Not All Traffic Is Good Traffic — But the Right Traffic? That Books You Solid.
We’ve seen it more times than I can count: a DJ or venue website pulling in thousands of visitors a month… but barely any inquiries. It feels like a win until you realize all that traffic is coming from people looking for playlists, not professionals.
That was the case with Big Daddy Walker Productions. Their website was busy, but not with the optimal number of engaged couples from Cincinnati or Lexington. It was attracting folks searching for “Best First Dance Songs” and “Top Adele Wedding Tracks.” Great for vanity metrics. Terrible for bookings.
But here’s the good news: when we shifted the focus from “popular” content to purposeful content—local, intent-driven, and built for conversion—the results were immediate and powerful. We didn’t just tweak a few titles. We overhauled the site with one clear goal in mind: to help the right couples find the right DJ, right now.
What followed wasn’t just more traffic. There was better traffic. Traffic that converted. This strategy works beautifully for all the new Google algorithms and AI search.
Here’s how we did it—and what you can learn from Big Daddy Walker’s transformation if you’re a DJ, venue, or any local service pro who wants to book more and guess less.
Client: Big Daddy Walker Productions
Headquarters: Cincinnati, OH
Service Areas: Cincinnati, OH, Lexington, KY, Louisville, KY
Services: Wedding DJs, Photo Booth Rentals, Lighting, Corporate & Private Event DJs
Big Daddy Walker Productions’ home page
The Problem: High Traffic, Low Conversion
When reviewing the website for Big Daddy Walker Productions, we noticed their website was getting thousands of visits per month, but almost none of them turned into business.
Why? The site ranked well for broad, national keywords like:
“First dance songs”
“Cake cutting songs”
“Best Adele songs”
“Songs from Wedding Crashers”
These articles brought in general wedding traffic from all over the country, but not from engaged couples in Cincinnati or Kentucky looking to hire a DJ.
“We had content that brought in traffic, but not leads. The website was getting found on Google, just not by the people who needed us.”
Big Daddy Walker Productions’ Adele songs page
The Strategy: Shift From Broad to Local
Phase 1: Remove Low-Intent, High-Traffic Content
In 2024, we removed blog posts and pages focused on broad search terms that, while popular, didn’t convert. This included:
Playlist posts like “Best First Dance Songs”
Artist-focused pages like “Best Adele Songs”
Pop culture tie-ins like “Wedding Crashers songs”
We knew this would temporarily decrease traffic, but it would clear the way for meaningful search visibility.
Phase 2: Build for Local DJ SEO
We rebuilt the content and site structure to focus on location-specific intent, targeting real searchers ready to hire a DJ in:
Surrounding areas via “DJ near me” geo-targeting
Key actions included:
Adding location pages with DJ service breakdowns
Updating all H1s, meta titles, and meta descriptions
Optimizing internal linking around local services
Adding a complete address and phone number site-wide
Embedding business hours to increase trust and relevance
Inserting FAQ sections to improve engagement and SERP features
Big Daddy Walker Productions’ wedding page for Cincinnati
Phase 3: Optimize Google Business Profile
We refreshed the GBP with:
- Clear service categories and descriptions
- Prompt responses to all new reviews
- Business hours and service areas
- Keyword-optimized service listings
Big Daddy Walker Productions’ Knowledge Panel with information pulled from their Google Business Profile.
The Results: Traffic Quality Over Quantity
Date Range Tested: May 2024 – May 2025
The results speak for themselves.
Before: High organic traffic from national keyword searches, but no local relevance and few leads.
After: Fewer visitors overall, but significantly higher-quality traffic from local searches like:
- Cincinnati wedding DJ
- DJ near me
- DJs in Cincinnati
- Wedding DJ Cincinnati
The site began ranking for high-intent, local keywords, bringing in real couples and event planners searching for services in Big Daddy Walker’s service area.
The result? More qualified leads. More bookings. More growth.
And we have the before-and-after SEO screenshots to prove it.
The website went from no phrases ranking in the top 5 in search results to 13, including in Google Maps.
This chart shows the decrease in clicks from Google search when changes were made in October 2024 to remove high-traffic broad pages.
Key Takeaways for DJs and Local Wedding Pros
Don’t chase vanity traffic. Your best visitors are the ones closest to you, both geographically and in the sales funnel.
Local SEO wins bookings. Optimizing for “DJ near me” and specific cities beats general traffic every time.
Your website is your sales tool. Every page should show where you are, what you offer, and how to contact you.
“We didn’t just improve traffic, we transformed the kind of people visiting the site. Now, we’re showing up in search results where it counts.”
— SEO Strategist on the project
Interested in Optimizing Your Website for Local Search?
This transformation is proof that a shift toward intent-driven, local SEO can turn a website into a lead-generating machine, especially for wedding and event pros.
Let’s talk about how we can make it happen for your business.
