Search Uncut
Search Uncut allows you to optimise SEO and PPC all in one place. Adopt a more holistic and efficient
approach to discovering search opportunities with this unique Tug tool.
CASE STUDY
Finding new growth opportunities in SEO with Search Experience Optimisation
Objective
Merlin Entertainments is a global leader in location-based family entertainment. Tug was appointed to reverse a year-on-year decline in organic SEO traffic and revenue across Merlin’s portfolio of attractions. The objective was to reverse this downward trend and stimulate new growth opportunities in SEO.
Challenge
With a vast portfolio of attractions across multiple regions, Merlin struggled to determine where to focus. With no structured framework, opportunities for growth were not being prioritised. Changes in search results such as local packs, Google My Business, AI overviews, and Tickets & Tours (paid) reduced the prominence of their traditional organic results. PPC activity was increased to fill the gap, resulting in cannibalisation and further drops in organic CTR.
Solution
Merlin’s challenges required a strategic and innovative approach. Tug developed a prioritisation framework to assess growth opportunities for each attraction, applying CR and AOV to identify where SEO efforts would deliver the strongest returns. Seasonal market highs were overlaid to focus on the most significant revenue periods. Existing potential was maximised through quick wins, optimising existing content, filling content gaps, and addressing missing messaging that impacted brand CTR. New organic opportunities were pursued by optimising across SERP features e.g., PAA boxes, Featured Snippets, “Top Museums”, AI overviews, local map searches, YouTube, and social channels. Tug’s tool, Search Uncut, identified cross-channel inefficiencies in paid search, leading to refined targeting that reduced spend and increased revenue.Results
8%
YoY organic revenue increase within 6 months
59%
Increase in SERP Feature Visibility
Won
Global SEO Agency of Record
Tug Labs
