SEO Case Study: How an Event Company Increased Booking Requests by 185%
In April 2025, a Nashville, Tennessee event company partnered with Goforaeo because their website was not bringing a steady flow of booking inquiries from Google. They were getting referrals and some social leads, but organic search was not consistently sending people who were ready to request pricing, check availability, or book a call. When busy season arrived, they could feel the gaps.
This case study explains what we fixed, what we built, and how results improved month by month in Nashville. All numbers below focus on booking requests that came from organic search, tracked with clear conversion setup.
Campaign details: dates, timeframe, location, and what we tracked
This SEO campaign ran from April 9, 2025 to November 30, 2025, with weekly execution and monthly reporting. The location focus was Nashville, Tennessee, plus nearby areas where people commonly search for event services. Even if someone books online, the search intent is still local.
We tracked booking requests using GA4 conversions, call tracking events, and CRM lead logs. That helped us measure real inquiries, not just traffic, and it also helped us improve lead quality over time.
Main conversion actions we counted as booking requests:
- Website form submissions: contact, quote, availability check
- Click to call actions: mobile call button clicks
- Email click actions: tap to email on mobile
- Calendar booking clicks: schedule a consultation
Starting point: what performance looked like before changes stacked up
April 2025 was our baseline month because the campaign started on April 9 and the site performance was stable. We captured the “before” numbers, then used the same tracking rules each month so proof stayed clean. This made the before vs after comparison simple and honest.
Baseline performance for April 2025:
- Booking requests from organic search: 54
- Organic sessions to service and contact pages: 2,420
- Google Search Console clicks: 1,180
- Search Console impressions: 38,900
- Keywords in top 3 positions: 3
- Google Business Profile actions: 146
What we found in the first 14 days: why bookings were not growing
During the first two weeks, we reviewed the website like a real customer planning an event. We also looked at how Google was crawling the site and which pages were actually ranking. The issues were common for event businesses, but they were fixable.
The website had good services, but the pages were not organized in a way that helped Google understand what to rank for Nashville searches. Some pages were too broad, some were missing clear headings, and internal links were weak. On mobile, the contact path also felt slightly hidden, which reduced calls.
Website issues that limited rankings
A few service pages overlapped and competed with each other, which made rankings unstable. The site also had thin location signals, so it was harder to win “Nashville” terms against competitors. Some pages loaded slower than they should on mobile, especially image heavy pages.
We also found missing trust content. Event buyers want to see packages, process, timelines, photos, and real answers quickly. When that is not easy to find, people return to Google and pick another company.
Local visibility issues that reduced Nashville leads
The Google Business Profile existed, but it was not being used as an active lead channel. The listing had limited posts, limited service detail, and not enough fresh photo updates. That matters in Nashville because events are competitive and local proof influences decisions.
On the website, the Nashville targeting was not clear enough across key pages. We fixed that without stuffing keywords, using natural wording and clear local context.
Strategy overview: the plan we followed to increase inquiries
We focused on ranking pages that attract people who are ready to request pricing, check dates, and book. We built a simple SEO system that supports local rankings, service clarity, and conversion.
The strategy had four parts, and each part supported the next. That is why results improved steadily month by month, instead of one temporary spike.
Technical foundation: making the site easy for Google to trust
Before publishing new content, we fixed the foundation so Google could crawl, understand, and rank the most important pages. This also helped users move faster on mobile, which directly impacts calls and form fills for event services.
Key technical actions we implemented:
- Fixed duplicate and competing URLs that confused page focus
- Cleaned internal linking so service pages received more authority
- Improved mobile speed on image heavy portfolio and gallery sections
- Updated metadata on pages already getting impressions to lift clicks
Local SEO in Nashville: building strong local signals
Events are local. People search for planners, DJs, coordinators, rentals, and event production with city terms because they want someone nearby who knows venues and logistics. We strengthened Nashville relevance across the website and the Google Business Profile in a natural way.
