The power of just good content

Situation at the start

The desire was to make the websites more findable. A lot had previously been done with offline marketing channels; online was growing and there were still many opportunities here. Although not much had been done yet in terms of organic findability, the website already had a strong basis in terms of positions (on a number of search terms).
For example, the domain kerst-concerten.nl was already well found on generic search terms around ‘Christmas concerts’. As a result, there was already consistent organic visibility.

Where were the opportunities

Growth opportunities were in location-based search terms such as ‘Christmas concert Groningen’ and ‘Christmas concert Utrecht’.
These pages had lower positions and limited content, while the search volume and commercial value are interesting.

We started with a targeted content strategy.
The venue pages have been rewritten and enhanced with content that responds to the visitor's experience and choice: atmosphere, music, artists and the venue's unique features.

In addition, important on-page optimisations have been made. These include improving the header structure, adding missing H1s and strengthening the internal link structure.

Unfortunately, major technical issues could not be picked up immediately due to obstacles within the cms (which, incidentally, were picked up later), so the focus was first entirely on improving the content and picking up smaller technical issues.

Challenges

Two things made this journey extra challenging:

Seasonality as a challenge to speed. Writing and implementing content briefings is time-consuming. Around the peak times of the various concert series, it was sometimes a challenge to implement everything. Content writing just takes time and that was sometimes a time-consuming task for the client.

Technical issues could not be addressed immediately. The domain setup was not set up properly, there were issues with canonical tags and JavaScript. Fortunately, from the content improvements, we saw growth very quickly - the technical issues did not hinder these results.

The approach

Step 1: Analysis We started with a search analysis, content strategy and structure plan. In the process, we also listed the most important technical action points and went through them with the client.

Step 2: Address quick wins immediately Minor technical errors were addressed immediately: missing H1 headers, 404s, incorrect redirects in footer and menu and missing meta titles and meta descriptions.

Step 3: Content briefings for location pages We created content briefings for key pages, especially the location pages - both place names and specific locations (Academiehuis Zwolle, AFAS Theatre Leusden, Martinikerk Groningen). The briefings gave the client tools to:

• Talking more about the venue, building and atmosphere
• Something to say about the music, the oratorio and the musicians
• Making each page distinctive from the others

Step 4: Identify and publish new pages After the content round, we looked at where new pages offered opportunities. Kerst-concerten.nl, for instance, was missing a page about Christmas concerts with Jan Vayne - a well-known name in musical Holland that is frequently searched for. After publication, that page was almost immediately in position 3, and after five weeks in position 1.

Results by domain

Christmas-concerts.co.uk

The initial focus was entirely on this area, with six months left until the Christmas concerts. December is one of the most important periods for ticket sales for Beleef Klassiek.

After making the content adjustments during 2024, we saw immediate results in December:

December 2024 vs December 2023

• Displays: from 95k → 165k
• Clicks: from 10.4k → 12.1k

And the approach did not stop there. In 2025, we went through the website again: connecting the dots and making additional improvements.

December 2025 vs December 2024

• Displays: from 141k → 216k
• Clicks: from 11.4k → 19.8k

messiahtrade.co.uk

Same approach, worked out just a little differently. Besides optimising the concert pages, this domain also offered a lot of space for informative content - about G.F. Handel, the story behind ‘Messiah’, the historical context. Here, too, we see the same growth as with Christmas-concerts.co.uk.

classical-concerts.co.uk

This domain offers the most possibilities. Besides the various concert series and compositions, there is also space to rank on everything around classical concerts and classical music: from informative content on attending your first classical concert, the differences between oratorios, to explanations of storylines in music.

Of all the domains, classical-concerts.co.uk is by far the most successful. The site continues to grow in impressions and clicks. All terms around ‘classical concerts’ are currently in the top positions - alongside big names like Het Concertgebouw Amsterdam and Theater.nl.

Collaboration

The process with Beleef Klassiek was a pleasant collaboration. The client picked up all the work around peak moments as quickly as possible. And despite serious technical issues, content delivered many results almost immediately - something they also saw in the tickets sold.

What makes this track special?

If you look purely at what we did, this is basic SEO work. Search analysis, content briefings, H1s in order, internal link structure. No advanced link building campaign, no large-scale technical migration.

But this track shows exactly what SEO is all about: write for your user, and the results will follow. Good content about the venue, the atmosphere, the music and the musicians makes all the difference. Not only for Google, but also for the visitor who wants to buy a ticket for a Christmas concert in Groningen.

Just good content. It still works.

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