SEO Placemaking Content Strategy
We’re proud to work with a global development company that has developed, constructed and invested in communities around the world. Our most recent projects involved the creation and implementation of an SEO-driven placemaking content strategy for two mixed use developments in London – Elephant Park and International Quarter London.
The challenge
Having worked with the client on various projects over the last few years, we had a strong appreciation of what makes both campuses unique. The goal was to raise awareness of Elephant Park and IQL for both local visitors and those from the wider London area, and to encourage retailers and businesses to put down roots in these iconic developments.
The solution
Our placemaking content strategy included using brand and non-brand keywords, placemaking blog content, and conversion optimisation. All content was optimised to encourage repeat visits and position Elephant Park and IQL on the radar of those looking for places to eat, drink, shop and relax in London.
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Set up digital goals and tracking to allow us to quantify user intent to visit on each website.
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Carried out keyword research and traffic analysis to identify search terms that would bring the right audience to the right pages on each website.
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Optimised existing content on each site to improve user experience and drive conversions.
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Researched and wrote optimised blog articles to bring new visitors to both sites and promote the wide offer available at each development.
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Improved user journey through the site via internal linking to maximise engagement and goal conversions.
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Worked closely with the onsite marketing teams to incorporate activations and events into content, and review monthly reports.
The results
Elephant Park
1
people clicked a link to book/get directions in 2022, showing intent to visit
1
of web sessions generated by organic traffic
1
increase in goal completions via organic search
1
increase in new users via organic search
IQL
1
people clicked a link to book/get directions in the last 3 months, showing intent to visit
1
increase in new users via organic search
1
