Case study: Tower Bridge & The Monument
Tower Bridge and The Monument wanted to get more from their new websites in search. We provided an audit with actionable recommendations.
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, 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.
After launching new websites for both in April 2020, the City of London wanted to know how effective the new designs were at search engine optimisation and attracting new search traffic. We were brought in to analyse their performance and produce actionable reports.
The project started with data collection and analysis, including a technical review against SEO best practice. This was followed by a content review that examined how the sites appeared in search results, and the written material on the websites themselves.
We then delivered several reports to help assess SEO performance:
The technical SEO audit highlighted easily manageable issues with meta descriptions, headlines, title tags and more. Many of these have already been fixed, providing fast and affordable improvements.
The pre-visit and content reviews identified ways to capture external traffic in Google Analytics, and to tailor the websites to a wider range of seasonal visitors. We noted typical visitor questions the sites could answer, and key content opportunities that Tower Bridge and The Monument are perfectly placed to be authorities on.
Together, the changes are designed to increase the websites’ search presence and in turn attract larger audiences, especially internationally.
More work like this: Museums, galleries and heritageAll our work
Tell us where you stand. We’ll tell you, plainly, where the quickest wins are.