Growing Visibility Across Multiple Locations
This multi-location leisure business operates entertainment venues across several UK cities. Each venue offers a mix of activities, food, drink, group experiences and private events.
The website needed to attract several different audiences. These included families, friends, corporate groups, party organisers and people searching for activities in a specific city.
Organic search was already an important source of customers. The opportunity was to increase its contribution while improving visibility for individual venues, activities and commercially valuable bookings.
As search behaviour changed, the campaign also expanded into AI search. This allowed us to monitor when the business was mentioned, recommended and cited across emerging search platforms.
97%+
Increase in organic search clicks year on year
49%+
Increase in Google search impressions year on year
68%+
Increase in Google AI visibility within one month
The SEO Challenge
Operating across several locations created a complex search landscape. Each venue needed to rank for local searches while the wider website also competed for valuable activity, event and group-booking terms.
Customers could search by activity, location, occasion or group type. Someone might look for things to do nearby, corporate entertainment, a birthday activity or a Christmas party venue. The website needed to connect each search with the right venue and experience.
Competition also varied between locations. Established venues faced strong local rivals, while newer locations needed to build awareness and authority quickly.
The growth of AI-led search created another challenge. The business needed to appear not only in Google’s standard results, but also within AI-generated recommendations and answers.
Our SEO Approach
We developed a coordinated campaign that brought local SEO, content, technical improvements and authority building together.
Local Venue Optimisation
Individual venue pages were improved around relevant local searches, activities and booking opportunities.
Activity Content
Dedicated pages and supporting content helped the business compete for searches around specific games and experiences.
Website Structure
Internal links and page relationships were refined so that visitors and search engines could move easily between locations, activities and occasions.
Google Business Profiles
Local profiles were reviewed and developed to improve each venue’s presence within map results and location-based searches.
Content Planning
New content supported seasonal campaigns, group bookings, venue launches and the questions customers ask before booking.
Authority Building
Relevant links, citations, press coverage and external mentions strengthened the visibility of individual venues and the wider brand.
Improving Visibility Across Multiple Locations
Each venue operated within its own local market. A single national SEO approach wouldn’t have reflected how customers searched or how competitors performed in different cities.
We strengthened individual venue pages with more useful information about activities, occasions and the experiences available at each location.
Internal linking was also improved. This helped search engines understand the relationship between the main website, venue pages and individual activities.
Local search activity supported both established and newer venues. Existing locations could compete more effectively for valuable searches, while newer venues had a stronger foundation for building visibility and awareness.
This created a more consistent organic presence without relying on identical content across every location.
Content That Supported Bookings
SEO content was planned around genuine reasons for visiting a leisure venue. This included group activities, corporate events, parties, seasonal celebrations and individual games.
Rather than creating content simply to attract traffic, each topic was assessed for its connection to venue discovery and bookings.
Activity pages were supported with helpful guides explaining how games worked, what customers could expect and how different experiences compared. Seasonal content was planned around periods when demand and competition were likely to increase.
This gave the business more opportunities to appear throughout the customer journey. It could reach people looking for ideas as well as those already searching for a particular venue or activity.
Expanding Into AI Search
Customers increasingly use AI platforms to find activity ideas, compare venues and plan group events. The campaign was expanded to measure how the business appeared within these results.
We tracked 50 commercially relevant prompts across ChatGPT, Gemini and Google AI Mode. These covered activities, locations, group bookings and occasion-led searches.
The tracking found strong visibility across many of the monitored searches. In several areas, the business appeared prominently while competing venues received little or no mention.
We also reviewed the sources used to support AI-generated answers. This showed the importance of trusted directories, media coverage, reviews, relevant websites and well-structured information on the company’s own pages.
Google AI visibility increased by around 68% within one month. Citations recorded through Bing’s AI search features also rose by more than 63% during the same period.
The Results
Organic search performance continued to grow as the campaign developed.
Google search impressions increased by more than 49% year on year, showing that the website was appearing for a much wider range of relevant searches.
Organic clicks rose by more than 97%. The increase in visits was substantially higher than the growth in impressions, indicating stronger rankings and greater engagement with the business’s search results.
Overall search visibility also increased by more than 17% within one month. Organic search generated more than half of all website sessions and contributed the majority of tracked online revenue.
The campaign also established a strong presence within AI-led search. Google AI visibility rose by around 68%, while Bing AI citations increased by more than 63%.
These results showed that traditional SEO and AI search optimisation could work together to increase discovery across different locations, activities and stages of the booking journey.
What the Results Meant for the Business
The impact extended beyond increased traffic. Search became a stronger commercial channel for individual venues and the wider business.
Greater Local Discovery
More customers found relevant venues while searching for activities, entertainment and group experiences in their area.
Stronger Booking Potential
The website attracted visitors across commercially important searches linked to parties, corporate events, seasonal bookings and group activities.
Support for Business Growth
SEO supported established venues while also helping newer locations and relaunched experiences build visibility.
Earlier AI Search Adoption
Monitoring AI answers and citations gave the business an early view of how customers were discovering and comparing leisure venues through new search tools.
SEO Services Used in This Campaign
This campaign combined local visibility, content development and AI search monitoring to help multiple venues reach more potential customers.
Could SEO Fill More of Your Booking Calendar?
Customers may discover your venues through Google, map results, local guides or an AI-generated recommendation.
We’ll review how your locations currently perform, identify where visibility is being lost and build a practical strategy around your commercial priorities.