Local SEO actions we prioritized:
- Expanded Google Business Profile services and categories for accuracy
- Published weekly posts with real updates: weddings, corporate events, seasonal notes
- Added Nashville context on core pages: service areas, venue familiarity, travel details
- Built local supporting pages that felt real, not copy pasted
Content and service page improvements: matching real search intent
Most event companies have a homepage and a contact page, but the real SEO gains come from clear service pages. People search in very specific ways, like “wedding event company Nashville pricing” or “corporate event production Nashville.” We built pages that match those searches and answer the questions people have before they contact you.
Service page and content actions we implemented:
- Rebuilt key service pages with clear sections: packages, process, timeline, FAQs
- Added “who this is for” sections to qualify leads and improve conversion rate
- Created supporting content around venues, seasonal planning, and budget questions
- Strengthened internal links from blogs and galleries into the right service pages
Conversion improvements: turning traffic into booking requests
SEO brings the visitors, but the site still has to make contacting easy. For event companies, calls and quick form fills are the lifeblood. We improved conversion by making next steps obvious, especially on mobile.
Conversion improvements we shipped:
- Clear contact buttons placed earlier on service pages
- Shorter quote forms with fewer required fields
- Better trust placement: reviews, testimonials, process steps near the inquiry button
- Faster page load on top converting pages
Month by month execution and results: April 2025 to November 2025
Below is the monthly timeline showing what we did and how numbers moved. Each month includes the booking request count from organic search, plus supporting metrics that explain the trend.
April 2025: kickoff starting April 9, 2025
April focused on tracking, audits, and quick ranking improvements. We cleaned up conversion tracking so every form submit and call click was counted correctly. We also identified which pages already had impressions and improved titles and page sections for better click through.
April results used as the baseline:
- Booking requests from organic: 54
- Organic sessions to service and contact pages: 2,420
- Search Console clicks: 1,180
- Keywords in top 3: 3
- Google Business Profile actions: 146
May 2025: service page rebuild and internal linking push
May was about making service pages strong enough to rank and convert. We improved page structure, added clearer headings, and expanded package and process content so users could understand value quickly. We also improved internal linking from galleries and the homepage into top services.
May work completed:
- Rebuilt 3 priority service pages with packages, process, and FAQs
- Added stronger internal links from homepage and footer to service pages
- Improved mobile speed on top landing pages
May performance:
- Booking requests from organic: 64
- Organic sessions to service and contact pages: 2,780
- Search Console clicks: 1,340
- Keywords in top 3: 4
- Google Business Profile actions: 168
June 2025: Nashville local relevance and Google Business Profile growth
June focused on local strength. We improved Nashville wording across key pages, added clearer service area information, and tightened trust elements. On the Google Business Profile, we increased posting frequency and added more real photos from recent events.
June work completed:
- Improved Nashville signals on core service pages and contact page
- Started weekly Google Business Profile posts and photo updates
- Added simple local FAQs based on real searches
June performance:
- Booking requests from organic: 73
- Organic sessions to service and contact pages: 3,160
- Search Console clicks: 1,620
- Keywords in top 3: 5
- Google Business Profile actions: 196
July 2025: content that answers real booking questions
July was content focused, but only around topics that lead to inquiries. We built pages that answer pricing, timelines, and planning questions, then linked them directly to service pages. This helped capture long tail searches and increased trust before people contacted.
July work completed:
- Published 4 buyer intent pages: pricing guidance, planning timeline, venue tips, package breakdown
- Added internal links from each content page into the right service page
- Improved snippet readiness with clear headings and short answers
July performance:
- Booking requests from organic: 85
- Organic sessions to service and contact pages: 3,740
- Search Console clicks: 1,930
- Keywords in top 3: 6
- Google Business Profile actions: 218
August 2025: authority building and local links
August focused on credibility. In Nashville, event buyers compare many vendors, and authority helps both rankings and trust. We strengthened proof on the site and earned relevant local mentions where possible, keeping quality higher than quantity.
