Party Slate - Events Management Marketplace
Helped PartySlate become an industry leader in the events management space by increasing the organic traffic to their website by 12X, from 30,000 to 370,000 a month in two years.
Helped PartySlate become an industry leader in the events management space by increasing the organic traffic to their website by 12X, from 30,000 to 370,000 a month in two years.
PartySlate is a Chicago-based events management online platform that inspires people looking to plan their next event and connects them with the leading event professionals and venues. PartySlate gives the event industry an easy way to share their work, build their brand, connect with potential customers and grow their business. DAP created a comprehensive SEO strategy to ensure that PartySlate ranks locally for thousands of keywords across 25 locations, including Chicago, New York, Los Angeles, and other metropolitan areas. Within 2 years, PartySlate improved its organic visibility by 12X and tripled its annual revenue.
Before working with Digital Authority Partners, PartySlate primarily acquired new customers by leveraging paid search and social channels. Whereas the company ranked for a variety of keywords in Google, organic search drove fewer clicks to the website than paid search. At the same time, the total addressable SEO market showed considerable potential to dramatically increase web traffic by optimizing the website, creating new content on the PartySlate blog, and launching fully-optimized local pages.
While competing with other large event management marketplaces, the acquisition cost for new customers was cost-prohibitive. With its existing paid ads management strategy, the company struggled to gain market share, in a sustainable way, that aligned with its overall objectives. Whereas the company had previously invested in SEO while working with other agencies, the results were limited. However, the high cost of paid ads pushed the company towards re-evaluating the role SEO could play for the company, and it chose Digital Authority Partners to help right the ship.
As a dual-sided marketplace, the PartySlate business model drives leads to event professionals who pay a monthly subscription to be featured on the platform. Whereas paid search drove a significant amount of traffic to the website, the paid search traffic conversion rate was below industry standards. This, in turn, impacted the company’s ability to attract new paying vendors to the platform.