Repositioned for the buyer, not the party planner. 210% more clicks, August to August.
I started on this account in late August 2025. The business hosts private, invitation-only dinners and roundtables, plus online sessions, where B2B sellers meet C-suite buyers - yet its earlier SEO had treated it like a general events firm. I rebuilt the content brief around the company paying for that access. A year on, August clicks were up 210%, and August is the client's slowest month.
Results
Google clicks
Google impressions
Mistaken for a different kind of business
Over the summer before I joined, clicks barely moved - well short of two hundred a month, with no trend either way. The client told me its previous agency had handled the site as if it were a general events planner, with weddings and VIP parties sitting alongside the boardroom work. That pulled in the wrong searchers. The real buyers are marketing and sales leaders at B2B firms who can't get a meeting with senior executives.
The calendar mattered too. Demand peaks twice: from the end of February into July, and again from September until the middle of December. August is the lull, which is why I compare August with August and summer with summer, never a month with its neighbour.
A content plan aimed at whoever signs the cheque
Everything started from one brief: this business sells access to decision makers, not networking or personal development. The rest of the plan followed from that single decision.
- 01
Positioning before keywords
I defined the content audience as the company doing the selling - its marketers, its sales leaders, and anyone frustrated by how hard senior executives are to reach. Peer-networking and self-improvement angles were ruled out, because they attract executives looking for something to attend rather than the firms that pay to sit across the table from them.
- 02
Keyword sets built on buyer pain
The informational keyword sets came from the buyer's problems: getting past gatekeepers, cold outreach that goes nowhere, account-based marketing, choosing an event format and proving event ROI. The current master list holds close to a hundred new terms, each checked against content already written so nothing gets duplicated.
- 03
One home for event promotion
A page for a single dinner usually starts ranking once the dinner is over, which wastes whatever visibility it earns. I moved promotion onto one pillar page listing what's coming up, and merged overlapping topics under broader pages so they stopped competing with each other for the same searches.
- 04
Landing pages by sector and role
I agreed a fourteen-page landing structure with the client: ten pages by industry and four by leadership role, so a seller aiming at a particular sector or job title lands on a page written for that sale. A monthly report and a live organic dashboard kept the client close to the numbers throughout.
A peak, a slide, and clicks still up 200%
August 2026 brought about 210% more clicks than the August before. Across the three summer months, 2026 produced about 1,000 clicks, up 200% on the 2025 total, and the first 19 days of September 2026 ran about 120% above the matching days of 2025.
Not every line kept rising. Rankings peaked in March 2026 at roughly 7, then slipped each month to about 21 by August, and monthly impressions fell back from a May high of roughly 130,000 to about 55,000. Clicks stayed in a narrow band through that slide over the summer, but the ranking trend is the one I'm watching most closely now.
Other case studies
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