{"id":25291,"date":"2026-03-27T09:22:00","date_gmt":"2026-03-27T08:22:00","guid":{"rendered":"https:\/\/onder.nl\/?post_type=cases&#038;p=25291"},"modified":"2026-04-10T15:57:45","modified_gmt":"2026-04-10T13:57:45","slug":"the-power-of-just-good-content","status":"publish","type":"cases","link":"https:\/\/onder.nl\/en\/cases\/de-kracht-van-gewoon-goede-content\/","title":{"rendered":"The power of just good content"},"content":{"rendered":"<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-background is-layout-flow wp-block-column-is-layout-flow\" style=\"background:linear-gradient(135deg,rgb(238,238,238) 100%,rgb(169,184,195) 100%)\">\n<h2 class=\"wp-block-heading\">At a glance<\/h2>\n\n\n\n<h2 class=\"wp-block-heading\">Challenge<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Websites insufficiently findable through organic search results<\/li>\n\n\n\n<li>Location pages with little and too generic content<\/li>\n\n\n\n<li>Technical issues (canonical tags, domain setup, JavaScript) that could not be solved immediately<\/li>\n\n\n\n<li>Seasonal work sometimes made quick execution difficult<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Results<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>From 95k to 165k impressions in December 2024 vs December 2023 (+74%)<\/li>\n\n\n\n<li>Clicks grown from 10.4k to 12.1k by December 2024<\/li>\n\n\n\n<li>Peak December 2025: clicks from 11.4k to 19.8k (+74%) and impressions from 141k to 216k (+53%)<\/li>\n\n\n\n<li>New page on concerts with Jan Vayne hits position 1 within 5 weeks<\/li>\n\n\n\n<li>classical-concerten.nl is in the top positions alongside big names like The Concertgebouw Amsterdam and Theater.nl<\/li>\n<\/ul>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading\"><br>Starting point<\/h2>\n\n\n\n<p>Experience Classical features eight domains, each with its own focus and season:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/beleefklassiek.nl\/\" target=\"_blank\" rel=\"noreferrer noopener\">experienceclassical.co.uk<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/matthauspassion.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">matthauspassion.com<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/vierjaargetijdenvivaldi.nl\/\" target=\"_blank\" rel=\"noreferrer noopener\">quadrennialvivaldi.co.uk<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/messiahhandel.nl\/\" target=\"_blank\" rel=\"noreferrer noopener\">messiahtrade.co.uk<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/kerst-concerten.nl\/\" target=\"_blank\" rel=\"noreferrer noopener\">Christmas-concerts.co.uk<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/beleefdemeesterwerken.nl\/\" target=\"_blank\" rel=\"noreferrer noopener\">beleefdemeesterwerken.nl<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/mozartconcerten.nl\/\" target=\"_blank\" rel=\"noreferrer noopener\">mozartconcerten.nl<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/klassieke-concerten.nl\/\" target=\"_blank\" rel=\"noreferrer noopener\">classical-concerts.co.uk<\/a><\/li>\n<\/ul>\n\n\n\n<p>The \u2018season\u2019 for Beleef Klassiek does not coincide with the concerts themselves, but with the moment when ticket sales peak. Offline marketing channels still played a major role; online was growing, but the opportunities were not sufficiently exploited.<\/p>\n\n\n\n<p><strong>Services:<\/strong> SEO coaching <strong>Start:<\/strong> June 2024 <strong>Committed team member:<\/strong> Mariska Snoek<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Situation at the start<\/h2>\n\n\n\n<p>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). <br>For example, the domain kerst-concerten.nl was already well found on generic search terms around \u2018Christmas concerts\u2019. As a result, there was already consistent organic visibility.<\/p>\n\n\n\r\n<div id=\"tf-image-block_f3fcfa324c01b0e8f9e8e0beb86009f8\" class=\"block100 tf-image tf-image alignfull tf-image-fullwidth\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.36.37.png\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.36.37.png 1276w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.36.37-460x336.png 460w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.36.37-1100x803.png 1100w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.36.37-768x561.png 768w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.36.37-16x12.png 16w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.36.37-110x80.png 110w\" sizes=\"(max-width: 1276px) 100vw, 1276px\" alt=\"situation at the start\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<h2 class=\"wp-block-heading\">Where were the opportunities<\/h2>\n\n\n\n<p>Growth opportunities were in location-based search terms such as \u2018Christmas concert Groningen\u2019 and \u2018Christmas concert Utrecht\u2019.