We were brought in to improve the organic performance of the precinct's seasonal content.
1. Content audit and refresh. Each year, the site publishes seasonal guide content, gift guides for parents, friends, and "the person who has everything," along with picks for Christmas parties, dining, and places to go for festive drinks. We reviewed and worked with the client to update all of this existing content ahead of the new season to keep it current and relevant.
2. Search and content gap research. Alongside updating existing guides, we researched what else people were searching for around Christmas shopping, dining, and events, to identify additional content opportunities that could capture more of that search demand.
3. New content creation. Based on that research, we created additional content to fill the gaps identified covering topics and queries the existing guides weren't yet answering.
4. Christmas landing page. New this year, we built a dedicated Christmas landing page that brought all of the seasonal content together in one place: guides, events, and dining picks all accessible from a single hub. We also added this page to the site's main navigation, making it immediately visible to visitors and giving them a clear, easy path. Centralising seasonal content this way also strengthens the page's internal linking and topical relevance, which supports stronger organic visibility for Christmas-related searches.
