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New business enquiries: 0191 260 0716

General enquiries: 0191 406 1200

New business enquiries:

0191 260 0716

General enquiries:

0191 406 1200

NewcastleGateshead Initiative – SEO



  • 239% Year on Year uplift in organic traffic in September 2017 compared to September 2016 (30,514 visits vs. 9,007).
  • GNR traffic accounted for 19% of clicks and 22% of impressions for the whole site during the month of September.
  • 328% Year on Year uplift in clicks (29,812 vs 6,952) and a 232% Year on Year uplift in impressions (961,089 vs. 289,394) during the month of September.
  • 17 keyphrases ranking in first place compared to 0 in September 2016. 43 keyphrases ranking within the top three, compared to just seven in 2016.
Image shows the NewcastleGateshead Quayside, NewcastleGateshead Initiative are a SEO client of Silverbean

The key problem:

NewcastleGateshead Initiative had a clear, simple objective – to increase organic visibility for people who want to visit the Newcastle and Gateshead area. This included becoming a trustworthy source of information for events within the North East region and directing users off-site to the websites of key partners.

Who is the client?

NewcastleGateshead Initiative (NGI) is an organisation created to promote travel, tourism and investment in the Newcastle and Gateshead area. NGI is an authority on information and events in the North East, attracting both local and international visitors to the region and working with a number of public and private stakeholders to raise the profile of the city.

Core objectives of the campaign

  • To achieve improved organic visibility and authority for a North East event through optimised, well-structured content. This content had to be evergreen and also target users during peak periods of interest for specific events.

The Silverbean approach to the objective:


  • Creating fresh, well-optimised, well-structured content surrounding the topic of the Great North Run (GNR).
  • Creating content which targeted key user queries surrounding the topic of the GNR.


  • Creation of new, well-optimised pages of content for a ‘content hub’ about the Great North Run.
  • Re-purposing, optimising and re-directing existing pages.
  • Implementing Schema mark-up on event information.



Year on Year uplift in organic traffic when comparing September 2017 to the previous year, through increased visibility and authority on the subject of the Great North Run.

This helps prove the true value of well-structured, optimised useful content in relation to long-term search strategies.

What the client says

If I was to describe Silverbean in one word it would be innovative. They are constantly looking for new ways to improve our performance with SEO. The recent successes with topical hubs is looking very exciting. Watch this space. We look at the team as an extension of our team and they are a genuine pleasure to work with.

Marc Burns

Digital Marketing Manager

To find out how to drive your business forward with our results-driven campaigns, created to meet your business objectives, speak to Nicola or Martyn for a friendly chat today.

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