<br>These pages had lower positions and limited content, while the search volume and commercial value are interesting.<\/p>\n\n\n\r\n<div id=\"tf-image-block_492e75989d5a98218eda7026eb577e30\" class=\"block100 tf-image tf-image alignfull tf-image-fullwidth\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.38.02.png\" srcset=\"\" sizes=\"(max-width: 401px) 100vw, 401px\" alt=\"where were the opportunities\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<p>We started with a targeted content strategy.<br>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.<\/p>\n\n\n\n<p>In addition, important on-page optimisations have been made. These include improving the header structure, adding missing H1s and strengthening the internal link structure.<\/p>\n\n\n\n<p>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. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Challenges<\/h2>\n\n\n\n<p>Two things made this journey extra challenging:<\/p>\n\n\n\n<p><strong>Seasonality as a challenge to speed.<\/strong>&nbsp;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.  <\/p>\n\n\n\n<p><strong>Technical issues could not be addressed immediately.<\/strong>&nbsp;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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The approach<\/h3>\n\n\n\n<p><strong>Step 1: Analysis<\/strong> 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.<\/p>\n\n\n\n<p><strong>Step 2: Address quick wins immediately<\/strong> Minor technical errors were addressed immediately: missing H1 headers, 404s, incorrect redirects in footer and menu and missing meta titles and meta descriptions.<\/p>\n\n\n\n<p><strong>Step 3: Content briefings for location pages<\/strong> 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:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Talking more about the venue, building and atmosphere<\/li>\n\n\n\n<li>Something to say about the music, the oratorio and the musicians<\/li>\n\n\n\n<li>Making each page distinctive from the others<\/li>\n<\/ul>\n\n\n\n<p><strong>Step 4: Identify and publish new pages<\/strong> 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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Results by domain<\/h3>\n\n\n\n<p>Christmas-concerts.co.uk<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>After making the content adjustments during 2024, we saw immediate results in December:<\/p>\n\n\n\n<p><strong>December 2024 vs December 2023<\/strong><\/p>\n\n\n\r\n<div id=\"tf-image-block_1b38dfff7c7ea7ef02d6f453a7137245\" class=\"block100 tf-image tf-image alignfull tf-image-fullwidth\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.39.03-1536x565.png\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.39.03-1536x565.png 1536w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.39.03-460x169.png 460w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.39.03-1100x405.png 1100w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.39.03-768x283.png 768w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.39.03-18x7.png 18w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.39.03-110x40.png 110w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.39.03.png 1606w\" sizes=\"(max-width: 1536px) 100vw, 1536px\" alt=\"December 2024 vs December 2023\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li>Displays: from 95k \u2192 165k<\/li>\n\n\n\n<li>Clicks: from 10.4k \u2192 12.1k<\/li>\n<\/ul>\n\n\n\n<p>And the approach did not stop there. In 2025, we went through the website again: connecting the dots and making additional improvements.