Clearly aware of the importance of their websites’ organic positioning for their online selling capacity, the Just For Laughs team mandated MultipleMedia to identify the available opportunities and improvements that could be brought to this chapter. Online searches being at the core of the buying process, an SEO assessment allowed us to better understand the competitive Quebec and Canadian environment surrounding the most used expressions in the entertainment market and the tactics used by the competition. A clear editorial guide allowed the content management team to apply multiple measures to their daily tasks. Immediate positive results in the website referencing were noticed and new content strategy opportunities for reach were found, directly affecting the competitiveness of the group as a whole. Pages like the “Grease” show appeared as the first result on Google during the Festival, a noticeable result of our SEO actions!