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star lanes polaris
Despite being a well-known local venue, Star Lanes Polaris struggled to dominate search results for the wide range of experiences they offer—especially competitive keywords related to parties, arcade games, and corporate events.
They needed stronger organic visibility to attract new customers, fill event bookings, and increase traffic to their website.
The Challenge
Despite being a well-known local venue, Star Lanes struggled to dominate search results for the wide range of experiences they offer—especially competitive keywords related to parties, arcade games, and corporate events.
They needed stronger organic visibility to attract new customers, fill event bookings, and increase traffic to their website.
The Goal
- Increase Organic Traffic
- Improve Keyword Rankings
- Boost Event Inquiries and Bookings
- Enhance Local SEO Visibility
- Strengthen Domain Authority
- Improve On-Site Engagement
- Track & Optimize User Behavior
- Establish Content Authority
- Drive Repeat Visits
The Strategy
We launched a comprehensive Local SEO campaign focused on:
- Targeting high-intent keywords for birthday parties, bowling reservations, and corporate events
- Building over 540 GEO-targeted backlinks
Optimizing on-site elements (title tags, schema, internal linking, alt tags) - Creating and revising content to boost authority and relevance
- Monitoring local rankings, conversion behavior, and engagement via heatmaps and scrollmaps
Key Results
Primary targeted keywords now ranking on Page 1.
Additional keywords also gained Page 1 placement because of our efforts.
GEO backlinks created (with consistent monthly additions)
Dramatic improvement in rankings:
- “Holiday Parties Columbus OH” moved from #29 to #2
- “Birthday Party Venue Columbus OH” moved from #21 to #5
- “Corporate Events Columbus OH” jumped from #51 to #1
Local map visibility drove:
- 22,200+ Google Search views in just the last 30 days
- 8,890 views via Google Maps
- 716 calls and 1,827 direction requests in one month
What the Client Gained
Higher visibility across all core service categories (arcade, bowling, parties)
More traffic = more party reservations, walk-ins, and calls
Better keyword authority in a competitive metro area
Reliable month-to-month growth with measurable ROI
Case Study Summary
We helped Star Lanes Polaris dramatically improve their local search presence, driving over 14,000 monthly users, 22 page-one keyword rankings, and more than 540 GEO-targeted backlinks. The results led to increased calls, bookings, and walk-in traffic for their family entertainment center.
During our partnership with Star Lanes Polaris, annual revenue has grown 71% increase. While many factors contributed to this growth, including outstanding ownership and operations, our team has been proud to support that growth through a comprehensive digital marketing strategy focused on increasing visibility, attracting new guests, and improving online conversions.
Star Lanes Polaris was recognized as the AAMA Family Entertainment Center of the Year for 2026. While this award reflects the incredible work of their ownership and staff, we're honored to have supported their continued growth through an ongoing digital marketing partnership.
Client Testimonial
Upward has taken our business to the next level with the full array of services they provide. Website Design, Digital Marketing, SEO, Reputation Management, Eblasts, Text Marketing, Social Media, Graphic Design etc. The list goes on and on.
--Jeff M., Star Lanes Polaris
Ready for results like these?
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