more realistic to rank for top of the funnel keywords within this niche.
  • Answering industry specific questions shows knowledge, experience and authority – positioning our client as a thought leader in the event sector.
  • It also offers the opportunity to spread brand awareness amongst event organisers, promoting the venue, facilities and inhouse event services. 

To achieve all the above, we created a custom blog content strategy targeting queries event organisers are searching. 

We completed keyword research, analysed competitor blogs and developed a robust list of blog content opportunities. This was then broken down into a monthly blog content calendar, which provided a breakdown of time frames, responsibilities and resources needed to produce high quality blogs each month.  

  • Each month we produced unique content briefs for each blog content opportunity – these acted as a blueprint for producing high quality blog content. 
  • Following our instructions, the client was able to write content.

The Results – What did we achieve?

  • 14 new blogs in 7 months.
  • Over 7 months, these blogs generated 1.88K clicks and 361K impressions.
  • Achieved various featured snippet rankings.
  • Over the last 7 months, the entire site generated 15.5K clicks and 1.56M impressions.
  • 4 of the top 10 pages are new pages we helped create.
  • 1 of the top 10 pages we helped optimise.


To follow.

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