In late 2024, I started working with a major entertainment brand based in Australia. Despite their strong presence on social media millions of followers, frequent viral posts their website wasn’t reflecting that same success. They were struggling to gain organic visibility on Google, and key industry-related search terms just weren’t driving the kind of traffic they deserved.
They approached me with a simple but pressing challenge:
“We have the buzz. Can we turn it into long-term search traffic?”
The Problem:
Even with all the attention on Instagram, Facebook, and TikTok, their site barely ranked for relevant keywords. They were sitting on massive engagement potential, but weren’t leveraging it for organic traffic and long-term SEO growth.
I knew right away this was an opportunity to align SEO with social media, not treat them as separate silos. So I built a strategy that would make both work in sync.
Step-by-Step Strategy I Used
1. SEO Audit & Quick Wins
First, I conducted a thorough SEO audit. Several things stood out:
- Many existing blog posts weren’t optimised for high-intent keywords
- The site had minimal internal linking
- No structured data or schema markup was implemented
- Site speed needed improvement, especially on mobile
I started by fixing the basics:
- Added relevant internal links to pass authority
- Implemented structured data to help Google understand their content
- Compressed media files and improved mobile responsiveness
- Refreshed key landing pages with intent-driven keywords their audience was actually searching for
2. Content: From Viral to Valuable
They had several viral social media discussions topics that trended on Twitter and TikTok. But they were vanishing fast.
So I turned those temporary moments into permanent assets:
- I repurposed viral social media themes into search-optimised, long-form blog content
- Each piece targeted long-tail keywords and answered trending queries
- I made sure these articles linked back to relevant service or product pages
3. Social Media SEO Integration
Next, I worked closely with their social team to make sure all major social media posts drove traffic back to the website, not just to engagement metrics.
- We created teaser posts that linked to blog articles
- I added UTM tags to track and measure performance
- We used call-to-actions like “See full breakdown on our site” or “Read more in our latest blog”
4. Technical SEO Upgrades
To improve crawlability and indexing:
- I fixed crawl errors and cleaned up sitemap issues
- Improved page load time significantly, especially for mobile
- Enhanced user experience with better navigation and internal links
The Results (in just 3 months – Nov 2024 to Feb 2025):
Compared to the same period the year before (Nov 2023 – Feb 2024), the growth was incredible:
- Clicks increased by 6,432.14% (from 168 to 11,000+)
- Impressions rose by 28,878.02% (from 728 to over 211,000)
- The average Google position improved from 14.4 to 8.7
- Organic engagement created a flywheel of continued traffic
What I Learned
This project reinforced something I believe deeply:
Search engines love engagement, and social engagement drives intent.
When you combine the power of SEO with the pulse of social media, you don’t just get traffic you get qualified, lasting visibility.
Final Thoughts
Helping this Australian entertainment brand transform its website into a real growth engine was one of the most fulfilling projects I’ve taken on. It showed me that you don’t always need to start from scratch you just need to connect the dots between what your audience is doing on social and what they’re searching for on Google.
If you’re a brand with a strong social presence but low search visibility, let’s talk. There’s likely gold in your content you just need the right strategy to unlock it.
