Piano Play
Technical SEO & Performance Optimization
Strengthening SEO fundamentals and improving site performance for an online music education platform.
About the Client
Piano Play is an online piano education platform offering lessons for children and adults in Australia. Piano Play has a strong focus on structured programs and long-term learning.
The business operates in a competitive space where:
Search visibility is key for lead generation.
Landing pages play an important role in paid campaigns and conversions.
The Challenge
Piano Play had a well-designed site, strong content, and a clear offering but was underutilizing organic search as a growth channel.
The core issue was not poor performance, but limited visibility beyond branded searches.
At the time:
Organic traffic represented a small share of total traffic, despite showing strong engagement and strong intent.
Visibility was largely driven by branded queries, with only early signals for high-value non-brand searches (e.g., “online piano lessons for adults”).
Key commercial pages were receiving impressions but had low CTR, indicating misalignment between search intent and page presentation.
What I Did
Technical SEO Audit
Conducted a full audit focused on:
Indexation and crawlability.
On-page SEO fundamentals (metadata, headings, structure).
Search performance and query-level insights via Google Search Console.
Developed a content and blog strategy designed to:
Increase visibility for non-brand queries.
Build topical authority across key segments (adult learners and children).
Reduce long-term reliance on paid acquisition.
On-Page SEO
Focused on strengthening the site’s core SEO foundations:
Ensured key pages were properly indexed and accessible to search engines.
Added missing meta descriptions and improved title tag consistency.
Fixed heading structure issues (e.g., missing H1s and hierarchy inconsistencies).
Improved alignment between page content and search intent—particularly on high-value service pages such as:
These changes improved how search engines interpret and surface the site’s content.
JavaScript SEO Audit
Conducted a JavaScript rendering audit using Sitebulb, Screaming Frog, Lighthouse, and Google Search Console.
This analysis focused on whether JavaScript execution was impacting crawlability, indexing, or metadata delivery.
Key findings:
All critical SEO elements (titles, meta descriptions, headings, internal links) are present in the raw HTML.
No discrepancies were found between live content and Google’s rendered output.
Slow Largest Contentful Paint (LCP) on mobile.
Elevated Total Blocking Time (TBT) driven by third-party scripts.
Landing Page Optimization
(Conversion-Focused)
Optimized key landing pages used in ad campaigns.
Key improvements included:
Optimized and compressed all images to reduce load times.
Implemented click-to-load YouTube embeds to minimize unnecessary JavaScript execution.
Removed redundant scripts and deferred non-critical third-party resources.
Simplified font loading and eliminated heavy design elements impacting performance.
Streamlined page structure to improve usability and responsiveness.
Results:
Landing page performance improved significantly after optimization:
Mobile Performance Score: 31 → 62
Speed Index: 10.4s → ~4.7s
Results
Over the following 3 months:
Search impressions and clicks increased, indicating improved visibility and discoverability.
The site began appearing more consistently for relevant non-brand queries.
Key commercial pages showed improved indexing and search presence.
These gains were achieved without major content expansion, demonstrating the impact of improving SEO fundamentals and technical clarity.
Key Takeaway
SEO growth doesn’t always require large-scale changes.
In this case, improving indexation, metadata, and page structure was enough to unlock additional visibility and create a foundation for scalable growth.
Combined with a clear content strategy, these improvements position the site for long-term organic acquisition.
Want Similar Results?
If your site has strong content but limited visibility, the issue may be in the fundamentals.
I can help identify and fix the technical and structural gaps holding your site back.