August work completed:
- Added stronger testimonial placement and “how we work” clarity
- Link outreach to local venues and partner pages when appropriate
- Refreshed galleries with better context and internal links to services
August performance:
- Booking requests from organic: 97
- Organic sessions to service and contact pages: 4,260
- Search Console clicks: 2,240
- Keywords in top 3: 8
- Google Business Profile actions: 244
September 2025: conversion improvements and mobile contact clarity
September focused on turning more visitors into booking requests. We used heatmaps and funnel tracking to see where users hesitated. Then we simplified forms, made contact buttons easier to find, and improved “what happens next” messaging.
September work completed:
- Shortened quote form and improved mobile spacing
- Added a clear “book a call” option on key pages
- Improved contact button placement above the fold on top services
September performance:
- Booking requests from organic: 112
- Organic sessions to service and contact pages: 4,880
- Search Console clicks: 2,610
- Keywords in top 3: 9
- Google Business Profile actions: 268
October 2025: scaling what worked and pushing page two keywords up
October was about expansion based on data. We used Search Console to find keywords sitting in positions 6 to 15, then improved those pages to push them into stronger spots. We also created a few more service specific pages based on demand, keeping content simple and useful.
October work completed:
- Updated titles and sections for pages ranking on page two
- Built 2 additional service pages based on search demand
- Added more FAQs based on real Nashville queries
October performance:
- Booking requests from organic: 131
- Organic sessions to service and contact pages: 5,560
- Search Console clicks: 3,020
- Keywords in top 3: 11
- Google Business Profile actions: 296
November 2025: consolidation and the proof month
November focused on tightening everything. We refreshed top pages, merged overlapping content that competed, and strengthened internal links into the pages that generated the most inquiries. We also continued weekly Google Business Profile updates so local activity stayed consistent.
November work completed:
- Refreshed service pages with clearer packages, process, and FAQs
- Merged thin pages into stronger pages to reduce keyword overlap
- Internal linking push from blogs and galleries into top converting pages
November performance:
- Booking requests from organic: 154
- Organic sessions to service and contact pages: 6,140
- Search Console clicks: 3,420
- Keywords in top 3: 13
- Google Business Profile actions: 322
Before vs after proof: April 2025 compared to November 2025
This comparison uses the same tracking rules and the same conversion definition, so it is clean proof. April 2025 is the baseline month at the start of the campaign. November 2025 is the final month of the campaign window.
Before, April 2025:
- Booking requests from organic: 54
- Organic sessions to service and contact pages: 2,420
- Search Console clicks: 1,180
- Keywords in top 3: 3
- Google Business Profile actions: 146
After, November 2025:
- Booking requests from organic: 154
- Organic sessions to service and contact pages: 6,140
- Search Console clicks: 3,420
- Keywords in top 3: 13
- Google Business Profile actions: 322
The booking request increase is direct: 54 to 154, which equals a 185% increase. The growth was supported by higher clicks, more top rankings, and a better contact experience.
What drove the 185% increase in booking requests
The biggest driver was building service pages that match how people search in Nashville. When pages clearly explain packages, process, and next steps, they rank better and convert better. This also improved lead quality, because inquiries came from people who understood what the company offers.
The second driver was local SEO consistency. Google Business Profile updates, fresh photos, and Nashville context across the site helped the business show up more often in local searches. The third driver was conversion work, because even small friction on mobile can cut calls and forms without you realizing it.
Tools used: what we used to plan, measure, and improve
We kept the tool stack practical and focused on real decisions. The goal was to measure accurately, find opportunities, then implement improvements every week.
Tracking and reporting tools:
- Google Analytics 4: conversion tracking for forms, calls, and key clicks
- Google Tag Manager: event setup for call clicks, email taps, and form submits
- Google Search Console: queries, indexing, clicks, impressions, and ranking changes
- Looker Studio: monthly reporting and trend tracking
SEO and technical tools:
- Screaming Frog: crawl audits, duplicates, internal links, and index checks
- Ahrefs and Semrush: keyword research, competitor gaps, and link opportunities
- PageSpeed Insights: mobile speed checks for top landing pages
Conversion tools:
- Hotjar: heatmaps and scroll tracking to find drop off points
- Call tracking logs and CRM notes: to confirm booking request counts and quality