Parlay: aligning digital discovery with dining and private-event demand

Reaching guests and event organisers

Parlay Sporting Club + Kitchen needed to reach people choosing where to dine, watch sports or host a private gathering in Columbus’s Short North. The campaign addressed both individual guests and businesses researching group and private-event options.

Match search priorities to different customer needs

An individual choosing somewhere to watch a game and a business researching a private event need different information. The campaign addressed both through searches relating to dining, sports, and group bookings.

Reporting included profile views alongside website clicks, direction requests, and menu views. This distinguished discovery from actions showing customer interest; these measures did not establish completed bookings or revenue.

Focused delivery across search and local presence

InterPro IT Consultants delivered the website SEO campaign, managed the Google Business Profile and tracked performance across three areas:

• Dining and nightlife searches: restaurants, sports bars, menus, happy hours and local entertainment.
• Group and event searches: private dining, room bookings, catering and venue-related terms.
• Performance reporting: keyword positions, searches showing the profile, profile views, menu views, direction requests and website clicks.

Visibility for dining and private-event searches

The first recorded check, within a month of the campaign starting, showed first-page Maps visibility for "Sports Bar Columbus OH". "Private Room Bookings Columbus OH" moved from page two at that check to page one about two months into the campaign, followed by first-page Maps visibility in subsequent reports.

These results show how the campaign reached searches with different intentions, from finding somewhere to watch a game to researching a space for a group booking.

The campaign also helped Parlay gain visibility in AI-generated results, extending its discovery beyond conventional search listings.

More visibility and customer interest

We reviewed a three-month period starting about one month into the campaign. Compared with the same period a year earlier, before the engagement, searches showing Parlay’s Google Business Profile increased by 86.4%, while profile views increased by 80.9%.

Website clicks, direction requests and menu views also increased. The ranges below show monthly increases compared with the same month a year earlier:

• Website clicks: up 7.8%–18.1%.
• Direction requests: up 26.7%–51.5%.
• Menu views: up 39.1%–56.9%.

Client-reported business results

The client reported significant increases in reservations and calls to the venue, more corporate private events, and fully booked sporting events. These business outcomes complemented the recorded gains in Google discovery and customer actions.

Explore the context

• Hospitality industry perspective
• SEO and AI visibility in transformation