Case Study
Grand Stand Events
Grand Stand Events helps brands transform exhibition and event spaces into high-impact marketing assets. Specialising in custom exhibition stands, experiential activations and end-to-end project delivery, they combine over 20 years of industry experience with strategic design and execution to create memorable brand experiences that increase engagement, generate leads and support long-term growth.
Challenge
Grand Stand Events had built a strong reputation over more than 20 years, delivering custom exhibition stands and experiential activations for some of Australia’s leading brands. The business had an impressive portfolio, excellent client reviews, strong social content, and a professionally designed website.
Despite these strengths, organic search was generating little commercial value. Previous SEO investment had delivered limited results, leaving Director Christian sceptical about SEO’s ability to drive meaningful growth before working with Media Heroes.
“SEO was expensive, and whilst we got some leads, none were substantial, and to be honest, I think what they [the previous agency] did caused more harm to our website than good.” Christian McNally
While Grand Stand Events operated across Sydney, Melbourne, and Brisbane, the business had very little visibility in high-intent searches for custom exhibition stands and exhibition builders. As a result, most new opportunities came through referrals and recommendations rather than prospective clients actively searching for their services online.
Solution
Media Heroes developed a multi-location SEO strategy to increase visibility across Australia’s major exhibition markets and strengthen Grand Stand Events’ national search presence.
The campaign began by restructuring and optimising key service pages to improve relevance for high-intent commercial searches. Dedicated location pages were then created for Sydney, Melbourne and Brisbane, supported by an expanded content strategy targeting both transactional and informational search opportunities.
As the campaign progressed, new expo-focused content hubs and page templates were developed to showcase Grand Stand Events’ extensive industry experience across major Australian exhibitions. Ongoing technical SEO improvements, including website speed optimisation and Core Web Vitals enhancements, further strengthened performance.
To support lead generation beyond SEO, Media Heroes also developed custom landing pages, event-specific exhibitor tools, improved conversion tracking, and supported CRM integrations to improve enquiry capture and reporting.
Key project deliverables included:
- Local SEO
- Multi-location SEO
- Content marketing
- Technical SEO
- Conversion rate optimisation (CRO)
- Design of page templates for SEO
- High conversion Google Ads landing pages
Results
Over the first two years of the campaign, Grand Stand Events transformed organic search from a minor acquisition channel into the company’s number one source of attributed revenue. Improved visibility across commercial and location-based searches increased brand exposure, attracted more qualified visitors, and reduced reliance on referrals and recommendations as the primary source of new business.
The campaign generated substantial growth in organic traffic, search visibility, and lead generation while delivering a measurable commercial return. Organic search became the business’s leading revenue-generating marketing channel, demonstrating the value of combining strategic SEO, technical optimisation, content development, and conversion-focused improvements within a single growth strategy.
“Media Heroes were the perfect partners for us. They have been instrumental in the success of our SEO campaign.”
Christian McNally | Director at Grand Stand Events
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