Grosvenor, a leading property manager of prestigious real estate in London’s high-end neighbourhoods of Belgravia and Mayfair, approached us in early 2024 with a vision to boost tenant engagement via digital channels. The goal was to leverage local SEO to increase traffic to their tenants’ businesses and create a stronger digital presence for the luxury areas they oversee.

Grosvenor set ambitious objectives for the first eight months of the year, aiming for a significant year-over-year increase in tenant clicks for each neighbourhood. These goals were directly linked to driving additional revenue for their tenants, making this a crucial initiative for their business.

To meet Grosvenor’s goals, we crafted a comprehensive SEO and content strategy focused on local engagement. Our approach was built around two primary goals: boosting local visibility and driving tenant engagement. Here’s how we tackled each:

• Boosting Local Visibility: We began by conducting in-depth keyword and user research to understand what residents and affluent tourists were searching for in Belgravia and Mayfair. Using this insight, we focused on high-intent terms such as “Mayfair restaurants” and “restaurants in Belgravia,” which aligned with tenant offerings in those areas. We optimized on-page content extensively, enhancing metadata, headers, and internal links to make it easier for search engines to crawl and rank relevant content. This improved visibility for keywords with strong purchase or visitation intent.
• Driving Tenant Engagement: For each neighbourhood’s page, we expanded content to match the search intent of Grosvenor’s target audiences, such as residents and visitors interested in luxury shopping, dining, and events. We optimized landing pages with keywords like “best rooftop bars in Mayfair” and “high-end shopping in Belgravia” to attract and guide traffic directly to tenant sites. Additionally, we created engaging content, including seasonal event guides and local business features (e.g., articles like “Christmas Events in Mayfair”), which attracted high seasonal traffic and generated additional interest in tenant offerings.

One of the major hurdles was a site migration that coincided with our campaign. Site migrations can lead to temporary but significant SEO disruptions, often resulting in drops in rankings and traffic due to shifts in URL structure and on-page elements. We knew this could potentially derail progress if not handled with precision.

To mitigate the risks, we implemented a detailed pre-migration SEO strategy. We audited all metadata, internal links, and redirects to ensure everything was in place for a smooth transition. Following the migration, we closely monitored key SEO metrics, such as rankings and traffic, to identify and address any issues promptly. By coordinating with Grosvenor’s internal team, we achieved a seamless migration that maintained our upward momentum and even improved search visibility post-migration.

Our targeted SEO strategy for Belgravia and Mayfair exceeded all expectations, with results that underscore the effectiveness of a tailored approach:

• Belgravia: Tenant clicks rose by 224%, surpassing the original target of 200%. This impressive increase translated into substantial additional tenant revenue, validating the strength of our local SEO tactics.
• Mayfair: We achieved a remarkable 524% increase in tenant clicks, well beyond the initial goal. This surge in engagement generated a significant boost in tenant revenue and underscored the importance of a data-driven, hyper-local strategy.

Additionally, Grosvenor’s site saw substantial improvements in keyword rankings. High-value search terms for both neighbourhoods jumped to top positions within months, dramatically enhancing Grosvenor’s online visibility. For instance, terms like “Mayfair Chinese restaurants” and “Italian restaurants Belgravia” moved from low rankings to the top of search results, driving more targeted traffic.

For our work on Grosvenor, this campaign received a nomination for “Best Local Campaign (SEO)” at the 2024 UK Search Awards.