The Post Office has appointed Tamar, the search conversion agency, to handle its search engine optimisation (SEO) strategy in natural search.
The Post Office aims to boost natural search traffic to its website and ensure key products and services are more prominently featured in relevant search results.
Tamar will devise a strategy to drive customers to the Post Office’s financial, travel and insurance products and services by improving its natural search profile for terms such as “car insurance”, “credit cards” and “foreign currency”.
The SEO campaign will also increase awareness of phone services, as well as mail and government services and products.
Tamar has appointed a dedicated search manager to handle the Post Office account. As part of the search push the Post Office homepage will also undergo a redesign and individually optimised pages will be created to enable quick easy access to products or services.
A spokesman for Post Office Financial Services says the internet is a key channel for promoting the Post Office’s increasing range of products and services and adds that natural search is integral to its online strategy.
Tamar director Neil McCarthy says/ “Leading retailers, financial services organisations and travel brands are beginning to understand the importance of a joined-up approach towards search engine marketing.
In online marketing terms, the focus is shifting from sheer quantity of leads to better-quality ones, and turning a greater proportion of those into customers.”
Online advertising accounted for just over £2bn, or 11.4% of overall adspend in the UK last year, according to the Internet Advertising Bureau, up 41.6% on the previous year.