Discover.

Through extensive keyword research and customer insight, we identified that the term 'London shopping' represented the best opportunity in creating awareness for Westfield London and driving traffic Westfield London shopping centre.

Conceive.

After identifying and applying powerful SEO-tactical changes to the site structure, we devised an SEO PR link-building strategy to drive Google positions for the term 'London shopping'. The key being to creating customer-engaging content that would also resonate strongly with online influencers encourage them to link back to it. We also wanted to cultivate authority from fashion bloggers by meeting them personally and getting them involved directly with the shopping centre.

Deliver.

Our mixture of SEO PR tactics was designed to always engage influential fashion bloggers, which we selected based on their authority in the fashion industry and the strength of their blog domains. Here are some highlights of the campaign:

Chic Car Boot Event: A/W fashion show
We worked closely with Westfield London and their production and PR YellowDoor, to secure top attendance at the 'Chic Car Boot Fair', Westfield London's A/W 2010 show. We invited the crème de la crème of fashion bloggers down to the event where they blogged 'real time' about the celebrity launch, the limited collections and the fashion shows straight from their 'dedicated blogging area'. 

The seeding of hotspotting videos
Hotspotting videos contain an interactive, clickable layer which allows viewers to interact with what they are seeing. To maximise post event coverage, we applied this new technology to a series of fashion show videos and placed it on the Westfield London website. Apart from naturally attracting links, we also actively seeded the content to influential sites and blogs.

Seeding Westfield London events
leaving no stone unturned we continually work with the event and PR teams to ensure the search campaign is integrated with all marketing plans. Because of this we're able to maximise all other activity such as fashion events and launches. In November we generated 21 pieces of online coverage with powerful lifestyle and fashion sites about their Christmas Light switch on event, all linking to Westfield London.

For any coverage achieved, we always made sure to negotiate 'London shopping' anchor text links where possible. Over a period of ten months, we achieved 246 pieces of online coverage, with 432 links to the Westfield London website, of which 58 contained valuable 'London shopping' anchor text.

Prove.

And it worked. Here are some killer stats, resulting from the above link-building tactics:

• Westfield London shot from position 6 to 1 in Google for the term 'London shopping'.*
• This led to a 338% online traffic increase for that term in one particular month
• 'London shopping' related terms also saw a 25% overall increase in Google positions