Tamar, the search conversion agency, has been appointed by the Post Office to increase natural search traffic to its website. Tamar will optimise the Post Office’s website and implement a search campaign to ensure that its key products and services are more prominently featured in relevant search results.

The search conversion campaign will drive customers to the Post Office’s financial, travel and insurance services by improving its natural search profile for terms such as ‘car insurance’, ‘credit cards’ and ‘foreign currency’. The campaign will also increase awareness of the Post Office’s phone services and its mail and government services and products.

‘The internet is a key channel for the Post Office for promoting our increasing range of products and services,’ said Richard Pennant-Jones, Senior Business Manager, Post Office Financial Services. ‘Natural search is an integral part of doing this and Tamar was the obvious choice given its track record in the financial services and retail sectors, and its expertise in natural search and converting site visitors into customers.’

A dedicated Tamar search manager has been assigned to the Post Office project to proactively manage the search conversion campaign. This will consist of a homepage redesign and individually optimised pages to allow customers to allow customers to access the product or service they want to purchase as quickly and easily as possible.

Neil McCarthy, Director, Tamar commented, ‘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 leads into paying customers. The Post Office is taking a very proactive approach to its search strategy and we are looking forward to helping it achieve its e-marketing objectives.’


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Published on: 12:00AM on 4th June 2007