The Royal Parks approached us when they set out to design and build a new website to promote their beautiful locations in London, wanting a partner that would help build its foundations and set them on the right track.

The core objectives of the initial project were to run a full audit and analysis of the existing website and digital marketing activity, gaining insights that would help them better understand their existing market and the user journey they were experiencing on the site. They then wanted to use the results of that analysis, to inform the development of the new website brief, and help deliver a platform that could proactively contribute towards their business goals.

At Verkeer, our main focus was on supporting the Royal Parks in achieving their aspirations through digital marketing. We set out to provide strategic direction and consultancy, paid search campaign management and content support, all of which was designed to improve their online visibility and drive quality traffic to the site.

We began with a full technical audit of their existing website and marketing activities, to identify any key issues. This included a full audit and restructure of their Google Ads accounts.

The next step was optimisation recommendations for their blog and landing pages, in order to support the Royal Parks’ summer campaign. This also included campaign set up and paid search optimisation, providing a multi-channel approach to their Nature campaign.

After that we focused on ongoing content recommendations across the key park landing pages in order to improve keyword rankings and overall visibility in the SERP (Search Engine Results Page). Meanwhile, the focus for paid search involved building out park-specific campaigns as well as introducing generic campaigns and improving the quality of the running brand ads.