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Entertainment

How international SEO increased demo requests by 2,740% for a music industry platform

Our client, a highly respected music industry blog, serves as a trusted resource for professionals seeking to discover fresh independent talent from around the globe. Recognised as a leader in their niche, they approached us to implement a targeted international SEO campaign. Their goal was to increase sign-ups from independent artists across various genres while enhancing their online visibility and driving meaningful website traffic.

The campaign successfully increased website traffic, improved sign-ups, and positioned the blog as a go-to resource for discovering independent music talent globally

Commercial highlights

+2740%

Demo requests

Paid demo requests from organic search increased by 2,740% between October 2021 and March 2022, compared with the previous reporting period.

104

Keywords improved

104 keyword rankings improved by over 50-100 positions within 11 months.

99+

Sales transactions

Multiple keywords on the website have seen an increase of over 99 positions on search results, from not ranking to ranking position 1 on the SERP.

+1300%

Avg time on page

We saw a 1300% increase in average time on page in October 2021 to March 2022 compared to the previous period.

Project objectives

1

  • Enhance keyword viibility
Increase visibility in search engine rankings by identifying and targeting high-impact keywords. This includes optimising existing content and creating new genre-specific pages, with a focus on attracting independent artists across popular genres such as R&B and hip-hop.

2

  • Boost conversion rates
Drive more sign-ups by creating a seamless and user-friendly website experience. Streamline the sign-up process and optimise the site’s design to improve engagement and encourage conversions.

3

  • Develop a comprehensive sitemap
Create a robust sitemap that effectively targets independent artists across diverse music styles. This includes introducing new genre-focused pages and updating existing content to align with the SEO strategy.

4

  • Strengthen internal linking
Implement a strategic internal linking structure to improve site navigation and visibility. This ensures genre-specific pages are easily accessible to both users and search engines, enhancing overall website performance.Support other sales channels by implementing attribution modelling and analysing customer paths.

The results

+20%

Visibility

Organic search visibility increased by 20%, improving rankings for high-value keywords and strengthening the brand’s presence across key search results.

+11%

Session duration

Average session duration increased by 11%, indicating stronger user engagement and more visitors interacting with the website’s content.

+33.7

Average position

Average keyword positions improved by 33.7 places, moving priority search terms closer to page one and increasing overall organic visibility.

+23%

Goal completions

Goal completions increased by 23%, demonstrating improved website performance and a higher proportion of users completing valuable conversion actions.

“Great stuff, glad to see things on the up.”
Stefan Toren,
manager

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Paid Media Marketer
Luigi

With a touch of Italian flair and a sharp eye for detail, Luigi is the mastermind behind our PPC campaigns, ensuring every click counts. When he’s not fine-tuning ads, you’ll find him scaling rock faces or out on the water with his boat licence in hand—because whether it’s climbing to new heights or navigating uncharted waters, Luigi loves a good challenge.

Web Developer
Louis

Louis is the wizard behind hundreds of websites, effortlessly bringing digital ideas to life with his incredible efficiency and talent. Don’t let his age fool you—he’s a powerhouse of innovation and success, proving that age is just a number when you’re this skilled. A proud Nichiren Daishonin Buddhist, he’s been chanting since age 8. When he’s not building websites, you’ll find him gaming, watching EastEnders, or supporting Liverpool FC. Kitchen skills? Still a work in progress, but he’s getting there!

SEO Executive
Johanna

Johanna, our SEO Executive, has South American roots and has travelled to most continents, bringing a wealth of diverse experiences to her work. She’s also a keen camper van enthusiast—having renovated one and lived in it for a long time, embracing the freedom of life on the road. With her global perspective and SEO expertise, Johanna combines creativity and data to deliver impressive results. Whether optimising search rankings or sharing her travel stories, she adds an adventurous spark to the team.

Head of Design
Iwona

Iwona, a proud Polish native, has lived in both the US and the UK, with each country adding a unique twist to her passion for design. As Sierra’s branding mastermind, she brings big ideas to life, creating stunning visuals and unforgettable brand identities for clients. A true artist, Iwona’s just as at home tickling the ivories on a piano as she is with a hand-lettering pen. When she’s not designing, she’s preparing for her first boxing match—talk about a knockout combo! And when the gloves are off, you’ll find her watching the NBA, hoping for a dunk so epic it makes her spill her tea. 

Finance Manager
Martin

Martin ensures our finances are sharper than his cricket batting average, leveraging years of expertise in financial planning and budgeting. With a proven track record of managing complex accounts, he’s the backbone of Sierra’s fiscal health. When he’s not mastering numbers, he’s juggling cricket matches, badminton tournaments, and basketball games with his sports team—proving he’s just as competitive off the spreadsheets. (We suspect he’s eyeing a trophy shelf expansion.)

Senior SEO Executive
Alice

Alice is the queen of details. With an almost supernatural ability to spot even the tiniest gaps in data, she’s the one who ensures everything runs like clockwork at Sierra. She thrives in the world of numbers, analytics, and operations, where she can make sense of the chaos and turn it into pure magic. When she’s not optimising search rankings, she’s in the kitchen baking (and, let’s be honest, sometimes just cooking for the fun of it). Oh, and she’s a bit of a gamer, too—whether she’s getting lost in Sims 4 or collecting coins in Mario, Alice knows how to balance work, creativity, and a bit of gaming nostalgia.

Founder & Managing Director
Jade

Back in 2017, Jade turned her first-class Business Studies degree, a killer sales record, and a big dream into Sierra Six —a thriving business that’s been making waves ever since. Known for her energy and enthusiasm, she’s appeared in countless press releases, hosted workshops for top universities, and is a proud mentor for Bloom – Women in Digital magazine, encouraging women to claim their spot at the top. When she’s not conquering the business world, Jade’s whipping up experimental dishes, or plotting her next adventure – because why just conquer business when you can conquer the world too?