Hunting for SEO opportunity with Escape Hunt

We were so proud of this work, we decided to enter it into multiple awards. While it wasn't a win, we're still delighted to have made it to the final stages!

UK Search Awards

European Agency Awards

Drum Search Awards

Escape Hunt is an immersive entertainment company that runs themed escape rooms, where teams solve puzzles and clues against the clock to complete a mission. One of their opportunities for growth is to attract more daytime sales. This campaign was designed to support this goal by attracting net new site traffic for new queries relating to children and families who would be the main daytime audience Our monthly search opportunity targeted was 5,330 monthly search volume (MSV) with the aim to capture 20% of the available opportunity initially. This new approach also aimed to increase daytime sales as this is an area of opportunity for Escape Hunt, targeting improvements to their off-peak performance. 

The secondary target was to capture AI search visibility for longer tail non-brand queries in AIOs and LLMs. 

The target audience is UK parents, carers and family groups planning activities, typically price and time constrained, often with daytime availability.

We identified a gap in non-branded discovery for “kids” and “family” experiential searches; built a content framework to meet that demand at a central UK level; and then expanded across Escape Hunts local touchpoints. The structure focused on:

• Keyword mapping to high-intent, family focused generics.
• Extensive competitor analysis to identify high value, strength elements to incorporate into our pages.
• Pages that directly targeted high value queries and addressed family queries, pain points and needs to supply the best experience once on page.
• Internal linking from hubs to local experiences to distribute authority and capture local demand.
• To capture AI search visibility, pages were designed to not only target high value queries, but provide longer form, semantically logical content incorporating considerations for a family day out.

As the section was new, clicks and core metrics were all zero prior to our implementation. We have observed that following the pages going live in May’25, clicks have continually risen over time, indicating that there was a market for this content as expected. Escape Hunt now sits comfortably on page one for priority queries such as ‘Escape room for Kids’, and the pages are now a new and consistent source of revenue for the brand.

Clicks to all kids & families pages post-launch, up to October 2025.

Not only this, but we are now observing Escape Hunt to be cited in AIOs and AI Search models for relevant kids & families queries, sitting comfortably at 60% visibility for tracked queries.

This campaign unlocked high‑value non‑branded demand for Escape Hunt a practical, scalable framework. It turned a single audience insight into a UK‑wide acquisition engine for families, proved commercial relevance through generic traffic and Top 10 growth, and created a model that Escape Hunt can across locations and seasons.