🧩 About the Client

Morty is a web and mobile app that helps users discover and book immersive real-world experiences like escape rooms, haunted houses, and interactive attractions. While it had traction with escape room enthusiasts, the brand wanted to attract a wider audience searching for fun activities.

⚠️ Challenges

🔵 Heavy dependence on escape-room-related traffic
🔵 Fragmented site architecture with multi-CMS setup
🔵 Low click-through rate despite 1M+ monthly impressions
🔵 Ineffective blog strategy with content hosted on a subdomain
🔵 Poor indexing of programmatic pages due to technical SEO issues

🎯 Goals

🔵 Capture top-of-funnel traffic (people searching for fun things to do)
🔵 Improve impressions and CTR for attraction-related pages
🔵 Fix technical SEO issues at scale for 60K+ URLs
🔵 Establish Morty as an authority across multiple entertainment categories
🔵 Migrate and scale blog content under a proper SEO framework

🧠 Strategy

🔵 Technical SEO Transformation

Created child sitemaps to improve crawlability across 60K+ URLs.

Implemented structured data (product schema) for attraction listings.

Fixed duplicate and missing meta tags across thousands of programmatic pages.

Optimized robots.txt to allow key pages to index better.

🔵 Blog Migration & Content Optimization

Moved blogs from a subdomain to the main site (/blog).

Submitted blog-specific sitemaps for better discoverability.

Rewrote thin blog posts into in-depth, image-rich content focused on escape rooms, haunted houses, and fun activities in cities.

Result: Blog traffic grew from 24 → 1074 clicks/month within 5 months.

🔵 OnPage SEO Fixes

Resolved duplicate and missing meta/title tags programmatically.

Optimized city, game, company, and location pages with scalable SEO titles/descriptions.

🔵 Backlink Building

Built backlinks from DR 40–80+ sites, increasing Domain Rating from 38 → 51.

📈 Results Snapshot

✅ Impact

🔵 Tripled organic traffic in under 6 months across city, game, and attraction pages
🔵 Created scalable SEO architecture for future verticals like immersive theater, arcades, tiki bars, and more
🔵 Increased click-through rates through better indexing, titles, and schema markup
🔵 Elevated Morty's visibility from a niche escape room app to a broader discovery platform for real-world fun