| Client | Beaulieu |
|---|---|
| Services | SEO, Technical SEO, Schema, Looker Studio reporting, Paid search |
| Working together since | March 2021 |
The challenge
Beaulieu is one of the New Forest's best-known days out: the National Motor Museum, Palace House and Gardens and Beaulieu Abbey on one estate, with a busy calendar of events through the year. Visits rise and fall with the weather, the school holidays and what's on, so people search for Beaulieu in hundreds of different ways, from a rainy-day idea to a specific car show.
That makes two things matter. Beaulieu needs to show up well for all of those searches, not just its own name, and the marketing team needs to see which channels actually bring visitors through the gate.
How the partnership has grown
We started working with Beaulieu in 2021 on paid search, running Google Search, Display and YouTube campaigns that switched between indoor and outdoor attractions with the weather. In 2021 those campaigns helped deliver record visitor footfall across the attractions.
Over time the work has moved towards the longer-term foundations: organic search, and the data to show what is working. Today we look after Beaulieu's SEO and reporting.
SEO
- Technical fixes, so search engines can crawl and understand a large site with many attractions, events and seasonal pages.
- Schema markup that describes the attractions, events and opening details in a way Google and AI search tools can read directly.
- Content recommendations, so pages answer the questions visitors actually search for.
One view of every channel
We built Beaulieu a custom Looker Studio report that brings the key numbers from every marketing channel together with ticket sales. Instead of piecing figures together from different platforms, the team can see in one place how search, paid media and other channels relate to visits, and plan around it.
Results
Comparing the last three months with the same period in 2025, in Google Search Console:
- Beaulieu's average position improved by 20 places, from 32.6 to 12.3, moving many pages from deep in the results to within reach of the first page.
- Click-through rate rose 45%, from 5.6% to 8.1%, because higher positions earn more clicks.
- Clicks from Google search rose 5%, even though impressions fell.
Found before visitors have chosen a day out
The biggest gains are on the searches people make before they have decided where to go, where Beaulieu competes with every other attraction in the region. Same three months, 2025 against 2026:
- “things to do in Hampshire”: from position 47 to 5.
- “motorcycle museum”: from 34 to 4.
- “car shows this weekend”: from 30 to 11.
- “classic car museum”: from 23 to 9.
- “things to do in the New Forest”: from 13 to 8.
- “car museum”: from 11 to 6.
Across the Beaulieu Estate
The same approach now supports Buckler's Hard and Beaulieu River, with technical fixes, schema markup and content recommendations for each.
They have provided excellent service and expertise to support with our paid search and display activity.
Richard Morgan, Marketing Manager, Beaulieu