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.
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.
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.
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.
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.
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
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
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
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 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
It’s The Moment Of Truth!
20x Growth in Website Traffic over 24 months.
800% growth in organic keywords.
CRM Lead Forms
600% ROI on SEO Campaign
Regular Transparent Reporting