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The Winners Enclosure – Cheltenham Festival 2024 Case Study


  1. The Brief
  2. Our Strategy
  3. The Hurdles
  4. Results
  5. From the Horse’s Mouth

The Brief

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.

Our Strategy

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Finally, we updated all of the outdated content on the microsite and created the new pages required before the start of the Cheltenham Festival.

The Hurdles

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.


The campaign proved to be a success and from it we achieved some excellent results, including: 

    • Achieved 102% of bookmaker clickouts target
    • A 11.65% increase in organic search bookmaker clickout conversion rate vs Cheltenham 2023
    • 1,972% increase in Organic Sessions on race preview content
    • News stories featured in Google’s ‘Top Stories’ results:

From the Horse’s Mouth

“Another Concept was instrumental in the success of our 2024 Cheltenham Festival news content performance. Their targeted approach led to a huge 1,972% increase in organic search sessions for our racing preview content YoY, and more importantly, the increased qualified traffic led to conversion rate, helping us to achieve 102% of our target for the festival. This wasn’t just luck – it’s the direct result of their data-driven research, insights and execution of strategy.

We’ve worked with agencies before, but Another Concept truly understands the meaning of partnership. They seamlessly integrated into our team, demonstrating exceptional flexibility in a fast-paced industry.  Their adaptable approach fueled our Q2 success, and we’re certain they’ll continue to be an invaluable asset.

It’s rare to find an agency that can deliver both measurable results and the flexibility to scale with our evolving business. Another Concept’s adaptability and performance-driven strategies have positioned us for continued growth.”

George Webb, Head of SEO at Checkd Group