Spotlights Theatre School

Client

Spotlights Theatre School

Channels

SEO

Google ads

Social ads

Project Description

Spotlights Theatre School runs musical theatre classes for children across multiple South London and Kent locations. Dandy manages both SEO and PPC for the account, with reliable GA4 tracking in place since November 2023 and a Google Ads account that has grown from a modest local test budget into a properly structured, actively optimised local acquisition channel.

The SEO programme runs a steady technical, content and local-visibility cadence across the site's multiple location pages. On the paid side, campaigns now include a dedicated Local Performance Max campaign specifically to drive high-value local actions like directions requests, on top of the core search campaigns.

Performance

The results

Across almost three years, organic traffic and paid search have both more than tripled, with bookings following a similar trend.

98% Year-on-Year organic traffic increase

404% Increase in PPC clicks
120% Increase in bookings
SEO

A full technical audit to build a strong base

Before any page building or content push, we ran a full technical SEO audit and worked through the fix list directly with the client, so growth was built on solid technical ground rather than layered on top of existing problems.

  • Full technical SEO audit covering page speed, internal linking, metadata and JavaScript rendering, with a structured fix list tracked and actioned with the client
  • Page speed audit and fixes, including diagnosing and resolving a mobile bug that was stopping the free-trial page from loading
  • JavaScript rendering review to confirm Google could fully read and index the site's content
  • Internal linking clean-up — fixing broken links flagged by ongoing crawl monitoring and building a consistent internal-linking structure into every new page and blog post
  • A site-wide metadata overhaul: new title tag, meta description and H1 templates rolled out across every location page
  • 404 audit and redirect clean-up, plus custom schema markup built and rolled out sitewide
SEO

New pages and new content to grow the site

With the technical foundation solid, the focus shifted to building out the site. This included new location pages, new class and production-themed pages targeting keywords the audit and research uncovered, and a steady content programme to keep growing on top of that base.

  • Built out a full location-page structure — borough pillar pages down to individual venue pages (e.g. /locations/beckenham/balgowan-primary-school) — across all of Spotlights' catchment areas
  • Identified new keyword opportunities and built dedicated pages around them, including production and class-themed landing pages (Addams Family, Mary Poppins, holiday workshops)
  • A regular blog programme (e.g. "Stage Etiquette Every Child Should Know", "How Performing Arts Support School Learning"), drafted, reviewed and approved with the client each month
  • Ongoing location-page performance reviews and monthly landing page optimisations to keep pushing every page's rankings, plus monthly Google Business Profile posts for local visibility
  • A monthly SEO report delivered to the client every month of the engagement
PPC

Constant testing, not a set-and-forget account

This account gets checked on pacing, conversions and search query data multiple times a week, with a genuine culture of testing rather than leaving campaigns to run untouched.

  • Ongoing campaign-type testing — DSA, Local Performance Max and dedicated seasonal campaigns (e.g. a 30-day, £1,000 December campaign built around a specific show run)
  • Near-continuous search query report mining and keyword management to keep spend focused on real intent
  • Bid strategy testing to find the most efficient approach for this account, rather than defaulting to one setting and leaving it
  • Landing page testing — e.g. running parallel journeys (a custom landing page vs. the booking platform's own page) side by side to see which actually converts before committing budget to one
  • New ad creative built and launched as campaigns and seasonal promotions evolve
  • Regular strategy reviews with the client, including a dedicated Conversion Optimisation Analysis

We’ve been working with Dandy Marketing since June 2024 on SEO and PPC for our performing arts school. Dan and Andy are great to work with — approachable, knowledgeable, and genuinely invested in helping us grow. They explain things clearly, make practical suggestions, and are proactive in improving our SEO and ad campaigns.

 
Al Willingale

Director, Spotlights Theatre School

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