<\/p>\n\n\n\n<p><strong>December 2025 vs December 2024<\/strong><\/p>\n\n\n\r\n<div id=\"tf-image-block_c3b3ca66d4461b0c94c26d851abd0e42\" class=\"block100 tf-image tf-image alignfull tf-image-fullwidth\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.41.14.png\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.41.14.png 1060w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.41.14-460x204.png 460w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.41.14-768x341.png 768w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.41.14-18x8.png 18w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Scherm_afbeelding-2026-02-24-om-16.41.14-110x49.png 110w\" sizes=\"(max-width: 1060px) 100vw, 1060px\" alt=\"December 2025 vs December 2024\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<ul class=\"wp-block-list\">\n<li>Displays: from 141k \u2192 216k<\/li>\n\n\n\n<li>Clicks: from 11.4k \u2192 19.8k<\/li>\n<\/ul>\n\n\n\n<p><strong>messiahtrade.co.uk<\/strong><\/p>\n\n\n\n<p>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 \u2018Messiah\u2019, the historical context. Here, too, we see the same growth as with Christmas-concerts.co.uk.<\/p>\n\n\n\r\n<div id=\"tf-image-block_e07e50d2dd7da3e400d03edb5b2659ec\" class=\"block100 tf-image tf-image alignfull tf-image-fullwidth\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2026\/02\/Messiah-handel.png\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2026\/02\/Messiah-handel.png 1057w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Messiah-handel-460x177.png 460w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Messiah-handel-768x295.png 768w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Messiah-handel-18x7.png 18w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/Messiah-handel-110x42.png 110w\" sizes=\"(max-width: 1057px) 100vw, 1057px\" alt=\"messiah trade\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<p><strong>classical-concerts.co.uk<br><br><\/strong>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.<\/p>\n\n\n\n<p>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 \u2018classical concerts\u2019 are currently in the top positions - alongside big names like Het Concertgebouw Amsterdam and Theater.nl.<\/p>\n\n\n\r\n<div id=\"tf-image-block_d7b82586615789cc929709ffb73257a9\" class=\"block100 tf-image tf-image alignfull tf-image-fullwidth\">\r\n\r\n    \r\n        <img decoding=\"async\" src=\"https:\/\/onder.nl\/site\/uploads\/2026\/02\/klassieke-concerten.nl_.png\" srcset=\"https:\/\/onder.nl\/site\/uploads\/2026\/02\/klassieke-concerten.nl_.png 1056w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/klassieke-concerten.nl_-460x176.png 460w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/klassieke-concerten.nl_-768x295.png 768w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/klassieke-concerten.nl_-18x7.png 18w, https:\/\/onder.nl\/site\/uploads\/2026\/02\/klassieke-concerten.nl_-110x42.png 110w\" sizes=\"(max-width: 1056px) 100vw, 1056px\" alt=\"classical-concerts.co.uk\" loading=\"lazy\">\r\n\r\n    \r\n    <div class=\"clearboth\"><\/div>\r\n\r\n<\/div>\n\n\n<h3 class=\"wp-block-heading\">Collaboration<\/h3>\n\n\n\n<p>The process with Beleef Klassiek was a pleasant one. The client picked up all the work around the peak moments as quickly as possible and this produced many results almost immediately - something they also saw in the tickets sold.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What makes this track special?<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>But this track shows exactly what SEO is all about: <strong>write for your user, and the results will follow<\/strong>. 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.<\/p>\n\n\n\n<p>Just good content. It still works.<\/p>\n\n\n\n<p><strong>Also getting more out of your organic visibility? <\/strong><a href=\"https:\/\/onder.nl\/en\/live-seo-analysis\/\" target=\"_blank\" rel=\"noreferrer noopener\">Request a live SEO analysis<\/a><\/p>\n\n\n\n<p><\/p>","protected":false},"author":9,"featured_media":0,"template":"","class_list":["post-25291","cases","type-cases","status-publish","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases\/25291","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases"}],"about":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/types\/cases"}],"author":[{"embeddable":true,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/users\/9"}],"version-history":[{"count":3,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases\/25291\/revisions"}],"predecessor-version":[{"id":25525,"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/cases\/25291\/revisions\/25525"}],"wp:attachment":[{"href":"https:\/\/onder.nl\/en\/wp-json\/wp\/v2\/media?parent=25291"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}