“Since we started working with Bolser, we've seen an immediate improvement across our SEO KPIs. I'm delighted we can continue this work with them going into our busiest period of the year.”
Callum Stewart, Head of National Theatre at Home
The challenge
Increase paying subscribers globally
Our first challenge was understanding how to identify and reach a highly targeted audience of drama enthusiasts across the world. This required an in-depth analysis of the audience characteristics and behaviour, particularly online. The National Theatre at Home content needed to rank high in their search results, once this was achieved the focus could turn to converting the new site visitors into paying subscribers.
Our strategy was to implement data driven content changes to the website and app to improve online visibility amongst the target audience. To achieve this, our keyword search strategy focussed on the profiles of world-famous actors alongside the National Theatre’s highly acclaimed productions.
What we did
Improved organic search visibility & conversion
- Worked closely with National Theatre at Home on a strategic discovery phase to understand their existing customers and target audiences.
- Carried out a full SEO and app store audit of the website and app to highlight current strengths, weaknesses and opportunities.
- Conducted extensive keyword research, to identify high search volume keywords applicable to the audience, which resulted in our focus on the popular productions and actors.
- Worked closely with their streaming provider, Vimeo to resolve the website's technical issues identified in the audit.
- Implemented research-based content changes on the website and app, improving search rankings and increasing site traffic and conversion.
The Results
Outstanding performance for the National Theatre
By optimising key pages on the National Theatre at Home website, we’ve achieved huge increases in impressions, site visitors and most significantly, the number of new paying subscribers, which has more than doubled. What's more, improvements in search rankings globally have attracted subscribers from 184 countries.
+ 41% search impressions
+ 71% new site visitors
+ 123% new subscribers
+ 35% production views
We’ve also achieved AI Overviews and Featured Snippets for nearly 200 target keywords across optimised production pages, prominently appearing in the ‘People Also Ask’ section of search results. This is a significant accomplishment in search and signals Google’s recognition of the optimised content as highly valuable and relevant.
The website now has over 200 keywords ranking between 1st and 3rd position in both the UK and USA, which represents a 67% improvement in search position overall. Our optimisation strategy has ensured that National Theatre at Home appears multiple times in a single search result and is attracting subscribers from 184 countries across the world.