Gay Celebrant Melbourne – SEO Case Study | Page Potato

SEO Case Study – Gay Marriage Celebrant

20X Growth in Organic Website Traffic!

Bronte Price, a wedding celebrant from Melbourne, recently crossed his 200th Wedding Ceremony milestone in April 2021. This case study is all about how we worked with Bronte to create a niche of his own of same-sex wedding ceremonies.

CLIENT’S REVIEW

A Few Words By Bronte

“Shan worked with me and my business for a couple of years focusing on SEO work, re-development of both my websites and digital marketing. I’m a gay marriage and funeral celebrant. I also train other celebrants in celebrancy – as well as a broader corporate audience – in LGBTIQ+ inclusivity and sensitivity. Shan’s work has put me in a nice spot, in terms of SEO ranking. I’ve really enjoyed working with him – our regular meetings led me to gain a greater knowledge about SEO and digital marketing – and it was great to see him gain an understanding of the wedding industry and LGBTIQ+ culture.”

Bronte Price, Marriage and Funeral Celebrant.

BRAND OVERVIEW

Bronte Price – Gay Marriage Celebrant

Based in Victoria, Bronte Price is the first registered wedding celebrant in Australia to have completed the Certificate in Gay and Lesbian Weddings (The Equality Institute, USA). He is also the co-founder of The Equality Network, to provide inclusivity training to LGBTIQ+ wedding celebrants and vendors in Australia.

Bronte earlier worked with straight wedding couples only and would conduct commitment ceremonies for LGBTQIA+ couples. Since the Marriage Amendment Act was passed in December 2017, Bronte has been officiating same-sex weddings, successfully building a niche with LGBTIQ+ ceremonies.

KEY CHALLENGES

The Pain Points

Bronte approached the team at Page Potato to help him with lead generation for his Gay Celebrant website. He had a knack for meeting couples face-to-face and converting them to clients. However, he wasn’t able to share a similar experience through his marriage celebrant website.

Bronte also had a lot of training material which he had prepared as part of the course but needed help with how to package it and share it with the visitors on his website. Page Potato listed these key challenges with his small business SEO campaign.

OUR APPROACH

Effective SEO Marketing Solutions

Here is a step-by-step breakdown of all the marketing activities executed to help Bronte overcome these challenges and boost his small business.

WEBSITE DEVELOPMENT

Revamping the website

Page Potato re-designed Bronte’s WordPress website, making it mobile responsive, customised, and navigable. The result: a significant shift in website traffic, giving Bronte a chance to increase his reach, capture more leads and take things from there.

Using Minimalistic White-Pink Colour Scheme
Effective Use Of Whitespace
Adding CTA Messages and Buttons
Integrating CRM Lead Forms

KEYWORD ANALYSIS

Keyword Research

Page Potato conducted extensive keyword research campaigns on AHREF to find long-tail keywords with low keyword difficulty score and higher volume. Page Potato also referred to Answer The Public to figure out Bronte’s demographic and the LBGTIQ+ wedding industry trends.

Finding long-tail keywords
Targeting local keywords
Targeting relevant LGBTIQ+ keywords
Focusing on low KD/high volume Keywords

CONTENT MARKETING

On-Page SEO Optimization

Our content team worked on improving the on-page content of Bronte’s website, leading to a better SEO score and higher chances of visibility on search engines like Google. Page Potato worked at using the already available content to its full potential.

Adding meta titles/descriptions
Checking the on-page content for errors
Using LGBTIQ+ inclusive terms
Better lead capture and conversion

OFF-PAGE SEO

High Authority Link Building

We reached out to the best wedding vendors and influencers in Australia to get Bronte’s blogs published. Our market research team also conducted competition analysis campaigns, using international LGBTQIA+ wedding websites as a benchmark for measuring the Bronte Price, Gay Celebrant’s success.

Publishing Bronte’s blogs on popular platforms
Getting high authority links from vendors
Higher SEO rank and web visibility
Building better credibility

SOCIAL MEDIA MARKETING

Facebook & Instagram Lead Generation

Page Potato created local Facebook and Instagram campaigns highlighting the recent (3-6months) engagement ceremonies conducted by Bronte. We also designed a campaign for LGBTQIA+ couples in Singapore who wanted to get married in Australia as same-sex weddings were illegal there.

Featuring engagement ceremony posts
Using relevant hashtags on Instagram
Linking to video interviews featuring Bronte
Singapore campaign for LGBITQ+ couples

REGULAR REPORTING

Regular Performance Tracking

Sending regular Google Analytics reports to monitor the website’s performance and keeping an eye on the latest trends of the industry. Page Potato would send weekly and monthly reports to Bronte about how his website was performing.

Click density analysis
Tracking website traffic
Tracking lead capture
Calculating ROI

THE RESULTS

It’s The Moment Of Truth!

Organic Traffic

20x Growth in Website Traffic over 24 months.

Organic Keywords

800% growth in organic keywords.

This content was originally published here.