Sixes Cricket
Sixes Cricket needed organic visibility for a new entertainment concept launching across multiple UK cities, competing against established entertainment venues with years of domain authority.
Results
The Challenge
What We Were Up Against
Sixes Cricket launched into a highly competitive entertainment market where every city had established venues with years of accumulated SEO strength. As a new concept — interactive cricket dining, something Google's algorithm had no prior reference points for — they faced the dual challenge of building category authority from scratch while simultaneously targeting high-competition local terms in each city. Standard venue SEO playbooks didn't apply.
Strategy
How We Approached It
Category Definition
Before targeting keywords, we worked to help Google understand the category itself. We created content that positioned interactive cricket dining as a distinct experience type, giving Google the semantic context to understand what Sixes Cricket was and how to classify it.
Multi-Location Architecture
We built a scalable location page architecture that gave each venue its own authoritative page optimised for city-specific entertainment terms, while maintaining a coherent site structure that built central domain authority.
Google Business Profile Rollout
Each location received a fully optimised GBP with precise category selection, comprehensive services and attributes, and a systematic photo and post strategy from opening week.
Event and Experience Content
We developed a content strategy around the experience occasions Sixes serves — corporate events, group bookings, birthday experiences — targeting the high-intent queries that convert to bookings rather than just brand-awareness terms.
Outcome
The Results
Within six months of launch, Sixes Cricket venues were ranking on page 1 for their primary venue terms in every city. The multi-location Local SEO strategy delivered Local Pack presence across all eight UK venues, and organic traffic became a meaningful driver of booking enquiries, reducing the brand's reliance on paid social and influencer campaigns for event fills.
“Extra Edge Club understood immediately that we weren't just another restaurant or bar. They built a strategy that treated us as the new category we actually are, and the results reflect that thinking.”
Engagement period: 2022 — Ongoing
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