Wimbledon Debenture Holders

SEO and Content Marketing

WimbledonDebentureHolders.com is a secure marketplace set up by Wimbledon Debenture Holders to sell Wimbledon tickets directly to international tennis fans.

Visitors up 440%
Revenue up 57%

The Brief

WimbledonDebentureHolders.com approached Custard in June 2011 with the objective to increase the company’s visibility in organic search alongside creating a content marketing plan for the company. The website’s homepage was on page 3 of Google’s results for the search query ‘Wimbledon tickets’ and the task was to achieve higher rankings to ensure WimbledonDebentureHolders.com were visible in the same space on page 1 of Google (top 3 positions) as their main competitors.

The Approach

Custard adopted a content-focused strategy that began with the publication of engaging blog content that appealed to tennis fans in general as well as working with the company’s in-house development team on the technical aspects of the website that would contribute to improving the overall visibility of the website.

In addition to the above, further into the campaign we implemented a full off-site content marketing strategy which including creating news stories from data available, infographics from surveys and news worthy content related to the Wimbledon tournament each year.

The Results

Wimbledon Debenture Holders overall website visibility improved organically and rankings for target keywords achieved page 1 visibility in the top 3 positions for all search terms related to ‘Wimbledon tickets’ – following on from this the website achieved the following results over a 12 month year on year comparison:

440% increase in visitors from organic search

27% increase in transactions from organic search

57% increase in revenue from organic search

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