SEO Case Study -
Wedday, Wedding Services Platform

Increase in organic traffic
+ 1 %
Keywords after 12 months (from 475)
1
Keywords after 16 months (from 475)
1

A 1400% increase in traffic & visibility for a wedding services platform

Introduction

Client: Wedday.ro
Industry: Wedding Services Marketplace (Romania)
Project Type: SEO Strategy & Implementation, UX Revamp
Focus: Increasing organic visibility, traffic, and lead generation

Wedday is a Romanian platform connecting customers with wedding service and product providers (photographers, videographers, florists, venues, etc.) in one easy-to-use online environment. 

Challenges Faced

Wedday encountered several problems and frustrations, including:

  1. Lack of visibility and website traffic: Wedday struggled to rank in relevant searches and attract traffic due to an unoptimized website and significant technical issues caused by a large, custom-built platform.
  2. Lack of leads/clients: Fewer site visitors translated into fewer inquiries and bookings.
  3. Poor website UX: The site’s structure and user journey were not optimized, causing potential clients to drop off before converting.

Each of these challenges represented a significant obstacle in Wedday’s path towards establishing a strong online presence and achieving long-term business growth. Addressing these issues was crucial for the company to improve its digital marketing strategy and become more visible in the competitive travel market.

Competitive Landscape

Though the Romanian wedding service market doesn’t have many dedicated, high-quality competitors, it does have:

  • Established players dominating specific wedding niches for a long time, enjoying higher brand awareness and authority.
  • Less qualitative platforms lacking a full-service approach but still competing for online visibility due to bigger marketing budgets or stronger SEO foundations.

Wedday offers a more comprehensive service, but these competitors already enjoy a significant share of the organic traffic and have longstanding digital footprints.

Understanding the Business and Challenges

To gain a comprehensive understanding of Wedday’s unique business aspects and the challenges it faced, an in-depth research approach was implemented. This involved a thorough analysis of the website’s authority to assess its position within the digital landscape.

In addition, a competitive analysis was carried out to evaluate market dynamics and determine how they compared to its competitors. A performance forecast was also developed to identify potential opportunities and expected outcomes of the SEO efforts. This extensive research was crucial in formulating a customized SEO strategy that tackled Wedday’s specific challenges while capitalizing on its unique strengths.

Regular meetings with the client were conducted to address concerns, gather valuable insights, and explore potential solutions. This collaborative process ensured a deep understanding of Wedday’s goals and provided a strategic roadmap aligned with their business objectives.

The Solution

The following steps were taken:

  • Market Analysis, Forecast & SEO Audit

    Conducted a comprehensive analysis of key wedding service categories, identifying high-potential keywords across Romania’s counties and major cities to maximize visibility. A detailed forecast model was developed to estimate traffic, leads, and growth potential over a 6-12 month period.

    Additionally, a full SEO audit was performed to uncover critical website issues, evaluating technical performance, on-page optimization, and overall site health. This audit provided actionable insights to address existing challenges and enhance Wedday’s search engine performance.

  • Technical Optimizations

    • Resolved numerous technical issues that impeded organic rankings (crawl and index optimization, broken links, resolving duplicates, etc). This was a major step, as it is a large website with approximately 1 million pages, making the crawling and indexing process challenging.
    • Improved site architecture for better indexability.

  • UX & Website Template Improvement

    • Refined the platform’s interface to guide users more intuitively from homepage to service providers and product pages.
    • Extended service listings from focusing only on Romanian counties to featuring major cities, ensuring broader keyword coverage and localized relevance.
    • Restructured site navigation and categories for simpler user journeys and stronger on-page SEO signals.

  • Content Creation & Optimization

    • Developed new content tailored to each major service category, focusing on relevant location-based queries..
    • Refreshed existing pages in a  SEO-friendly way.
    • Created blog articles addressing wedding planning tips, trends, and checklists to capture informational queries and funnel visitors into lead forms.

Timeline and Results

It’s important to note that, since the technical issues took a significant amount of time to resolve, it took a bit longer for the first results to become visible. Also, since it is a large website, it takes a longer period for all edits and optimizations to be crawled and reflected by search engines. As a result, the full impact of our work is not yet visible. However, the website is expected to show continuous improvement in the upcoming period, even if no further SEO work is conducted.

At the beginning of our collaboration (August 2023) the site had an average of 25 daily clicks. After 12 months (end of project), the website reached an average of 280 clicks per day and it's still growing. (Google Search Console graph)

Even though our contract ended after 12 months and SEO efforts were discontinued, the impact of our work continues to show results. After 19 months, daily clicks have reached an average of 500, as shown in the Google Search Console graph.

At the beginning of our collaboration the site had an average of 1000 monthly users. After 12 months we hit 8000 users / month, only from SEO. (Google Analytics graph)

After some fluctuations due to keyword seasonality, the website reached 15,000 organic users per month by the 19th month, as shown in the Google Analytics graph.

The timeline of the SEO implementation and corresponding traffic growth:

  • Month 5: There was a noticeable 130% increase in SEO traffic.
  • Month 9: Achieved a 566% increase in SEO traffic.
  • Month 12: By the twelfth month (end of contract), the increase had reached 700%, with the upward trend continuing.
  • Month 19: By the nineteenth month, the increase reached an impressive 1,400%.

After only twelve months of implementation, the results have been exceptional, especially considering that peak performance has not yet been reached. There has been a eightfold increase in traffic, from 1000 to 8000 users per month. After 19 months, the website shows continuous growth, reaching a fifteenfold increase — from 1,000 to 15,000 organic users per month.

Keyword rankings:

  • When we started this project, the site ranked in Google for approximately 475 keywords in the top 100, with only 56 in the top 10 and 12 in the top 3.
  • After 12 months, there were over 1113 keywords ranking in the top 100, with 157 in the top 10 and 44 in the top 3.
  • After 16 month, there were over 1686 keywords ranking in the top 100, with 214 in the top 10 and 57 in the top 3.

*Beware that the numbers below are derived from Ahrefs data, which is not 100% accurate. Usually, the actual figures are much higher since the SEO tools aren’t able to identify all the keywords.

Organic keywords when we started this project.

Organic keywords after 12 months.

Organic keywords after 16 months.

Measuring the Improvement

The success of the SEO strategy was measurable through various key performance indicators (KPIs):

  • User Engagement: Tracked metrics such as average session duration, bounce rate, and pages per session to gauge user engagement and satisfaction.

     

  • Conversion Tracking: Implemented goal completions and conversion tracking to monitor the number of inquiries and leads.

     

  • Performance Metrics: Measured improvements in keyword rankings, click through rate and organic search traffic.

Conclusion

With a robust SEO strategy, comprehensive technical fixes, and a focus on user-friendly design, Wedday successfully expanded its market reach and improved lead generation. By targeting location-specific wedding services and providing valuable content, the platform now stands out from the competition and continues to see upward growth.

"I highly recommend them! Venum acts with professionalism, has always stayed in touch with us, and helped us grow from 1,500 to over 10,000 monthly users in less than a year."
Gabriel Voicu
Co-Owner Wedday
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