Icebergs Dining Room and Bar
Beyond the brand name
Highlights:
clicks from Google search, June to August
site health score, from 51 in June
for every search that names the restaurant, held through Google’s May update
clicks from Google search, June to August
site health score, from 51 in June
for every search that names the restaurant, held through Google’s May update
Icebergs sits above Bondi Beach and is known the world over, so people searching for it by name already found it. The opportunity was everyone else: the diners looking for a bar in Bondi, an Italian restaurant in Sydney or a wedding by the ocean, who never typed the name. The site was beautiful but quiet, with rooms that had almost nothing written about them, pages nothing linked to, and a Business Profile that sent bookings away from the venue’s own site.
Icebergs sits above Bondi Beach and is known the world over, so people searching for it by name already found it. The opportunity was everyone else: the diners looking for a bar in Bondi, an Italian restaurant in Sydney or a wedding by the ocean, who never typed the name. The site was beautiful but quiet, with rooms that had almost nothing written about them, pages nothing linked to, and a Business Profile that sent bookings away from the venue’s own site.
SOLUTION
We wrote the rooms into the site. The Dining Room, the Bar, the Pacific Dining Room and Weddings each gained spare, sensory content in Icebergs’ own voice, structured so search engines understand what each room is for, and reviewed line by line with the team so nothing reads like marketing.
Behind the scenes the site was cleaned up: legacy event pages consolidated, orphaned pages connected or retired, images lightened and the technical debt cleared, taking the site’s health score from 51 to 94.
The Google Business Profile was rebuilt around the venue, with bookings and menus pointing to Icebergs rather than a third party and a monthly calendar of posts, and the third-party listings were brought into line. A refreshed header and new landing pages followed in September.
