A Global B2B Events & Experiential Agency

This client is a global B2B events agency delivering experiential marketing, trade show activations, and corporate events for major international brands.

The business had a strong UK reputation and an established North American presence, but its website did not reflect that.

The challenge

The client’s website had been developed with a UK audience in mind, which reflected the business’s earlier digital focus. As the agency built an established presence in North America (including offices in LA and Toronto), the site no longer reflected the full scale of its regional footprint. It had no visibility in US search results and did little to show relevance to American buyers.

While the site already featured some US-relevant content, it lacked dedicated US-targeted pages, clear regional targeting signals, and the technical setup needed to help search engines understand which pages should appear in which market. That left the business harder to find for US prospects searching for event and experiential agencies.

The sector also brought added pressure. The US B2B events market is crowded, with established domestic competitors already performing well in organic search. Boosting visibility in that space required more than publishing a few localized pages. The site needed a clear international SEO framework that search engines could correctly interpret.

There was also an important risk to manage. Without the right implementation, UK and US pages could compete with each other in search, weakening performance in both regions.

The client needed to strengthen its North American digital presence without disrupting the UK visibility it had already built.

The solution

We built an international SEO strategy designed to support US search presence while also safeguarding existing UK performance.

Our approach combined technical implementation, localized content, and ongoing monitoring so that both regional versions of the site could perform independently.

Hreflang implementation

We implemented a full hreflang setup to show search engines which version of each page should appear for users in the UK and the US. This was the foundation of the project.

Without accurate hreflang tagging, search engines can struggle to distinguish between regional variants, often leading to the wrong page ranking in the wrong market or two similar pages competing against each other.

We made sure the signals were consistent and error-free.

US subdirectory and localized content

We recommended a subdirectory approach, creating an /en-us/ section alongside the existing UK site. This allowed the new US pages to benefit from the strength of the existing domain rather than starting from scratch on a separate domain or subdomain.

We then worked with the client to localize core pages for an American audience. That included adapting service copy to reflect US terminology, aligning page metadata with US search intent, and bringing relevant US client references and experience further forward.

Technical SEO and crawl integrity

We reviewed the site’s technical setup in detail to remove any signals that could weaken the rollout. This included checks for crawl issues, indexing barriers, and conflicts between canonical tags and regional page targeting.

Each localized page used self-referencing canonicals so both UK and US versions remained eligible for indexing in their intended markets. This protected the site from cross-market confusion and helped maintain clean, distinct search visibility.

Ongoing monitoring and refinement

After launch, we tracked performance and implementation health through Search Console and ranking data across both regions. We monitored indexed pages, checked for hreflang errors, and reviewed any signs of cross-market overlap.

This meant we could respond quickly if signals shifted and keep the international structure working as intended as the site expanded.

The results

The new international SEO setup strengthened the client’s visibility in the US market while keeping UK performance stable.

• 120% increase in US keyword rankings since launch in May 2025
• 108% increase in US organic traffic since launch in May 2025
• Around one-third of US leads were generated through the organic channel on the US website
• No decline in UK organic traffic or keyword positions during the international rollout
• 0 hreflang errors reported after implementation
• UK and US pages indexed correctly in their respective markets

The project delivered more than stronger search visibility. It also gave the client a website that better reflected its existing North American presence, supporting new business conversations and reinforcing its wider growth story in the region.

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