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Strategic SEO Graphs (2025)

This project shows how thoughtful design and strategic SEO can deliver real, measurable growth. Let’s talk about what we can build together. Contact me about your next project.

Website Design & SEO for Victoria Jazz Society | Music Festival Project

Victoria, British Columbia

Website Design • SEO • Software Development – +10% Ticket Revenue from Strategic SEO

Tech Stack
• WordPress (Elementor Pro)
• Adobe XD – Design Mockups
• Google Search Console & Analytics – Website Performance Tracking

Overview

In preparation for its 40th anniversary, the Victoria Jazz Society — a vital force in promoting Victoria musicians and live performance — needed a fresh digital presence and strategy. Their goal was to showcase festival programming better and support local artist visibility while improving overall site functionality.

My Role

Phase 1: 2024 Website Redesign & Mobile Optimization

  • ​Complete website redesign of core pages and festival microsites

  • Ongoing maintenance and performance optimization

  • Database management to keep member and artist info secure, accessible, and organized

Phase 2: Early 2025 SEO campaign—keyword targeting, content rollout

  • Developed a comprehensive SEO strategy tailored to Victoria’s arts and music scene

  • Targeted branded and local search queries with targeted keywords design to maximaize broader reach

  • Designed artist and festival pages with markup for increased inclusion in AI overview results and snippets

Phase 3: Festival season performance analysis & results tracking

  • Analyzed various website analytics sources for 120-day period of festival marketing cycle

  • Compiled summaries for board of directors and executive director of search comparisons for 2024 versus 2025

  • Developed SEO strategy including report insights for the organizations secondary music festival

The Challenge

Despite its long-standing presence in the arts scene, the Society’s website lacked mobile responsiveness, modern design, and SEO performance. They were missing key opportunities to connect with fans of Victoria artists, support community outreach, and rank competitively for local music-related search terms.

The Solution

  • Design Refresh
    A complete visual layout and structure revamp to highlight events, featured artists, and festival programming while ensuring a fast, mobile-friendly user experience.

  • SEO Overhaul
    I implemented an SEO strategy focused on long-term discoverability for search terms for music lovers looking for summer events. This included keyword-optimized content, improved metadata, faster load times, and accessibility improvements.

  • Custom Backend Support
    Ongoing site updates, database management, and technical support to keep things running smoothly all year round — especially during high-traffic festival seasons.

Client Feedback

“Steve handles the website content refreshes that we require multiple times a year for our music festivals as well as regular troubleshooting and maintenance, and does it all quickly, smoothly and accurately. He also manages our databases and keeps them configured exactly according to our needs and ensures all our data is safe, accessible, and usable. Steve’s expert SEO and content strategy helped deliver a 10% increase in ticket sales at JazzFest. He’s responsive, knowledgeable, resourceful, and adaptable — no matter what request we have or element we need to add, whether it’s for our website or our databases, Steve incorporates our notes, edits, and updates perfectly the first time, every time. 

Work with Steve for your website and system development needs – you won’t regret it!"

— Jen Thomas, Administrative/Operations Manager, Victoria Jazz Society

Results

  • Enhanced visibility for local search queries directed to their target market

  • Improved user experience across devices

  • Stronger positioning as a trusted Victoria small non-profit organization supporting the arts

Read the Full Case Study: How SEO increased JazzFest Ticket Sales by $20K

Performance Highlights

 🔹 +49% Impressions on key festival pages

 🔹 +33% Clicks on main JazzFest homepage

 🔹 +15% additional average ticket sales year-over-year accross two music festivals

 🔹 Secured #1 rankings for event-specific queries (“victoria jazz fest 2025”)

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