Ranking No.1 on Google & Sold Out Events – Without Paid Ads

When Kommune, a major food hall in Sheffield, wanted to drive more foot traffic and event bookings with little to no ad budget, I knew that SEO and SEM were the way forward. The goal? To make sure that when people searched for “things to do in Sheffield this weekend”, Kommune was the first thing they saw.

The Strategy: SEO, SEM & Smart Content

Instead of relying on paid ads, I focused on building a highly structured, keyword-rich events page that aligned with what people were already searching for. By optimising copy for “events this weekend in Sheffield”, Kommune’s events page topped googles organic search result on Google.

To supercharge visibility, I regularly collaborated with Sheffield City Council’s website (Sheffield Online) for consistent backlinking, ensuring Kommune was featured in event roundups and press listings and newsletters. This not only boosted domain authority but also funneled high-intent visitors directly to the events page.

The Results:

• No.1 search ranking for “Events this weekend in Sheffield”

• Sold out events – including kids’ parties and cinema screenings

• Tapped into Sheffield’s huge visitor economy (students, families, and coffee lovers looking for weekend plans)

• Zero ad spend – purely organic traffic & strategic press partnerships

By crafting engaging, search-friendly content that spoke to food lovers, speciality coffee drinkers, students, and families, Kommune became the go-to spot for weekend plans. This is the power of SEO, SEM, and content marketing done right.

Check out the events page here

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