A More Magical Way to Celebrate the Festive Season at Imagicaa
The Client
Imagicaa is India’s leading integrated entertainment destination and a flagship brand of the Malpani Group, offering world-class theme park and water park experiences. The flagship destination at Khopoli features the iconic Theme Park and an action-packed Water Park, delivering high-thrill rides, immersive attractions, and family-friendly entertainment.
Completing the destination experience is Novotel Imagicaa Khopoli, a premium on-site hotel seamlessly connected to the parks. Designed for comfort and convenience, the hotel offers a perfect stay-and-play experience for families, leisure travellers, and weekend getaways making Imagicaa a complete entertainment and hospitality destination.
Expanding its water-led footprint, the company also operates premium Water Parks in Indore and Surat, bringing large-scale leisure experiences to key cities across India.
The Objective
With the rapid evolution of AI-led search and discovery in 2024, Imagicaa’s objective was to strengthen its SEO foundation to improve performance across traditional search engines, while also preparing the website for emerging AI tools and LLM-based discovery. The primary focus remained on fixing SEO and technical gaps that were impacting organic visibility and crawlability in Google Search.
In parallel, the strategy aimed to enhance content clarity and structure so that AI systems could better understand and surface Imagicaa’s pages. A key objective was to proactively optimise seasonal and campaign-driven pages, particularly for upcoming festive periods and offer-led campaigns. By improving content depth, internal linking, and indexing, the goal was to drive stronger organic visibility during peak seasons while future-proofing the site for AI-driven discovery.
1. Loss of Visibility Due to Deindexing
A key seasonal offers page was removed after the campaign ended and redirected, which led to it being deindexed. As a result, rankings for high-volume keywords dropped, causing a decline in organic sessions and revenue.
2. High Competition for Branded Keywords
The theme park category is extremely competitive, with multiple entertainment brands aggressively bidding and optimizing for top branded and non-branded keywords. Maintaining leadership consistently across SERPs required continuous optimization and content reinforcement.
3. Ensuring Visibility Across LLM Platforms
Search behavior is shifting toward AI-powered conversational platforms such as ChatGPT, Gemini, and Perplexity.
However, LLMs do not follow traditional SEO rules-creating a new challenge in establishing sustainable visibility due to:
- Evolving AI algorithms
- Lack of established GEO/AEO frameworks
- Limited existing benchmarks for theme park and water park brand discoverability meant a new-age optimisation approach was required, going beyond traditional SERP rankings.
4. Fragmented Crawl Flow Due to Legacy URLs
Old or duplicate URLs created crawl inefficiencies, dilution of authority, and inconsistent indexing. Redirections to consolidate brand pages were essential, but also risky if not executed with supporting content and trust signals.
5. Scaling Non-Brand Traffic Amid Category Volatility
Non-brand keywords hold high potential for discovery but also face high competition. External market volatility, festive season spikes, and SERP changes influenced ranking stability.
6. Maintaining Growth During Festive Seasons
Festive periods (Navratri, Diwali, Oktoberfest, Black Friday & More) have peak demand, but also peak competition. Maximizing visibility required pre-season readiness, rapid execution, and continuous content/crawl optimization.
The Strategy
To achieve Imagicaa’s YoY organic growth goals and strengthen visibility across both search engines and LLM-driven ecosystems, we deployed a multi-layered, future-ready SEO strategy built on five core pillars:
1. Technical Reinforcement & Crawl Flow Optimization
We focused on restoring indexation health by:
- Fixing deindexing issues through structured on-page enhancements
- Strengthening internal linking to improve authority flow
- Refining sitemap and robots directives to ensure smooth crawlability
- Consolidating duplicate or legacy brand pages to reduce fragmentation
This created a stable technical foundation for scalable organic growth.
2. Authority Consolidation via Strategic Redirections
To eliminate dilution of brand authority:
- Low-performing and outdated URLs were redirected to high-traffic offer pages, while separate SEO-optimised pages were created for each festive campaign such as Navratri and Diwali to capture seasonal search demand.
- Redirections were supported with enriched, relevant content to ensure reindexation
- Page-level signals (schema, metadata, content blocks) were aligned with new URLs
This ensured clean consolidation of equity and improved relevance for branded searches.
3. Content Depth Expansion for Better Relevance & Ranking
We prioritized content expansion around:
- High-intent brand keywords
- Competitive non-brand keyword clusters
- Festive and seasonal search demand (Diwali, New Year, Navratri, school vacations, etc.)
- Experience-centric themes like rides, water adventures, and events
This allowed us to strengthen topical authority and improve keyword coverage across SERPs.
4. AI Overview & LLM Visibility Optimization (GEO + AEO Frameworks)
To future-proof search visibility, we built an LLM-focused strategy that included:
- Structuring content for better understanding by AI models
- Creating crisp, factual, and context-complete information blocks
- Improving EEAT to enhance credibility signals in AI-generated answers
- Monitoring outputs from ChatGPT, Gemini, and Perplexity to refine optimization
This enabled Imagicaa to gain strong inclusion in AI Overviews and LLM recommendations.
5. Seasonal Demand Acceleration & Competitive Edge Maintenance
With festive periods driving peak traffic:
- Advance content pushes and page refreshes were scheduled
- Dynamic schema and event-based content were optimized
- Ride-based, offer-based, and seasonal narratives were aligned with demand spikes
- Competitor movements were monitored to adjust ranking strategies in real time
This helped Imagicaa capture incremental seasonal demand despite intense category competition.
6. Performance Monitoring & Rapid Iteration
Using a continuous improvement loop:
- GSC, GA4, and LLM platform insights were reviewed weekly
- Pages were updated instantly upon noticing indexation drops or keyword slippages
- Non-brand growth was tracked closely by subtracting brand traffic from overall traffic
The Result
Overall Performance (Sept–Oct 2025 vs Sept–Oct 2024)
18x
Improvement in Organic Impressions
3x
Improvement in Organic Click
61%
Improvement in Average Position (18 → 7)
Brand Performance YoY
99%
Improvement in Brand Click
3%
Improvement in Brand Impression
21%
Improvement in Position Improvement (2.3 → 1.8)
Non-Brand Performance YoY
26x
Improvement in Impressions
8x
Improvement in Click
66%
Improvement in Average Position (31 → 10.3)
The Conclusion
Imagicaa, India’s leading integrated theme park and entertainment destination, set an ambitious mandate for Sep-Oct’25 vs Sep-Oct’24: deliver strong YoY organic growth, regain lost visibility caused by deindexing issues, and establish a dominant presence across emerging AI-powered search and LLM platforms. The challenge was intensified by category-level competition, shifting search behaviors, algorithmic fluctuations, and evolving expectations from digital-first audiences.
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