The Winners Enclosure – Cheltenham Festival '24

The Winners Enclosure wanted to improve the organic performance of its Cheltenham Festival microsite in the lead-up to the Cheltenham Festival in March 2024.

Additionally, the company also wanted to improve its news content performance, with the aim of boosting both traffic and conversions.

Throughout this campaign, we encountered a number of challenges that we needed to overcome in order to achieve the positive results required. These included:

• An incredibly competitive news space
• A limited budget to complete all technical and content-related actions
• A very narrow timeframe to ensure all actions were completed before the Festival began
• Shortly after the conclusion of the Cheltenham Festival, the Grand National was due to take place. This meant that we had to quickly learn which changes and updates would provide the greatest results. This allowed us to replicate successes across meetings.

In order to meet our objectives, we embarked on a technical and content audit of The Winners Enclosure’s current microsite in order to understand the client’s current position and offering.

Following this, we embarked on a thorough keyword research project, with the aim of improving optimisation and filling any content gaps.

Once this part of the process was complete, we mapped keywords to pages and created content briefs for any new URLs. We also suggested the creation of a number of new URLs that would fill content gaps. Within these briefs, we also provided the metadata required, as well as any internal linking requirements and page structuring suggestions.

Finally, we updated all of the outdated content on the microsite and created the new pages required before the start of the Cheltenham Festival.