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Tower Bridge and The Monument are two of the most famous cultural landmarks in London.
Tower Bridge is a Grade I listed, combined bascule and suspension bridge in London, built between 1886 and 1894. The Monument is a permanent reminder of the Great Fire of 1666, commemorating one of the most significant events in London’s history.
Project summary
After launching new websites in April 2020, City of London wanted to review how effective the new designs were in terms of Search Engine Optimisation and attracting new search traffic.
One Further was brought in to analyse performance and produce actionable reports.
What we did
The project started with a data collection and analysis phase, which included a technical review of SEO best practices.
This was followed by a content review that examined search results appearance and written material on the website.
Following the analysis phase, One Further delivered several reports to help assess SEO performance:
Technical SEO audits looked at organic search performances, quality of search keywords, on-page factors, page speeds, and mobile usability
Pre-visit, search appearance and content reviews looked at third-party websites (Google Business Profile, TripAdvisor) as well as content produced by Tower Bridge and The Monument
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The results
The technical SEO audit highlighted easily manageable issues relating to meta descriptions, headlines, title tags, and more. Following the audit, many of these have already been implemented, providing many fast and affordable improvements.
The pre-visit and content reviews identified potential improvements for capturing external traffic in Google Analytics and for tailoring the website to suit a wider range of seasonal visitors. We noted typical visitor questions that could be answered and key content opportunities that Tower Bridge and The Monument are perfectly positioned to be authorities on.
Our recommended changes were designed to increase the website’s search presence and in turn attract larger audiences, especially on an international scale.