The document discusses the challenge of anticipating search behavior prior to the launch of the unique ABBA Voyage experience. It highlights the success in identifying popular searches and adapting to emerging demand, resulting in the event ranking first for 86% of relevant keywords. Additionally, it notes a 30% share of voice in terms of traffic received compared to total search volume.

1. What was the challenge?
Anticipating search behaviour even before the highly-confidential yet unique
ABBA Voyage experience even launched.
What made the difference?
Identifying popular searches for similar events and experiences.
Understanding the concert details. Adapting to emerging search demand.
What did it do to the performance?
Ranking at No. 1 for 86% of popular keywords related to Abba Voyage.
related keywords. A 30% share of voice (traffic received vs total search vol.).
Event Site SEO
Integration: Copywriters, Tech/Dev, Data
Client: Agency (TMW Unlimited)