This week the clocks went back which no doubt surprised more than a few people on Monday morning when they turned up for work an hour early.

The surprising thing is that even a seemingly innocuous event like the clocks going back can be a real opportunity for companies to benefit from online traffic. View London used some very shrewd search engine optimisation (SEO) in the layout of their site content in order to maximise traffic from people typing into search engines terms relating to the clocks going back.

If we look at the top search terms for the last week which included the words ‘clocks’ and ‘back’ in them, ‘clocks go back’ was the top search term. Of all the websites to receive downstream traffic from that particular search term, View London was the number one recipient, beating even BBC News.

What’s even more impressive is that while 100% of the visits to View London came from organic clicks, none of the traffic delivered to the site came from paid links or a pay-per-click (PPC) campaign. This was achieved purely by the clever use of keywords in onsite content.
Focusing on View London, seven of the top 10 search terms driving traffic to the website were to do with the clocks going back, accounting for 9.72% of all traffic being delivered to the site for that week.

As a result of the clocks go back campaign, View London saw a 31.1% increase in visits to its website in a single week.

This is a great example of how combining a forthcoming event with keywords that optimise your website can result in increased traffic to your site.
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