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Project overview

The Irish Dance Party is a top-rated live entertainment experience in the heart of Dublin, combining traditional Irish music and dance with interactive fun. Popular among tourists, event planners, and locals, the brand had strong in-person reviews but struggled with digital discoverability in early 2022.

We partnered with IDP Ireland to build and execute a long-term SEO strategy focused on increasing online visibility, driving qualified traffic, and maximizing bookings. Over three years, we transformed their web presence—making them one of the most visible entertainment experiences in Dublin for tourists and group events.

Challenges & Constraints

  • Low organic visibility for high-volume searches such as “Irish dance show Dublin” and “fun things to do in Dublin”
  • Weak SEO foundation: minimal structured content, poor metadata, no keyword strategy
  • Booking conversions depended heavily on referrals and aggregator sites
  • Customer testimonials were under-leveraged for trust and ranking potential

Projects solution

We applied a sustained and evolving SEO strategy that scaled with the business:

1. Technical SEO Foundations

  • Addressed site speed, crawlability, and mobile usability
  • Implemented event schema, FAQ markup, and local business structured data

2. Keyword Strategy & Portfolio Expansion

  • Built and expanded a keyword portfolio targeting local, tourist, and group search intent
  • Created and optimized landing pages for high-converting search terms

3. Content Creation & On-Page Optimization

  • Rewrote core pages with engaging, keyword-rich content tailored to tourist behavior
  • Developed blog content around travel tips, Dublin nightlife, and Irish culture

4. Reputation Optimization

  • Encouraged and leveraged Google Reviews through SEO-friendly placement and structured markup
  • Featured testimonials and social proof prominently throughout the site

Business Impact

  • 856% increase in organic traffic over 3 years
  • Google reviews grew from 80 to 1,500+, building massive local trust
  • 220× expansion in total keyword portfolio, dominating local search terms
  • 4× increase in monthly sales during the first 2 years
  • 10× increase in monthly sales by year 3, driven by organic traffic and brand visibility

Project

Long-Term SEO Growth for The Irish Dance Party

Industry

Tourism and Entertainment

Client

IDP (The Irish Dance Party)

Country

Ireland

Date

February 2022

Duration

3 Years (Ongoing)

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