Identifying the issue
The solution was to review the way important on-page elements were being served through Pre-Render. This tool is a dynamic rendering solution which means Google is able to ‘see’ all of the content on the site and therefore to deliver it to users via the SERPs.
However, in this scenario, the rendered pages being served to Google was supplying wrong data which was impacting indexability and targeting of the website.
We were able to prioritise and monitor our work using Google Search Console, where we kept track of the number of pages now being indexed by Google.
A strategy for growth
While existing pages on the site did a good job of targeting event types, a gap in their keyword strategy lay in the targeting of event locations. We therefore laid out a strategy to create location targeted pages – amongst other tactics – which would enable our client to grow well into the future.