Steak, the search-inspired communications agency, has been hired by Visit London, to manage search engine optimisation for London’s official visitor organisation.
As part of Visit London’s wider brief to market the capital to leisure and business visitors, Steak has been tasked with optimising off-site activity to drive traffic to the visitlondon.com website.
Steak will initially carry out research to highlight which keywords are most effective before recommending terms to increase levels of traffic.
Keywords will then be mapped to Visit London’s website ensuring that the most relevant landing pages are served to users clicking through and opening up the potential for further on-page optimisation techniques to be applied.
In addition, the link building campaign will be designed to increase general brand awareness of Visit London within search results.
Danilo Sigillo, digital marketing and user experience manager for Visit London, said: “We’re looking forward to working with Steak to take our natural search activity to the next level. Steak understood our requirements from the outset and put forward a compelling strategy for putting our wider marketing objectives into practice online.”
Neil Stickells, head of search and media at Steak, added: “Given the spotlight of the forthcoming London 2012 Olympics, there’s a once in a lifetime opportunity to raise the profile of our capital city and its official visitor information service.”
As well as Visit London, Steak works for EnjoyEngland, the domestic marketing arm of national tourist office VisitBritain.