Background
Randy Charach’s website was already built on WordPress using the GeneratePress theme, but it needed optimization. The site’s core purpose was to support his live entertainment and shows business, so it needed to do more than just look good; it needed to convert visitors into bookings and inquiries.
The project started as 1-on-1 video consultations, guiding Randy on how to improve the website’s layout and overall structure himself. Since he wasn’t a technical expert, working through changes this way was slow going. Given the time it was taking, the engagement naturally evolved: rather than continuing to consult from the sidelines, the project shifted to a full takeover as SEO strategist and optimization expert, handling the work directly instead of walking him through it.
Phase 1: Conversion and UX Optimization
Before any SEO work began, the site itself needed to be optimized for conversions. This phase included:
- Cleaning up the overall layout to remove clutter and improve clarity
- Adding a sticky video element, a natural fit given that Randy’s niche is live entertainment and shows, keeping a video front and center as visitors browsed
- Trimming unnecessary content that wasn’t serving the visitor or the site’s goals
- Improving overall user experience, making it easier for visitors to find what mattered and take action
Phase 2: Full SEO Strategy
Around October 2025, dedicated SEO work began on randycharach.com. This included:
- 30+ new location pages, each built with 70%+ unique content to avoid duplicate-content issues and support genuine local relevance
- On-page SEO across the site
- Speed optimization
- Technical SEO
- Dynamic footers, tailored to support the location page strategy
- Schema markup applied specifically to the location pages, to strengthen how they were understood and displayed by search engines
Results
Within 4 to 6 months of the SEO work beginning, the results were clear and measurable in Google Search Console:
- Daily impressions grew from around 400 to 8,000+
- Organic clicks increased by 300%
- Multiple location pages achieved strong rankings
- The site began ranking for high-converting keywords, including top positions for competitive, high-intent terms like “mentalism”
The Google Search Console data for randycharach.com clearly shows this growth curve following the start of the SEO work.
Key Takeaways
- Website optimized for conversion, not just traffic
- Organic clicks increased by 300%
Free Tip: Keep your location page content at least 70% unique to avoid losing rankings or getting penalized by Google. It’s also worth creating 1 to 3 blog posts related specifically to the content of each location page, reinforcing relevance and giving Google more contextual signals to work with.