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Fun City achieved a 288% rise in non-branded clicks using Infidigit’s local SEO strategy

The Client

An indoor amusement park chain offering a vibrant, engaging environment for children of all ages. With interactive games, thrilling rides, and creative play areas, the brand delivers fun-filled experiences for families across 18+ cities and 34+ locations in India.

The amusement centers are strategically located in major malls and urban hubs, making them a popular destination for weekend outings, school holidays, and family gatherings.

The Objective

The primary objective was to increase traffic to the brand’s Google Business Profiles across all operational locations. In addition to this, the campaign aimed to:

Enhance local search visibility to attract nearby customers
Increase website visits through organic discovery
Improve keyword rankings for high-intent local and branded queries
Expand keyword coverage to capture more relevant search traffic

The Challenge

With over 34 locations spread across 18 cities, the indoor amusement park chain faced several challenges that hindered its local SEO performance and online discoverability. The most critical issues identified were:

Missing dedicated store location pages on the website, limiting the brand’s ability to rank for city- or area-specific searches
Unoptimized Google Business Profiles, which reduced visibility in local search results and map listings
Lack of detailed service information on the website and business profiles, leading to missed opportunities to engage and convert potential visitors

These limitations made it difficult for local customers to discover nearby centers or understand the full scope of services offered.

The Solution

After identifying the core challenges, Infidigit developed a comprehensive local SEO strategy to boost visibility and drive organic traffic across all locations. The solution was built around four key components:

1. Location-Specific Page Creation

City-level and store-specific pages were developed for each location where services were offered. These pages were optimized using local SEO best practices, including keyword targeting, structured data, and relevant content. This helped improve visibility for city-based and “near me” searches, contributing to higher rankings in both organic and local listings.

2. Google Business Profile Optimization

A full audit of all Google Business Profiles (GBP) was conducted to identify and fix inconsistencies. Infidigit optimized critical profile elements such as:

Name, Address, Phone (NAP) consistency
Business titles and descriptions
Q&A sections and store categories
Operating hours and store-specific attributes
Uploading high-quality images

This ensured each listing was fully complete, accurate, and aligned with local SEO guidelines.

3. Linking Location Pages with Google Business Profiles

Once the location pages and GBP listings were optimized, Infidigit implemented a linking strategy to connect the two. This improved both user experience and crawlability, helping search engines better associate each business profile with the relevant web page, leading to stronger rankings in both organic results and the local map pack.

4. Local Citation Building

To enhance local search authority, Infidigit built 100+ high-quality citations across directories, including general high-authority platforms and niche listings within the amusement and retail space. These citations helped establish credibility, reinforce NAP consistency, and boost local search visibility.

The Result

After nine months of executing the strategy (from October 2023 to May 2024), the campaign delivered substantial improvements across key performance indicators:

105.13% increase in website sessions across all locations
203.2% increase in overall clicks
288.81% increase in non-branded clicks, indicating improved visibility for generic, high-intent keywords

These results highlight the effectiveness of a structured, location-focused SEO strategy in driving real-world outcomes for a multi-location business.