ICC Wales

ICC Wales hosts conferences, exhibitions and live events in South Wales. Its seasonal programme created an opportunity to reach people searching for Christmas activities, festive shows and New Year’s Eve events.

Our work combined technical SEO with a connected content strategy, helping the venue become easier to find in conventional search and the AI-powered answers monitored in the report.

To help more potential visitors discover ICC Wales’s seasonal events, strengthen visibility for commercially relevant searches and build a content ecosystem that could support both Google rankings and AI discoverability.

The initial review identified technical problems and an implementation gap: recommendations were in place, but the in-house team lacked the resources to put them into action.

We connected technical fixes with content built around how people plan seasonal experiences.

• Resolved canonicalisation issues that were causing duplicate Christmas and New Year’s Eve pages to compete.
• Addressed high-priority technical SEO faults.
• Developed targeted content around high-value seasonal search demand.
• Paired commercial event pages with supporting informational articles.
• Monitored Google Search Console performance alongside AI discoverability.

The engagement began in February 2025 with performance reviews and strategic recommendations. When resource constraints prevented implementation, we moved into proactive delivery during October–December.

The seasonal content ecosystem combined six event pages with 11 supporting blog posts. Event pages addressed commercial intent, while articles answered broader planning questions about Christmas activities, shows and New Year’s Eve in South Wales.

We assessed the results against both the earlier monthly baseline and the previous festive quarter, keeping seasonal demand in view.

December 2025 delivered 39,803 organic clicks, approximately 255% above the February–September monthly average of 11,200 clicks. This is a comparison with an earlier monthly baseline, rather than a year-on-year increase.

Across Q4, average position improved from around 23 to 12 compared with the earlier baseline, moving from page-three visibility towards page one and two.

Year-on-year search growth

Q4 impressions increased by approximately 53%, from 699,818 in 2024 to 1,069,921 in 2025. Organic clicks grew by around 4%, from 74,680 to 77,837. The different event programmes and seasonal demand form part of that comparison.

Commercial event pages generated 32,984 clicks, with supporting blog content adding 6,662 clicks. Together, seasonal content contributed approximately 51% of Q4 clicks.

The ice-skating content ecosystem grew by 114% year on year, Christmas events by 92% and New Year’s Eve by 30%.

ICC Wales achieved visibility in approximately a third of the monitored AI results, tying for the highest visibility among the brands compared in the report. It recorded 10 mentions and an average rank of 1.7 in that monitored set.

The topic comparison placed ICC Wales first for the monitored South Wales Christmas-season query and the New Year’s Eve party query.

These results demonstrate discoverability within the tracked questions. They do not represent all AI searches or a measured increase in AI-sourced bookings.

Technical foundations and useful content worked together. Fixing competing pages helped clarify the site’s search signals, while a connected event-and-article strategy captured both planning questions and commercial demand.

The programme also highlighted a timing opportunity: festive searches begin rising before October. Preparing content earlier creates a clearer route to capturing the full seasonal window.

For ICC Wales, the outcome was stronger organic visibility, more seasonal clicks and a measurable presence in the AI search results monitored.