Maze Rooms is a chain of escape (quest) rooms with several locations across Los Angeles. At the start of our collaboration (November 2023), mazerooms.com was bringing in around 955 organic visits and 29 SEO leads per month. The ask was direct: more relevant traffic from search and more bookings.
We approached this not as a set of separate fixes, but as a single working model: the site is the core, and around it work the technical foundation, semantics, content, the link profile and local visibility. In the first year the site reached the TOP for the city's main commercial queries; over the engagement organic traffic grew roughly ×4, and the number of SEO leads roughly ×3.9.
Below — what we saw in the data, which hypotheses we tested, and which of them became a verified pattern for us.
The main focus wasn't on point fixes, but on making the technical foundation, semantics, content, schema markup and link profile work as one system. Each block reinforced the others: a clean technical base gave the foundation for indexing, semantics set the structure, content covered demand, microdata improved snippets, links added authority.
The working model we started from: in a local business, organic visibility is born not from a single channel, but from the connection — when the site structure, content, technical SEO and the local profile support one another. So we built not a task list, but a system.
We ran a full technical audit (100+ check points). A few observations that set the priorities:
We logged this as an observation, not a verdict on the site — and built the plan around what could be tested the fastest.
The main result came not from a single optimization, but from all the blocks starting to pull in one direction. Which of our hypotheses were confirmed as a pattern on this project:
An open question we hold honestly: some of the broadest queries (for example, generic "escape room near me") depend heavily on local results and behavioral factors, so there we keep testing rather than treating the result as final.
At the start we ran a deep technical audit — so every next step would rest on concrete data.
Next, we assembled a large semantic core around services, locations and topical queries. The hypothesis was simple: the wider and more precise the demand coverage, the more relevant traffic the site can capture.
In parallel, we looked at the user journey. Working hypothesis: some traffic doesn’t reach booking, and the cause is in the conversion elements rather than the number of visits.
We updated the Title, Description and H1 of key pages — for priority queries and for clickability in the SERPs.
We implemented structured data so search engines understand the site more precisely and show rich snippets.
Based on the semantics and search intent, we published up to 10 pieces per month that closed topical clusters.
We grew the link profile in a targeted way — for high-volume commercial queries; and worked separately on the local profile.
«Thank you to Iryna and the team for your work, recommendations, reports you prepared, and the changes implemented thanks to you. The results of the adjustments appeared quite quickly — we moved up to the first page in search results for massage in most cities, for which I’m very grateful! It’s a pleasure to work with you!»
«It’s a pleasure to work with Iryna! Competent and responsible work, genuine interest in the project and the client’s needs, organization, and consistency — these are her defining qualities.»
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