CASE STUDY
AttractionTickets.com
How strategic SEO expertise restored Orlando visibility and delivered £7.3m in incremental revenue
Client: AttractionTickets.com
Consultant: Hannah Bryce
Stakeholder: Chris Bradshaw, Marketing Director
Summary
For five years following a root domain change in 2019, AttractionTickets.com struggled to maintain its historic search engine visibility. While legacy agency models provided resources, they lacked the deep strategic immersion needed to diagnose critical, ongoing technical issues and bridge the gap to daily commercial trading.
By bringing dedicated, high-level expertise on board through Hannah Bryce, AttractionTickets.com completely transformed its organic trajectory. Within a single year, expert intervention corrected a catastrophic, misdiagnosed technical migration error, overhauled legacy site architecture, and scaled digital PR. The results delivered a 190% increase in organic traffic YoY and +£7.3m in incremental revenue.
Challenge 1: The misdiagnosed migration & core term drop
The problem
AttractionTickets.com was suffering from a severe, ongoing bleeding of visibility for its core "Orlando" search terms - the absolute lifeblood of the business. The incumbent external agency had incorrectly diagnosed the drop as an unavoidable casualty of a recent Google core algorithm update, leaving the internal team running out of ideas and facing mounting losses of around £1m in revenue each month that the issue persisted.
The solution
Rather than accepting the algorithm theory, Hannah initiated a deep-dive technical audit.
Leveraging her specialist technical expertise, she successfully identified that the visibility collapse was not algorithmic, but a severely mishandled technical migration issue overlooked by external eyes.
The results
Immediate recovery: By implementing the correct technical fix, the site experienced an almost instantaneous reversal of the multi-year decline.
Visibility surge: Achieved an immediate 32% increase in visibility for core Orlando search terms, instantly plugging the monthly revenue drain.
Challenge 2: Transforming site architecture via the meganav
The problem
Various internal teams had recognised that the website's main navigation structure was limiting, but legacy agency bottlenecks and cross-functional silos prevented anyone from successfully executing a redesign. Agencies could advise from afar, but they lacked the internal authority to align web development, content, and commercial trading teams.
The solution
Hannah took full ownership of the project, stepping in to lead a comprehensive cross-functional initiative. She brought together web development, supply, and content teams, designing an educational roadmap that explained complex structural SEO metrics in an accessible, engaging way. By leading both the stakeholder alignment and the direct implementation, Hannah oversaw the rollout of a completely overhauled Meganav.
The results
Enhanced UX & intent: Delivered a highly intuitive user experience that seamlessly mapped to search intent.
Commercial metrics uplift: Improved landing page relevance and rankings, translating directly into a higher conversion rate and boosted revenue from high-intent users.
Challenge 3: Scaling Digital PR and authority
The problem
Transitioning away from a full-service agency structure risked losing established relationships with digital editorial desks, potentially stalling backlink acquisition and compounding the site's historical domain authority issues.
The solution
Hannah onboarded and directly managed a specialist external PR partner, replacing generic agency tactics with a data-led, original content strategy designed to build high-value, top-tier media placements.
The results
Link growth: Achieved a staggering 206% increase in links YoY.
Quality improvement: Substantially increased the average Domain Authority (DA) of the links obtained, strengthening the site's overall competitive position.
Year-one performance metrics
| Metric | Year-on-year (YoY) change |
|---|---|
| Organic traffic | +190% |
| Incremental revenue | +28% (+£7.3m) |
| Keywords in positions 1–3 | +212% |
"Working with four different agencies over the years, we found it incredibly difficult for external teams to truly immerse themselves in our day-to-day trading. Hannah brought a level of calmness, authority, and undeniable technical expertise that the business desperately needed.
“She has an uncanny knack for making complex SEO concepts accessible to everyone, which instantly won the complete faith of our senior leadership team. To see things fixed in six months that had been broken for five years is nothing short of exceptional. For the first time in a decade, I truly believe that thanks to Hannah's guidance, we have the strategic foundation to lead our sector and sustain significant organic growth."
— Chris Bradshaw, Marketing Director, AttractionTickets.com
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