Case Study: Visit London increases organic clicks by 22% with Blue Array

Visit London increases organic clicks by 22% with Blue Array

Visit London, the official visitors' guide to London, partnered with SEO agency Blue Array to recover and grow its organic search performance following a post-pandemic slowdown. The challenge involved rebounding from traffic that had not recovered to pre-pandemic levels due to legacy CMS issues and a large, complex content catalogue that limited visibility across competitive tourism search terms.

Blue Array's solution focused on improving site structure, content accessibility, and internal linking. This approach streamlined the architecture, built content hubs aligned to user intent, and optimized on-page content. The results were a 22% year-on-year increase in clicks from Google Search and a total number of users that exceeded 2024 forecasts by 13%, effectively re-establishing the site as a leading authority.

Visit London