Macba, CCB, Picasso,Tàpies, Miró, MNAC
ARTICKETBCN - SEO Strategy Report
Art passport. Art ticket.
Museum pass. Barcelona pass
On the Articketbcn website, you can purchase a ‘passport’ for the best museums in Barcelona. This ‘passport’ grants access to the MACBA, CCCB, MNAC, Fundació Miró, Fundació Tàpies, and Museu Picasso with a single ticket for all museums.
For this project, we carried out the SEO Audit and SEO Strategy in 6 languages, collaborating with the creative communication agency TRIGITAL.ORG, which was responsible for directing the strategy and implementing the new ‘responsive web design’ website.
SEO - Web User's Results:
2015
The audit results of the website we conducted for www.articketbcn.org were very conclusive: the project needed to be rebuilt from scratch. The previous website was poorly structured, could not be properly viewed on mobile devices and tablets, and did not appear on the first page of search results on Google.com and Google.es.
The website was not receiving enough organic users from search engines. Most users came from the direct channel and the referral channel (users arriving from other websites). However, visits from the organic channel, coming from Google, Yahoo, Bing..., were very low. The website was not receiving traffic from the keywords it aimed to rank for, such as “Barcelona museum pass”, “Barcelona museum tickets”, “Barcelone pass musée”, etc.
If we look at the Google Analytics data from 2016, after the implementation of the SEO strategy, we can clearly see how the blue graph significantly surpasses the orange graph, with a clear increase in sessions, users, pageviews, and average session duration. This increase in the number of sessions and users leads to a decrease in the quality of pages per session and an increase in the bounce rate.
2015
2016
SEO - Ranking Results:
2016
During 2016, ranking results improved across all Google search engines: Google.com, Google.co.uk, Google.fr, Google.es, Google.it, and Google.cat. The website now appears in search results pages for a wide variety of keywords or queries, and there has also been a significant increase in impressions (red line), clicks (blue line), and average position (yellow line). The CTR (green line) decreases due to the large increase in impressions.
The new content strategy and online marketing recommendations have generated new backlinks (links from other websites such as: www.macba.cat, www.cccb.org, www.museupicasso.bcn.cat, etc.), which has led to an improvement in domain authority and page authority (the value of the domain and its pages), resulting in a better average position.
2015
2016
SEO - Keyword Ranking Results:
Depending on the keywords users search on Google: “Barcelona Museum Pass”, “Barcelona Museus Entrada”, “Barcelona Museos Entrada”, “Museumspass Barcelona”, “Biglietti Musei Barcelona”, “Barcelona Pass Musée”… we will obtain one position or another depending on the language used or the user’s location, among many other factors that influence whether our website appears in Google search results.
Keyword
2014
2015
(The data shown in the “keywords” images does not reflect current keyword ranking data. The links “Google Search >>>” do show current data, displaying Google results for those keyword searches.)
(The ranking result refers to the position where our website appears in Google results when we search for a keyword. When we search for a word, concept, or phrase, 10 results appear on the first page of Google: 1st, 2nd, 3rd, 4th… once you reach the 11th result, the second page begins, and so on.)
Biglietti musei Barcelona. Barcelona pass musée. Barcelona entrada museo
