SEO Case Study -
Wedday, Wedding Services Platform
A 700% 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:
- 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.
- Lack of leads/clients: Fewer site visitors translated into fewer inquiries and bookings.
- 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.
At the beginning of our collaboration (August 2023) the site had an average of 25 daily clicks. After 12 months, the website reached an average of 280 clicks per day and it's still growing. (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)
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 eleventh month, the increase reached an impressive 700%, with the trend continuing upwards.
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, with continued growth.
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 are over 1443 keywords ranking in the top 100, with 192 in the top 10 and 50 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.
