Case studyLondon Transport Museum

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Soho Strategy was commissioned to rapidly audit the on-site search-optimisation of the London Transport Museum and Transport for London webstores. Results were required quickly so that if changes were to be made they could be approved at a board meeting that same week, in advance of the busy holiday season. Soho delivered the final report in 36 hours.

The Strategy

Dividing on-site ranking signals into into minor, important, serious and critical factors, Soho utilised in-house testing tools to benchmark the LTM and TfL webstores against vertical standards and identify key technical shortcomings.

Key Findings

Of the 55+ on-site ranking signals we looked at, we discovered 21 unique signals that were incorrectly or not at all optimised for search. Across these signals, we identified 2,984 individual instances of “bad practice” in code and system-administration over the 36-hour audit period. In followup we produced an 11-step series of recommendations whose implementation would patch the most critical and serious failures identified.