Video production | SEO Audit & Promotion Strategy / US

This case study outlines the search engine optimization strategy and results for Olena Z Films, a specialized video production company. The primary objective was to increase online visibility and generate leads in a competitive niche market.

About the Client and Goals

• Niche: Video production services, specializing in trade shows, conventions, and corporate events. Additional services include photography. The company’s slogan is «Bring your event outside the room».
• Region: Las Vegas, Nevada, USA.
• Target Audience: Marketing directors, event organizers, sales directors, and other key decision-makers in companies attending events in Las Vegas. 
• Project Goals: The client’s main goal was to generate leads. Previous attempts with Google ads were deemed too expensive and yielded no leads.

 

Stages of Work

 

1. Comprehensive Site Audit

A detailed technical, commercial, and content audit was conducted on August 9, 2022, to identify foundational issues hindering performance.

 

Key Problems Identified:

• • Technical SEO:
    • • The robots.txt file needed updates.
      • Multiple pages required rel=»canonical» tags to avoid duplicate content issues.
      • URLs were not user-friendly (non-SEO-friendly) and didn’t match the new site structure. For example, the page …/video-production-for-exhibitors-at-las-vegas-conventions-and-trade-shows/ was recommended to be changed to …/corporate-video-production-studio/.
      • Alt and Title tags were missing for images.
      • The use of H1-H6 tags was excessive on some pages.

    

 

• • Content & On-Page SEO:
    • Key pages had non-unique content, requiring new, optimized articles.
    • Meta tags (Title, Description) and H1 tags were not optimized for target keywords.
    • Internal linking was weak, and «breadcrumb» navigation was inconsistent.

 

• • Commercial Factors:
    • The website’s loading speed needed improvement for both mobile and desktop users.
    • Contact information was incomplete (missing WhatsApp) and lacked Schema.org microdata for enhanced search appearance.

 

• Link Profile: An analysis of the backlink profile revealed several low-quality donor domains, posing a risk of a Google Penguin filter. A disavow list was compiled.

 

2. Semantic Core and Site Structure

A comprehensive semantic core was developed to target the client’s niche. Keywords were grouped into clusters to create a logical and SEO-friendly site structure.

• Semantic Core: A wide range of keywords was collected, covering general services («video production las vegas,» «corporate videography») and highly specific, long-tail queries related to major conventions in Las Vegas by industry (e.g., «Top Transportation Conventions in Las Vegas,» «Best Real Estate Expos in Las Vegas»).

Clustering and Structure: Keywords were clustered and mapped to existing and new pages. The site structure was expanded significantly to include dedicated pages for different types of conventions and trade shows (e.g., Biomed, Building, HR, Pharma). This allowed for precise targeting of audiences planning to attend specific events.

3. On-Page Optimization and Content Implementation

Based on the audit and semantic core, a full-scale implementation of on-page optimizations was planned.

• • Meta Tags and Headings: Unique and optimized Title, Meta Description, H1, and H2 tags were created for each target page based on the clustered keywords. For example, the H1 for the homepage was set to «Corporate Video Production».
  • Content Creation: A plan was developed to write new, unique content totaling over 25,000 characters to populate the new pages and improve the uniqueness of existing ones. The content strategy included guidelines for keyword integration, internal linking, and formatting.

• Internal Linking: A strategic internal linking structure was designed to distribute link equity from a new central blog pillar page («Corporate Video Production Studio») to the newly created convention-specific pages.

 

Results

The initial phase of optimization work showed significant improvements in search engine rankings within just over one month.

• Google Rankings (United States):
  • • «trade show videography»: Moved from position 50 to 6 (+44 positions).
    • «trade show video production»: Moved from position 34 to 8 (+26 positions).
    • «convention video production»: Moved from position 18 to 8 (+10 positions).

  

• Bing Rankings (United States):
  • • «convention video production»: Moved from position 37 to 8 (+29 positions).
    • «trade show video production»: Entered the top rankings at position 2.
    • «trade show video»: Entered the top rankings at position 7.