Designing search marketing that delivered for the V&A Museum

The V&A Screenshot


Founded in 1852 after Queen Victoria and Prince Albert, the Victoria and Albert Museum (the V&A) in London is one of the UK’s most-loved attractions and the world’s largest museum of applied arts, decorative arts and design, housing a permanent collection of over 2.27 million objects.

The Brief

With several leading exhibitions at the museum throughout the year, the V&A needed a digital marketing partner that could help spread the word and get them seen in all the right places. This meant a comprehensive digital strategy that included SEO and Paid search marketing.

The V&A Image

The Challenge

As a household name and a publicly funded organisation, the V&A needed a comprehensive digital strategy, delivered by trusted and effective SEO and PPC experts, that would deliver a strong ROI and a cost effective route to engaging the right audiences. With so many permanent exhibitions and temporary exhibits to promote, we also needed to ensure that our resources were prioritised in the right channels to ensure a strategy that delivered against their marketing objectives.

How We Helped

We started with a holistic digital marketing strategy which included SEO and PPC before moving on to campaign implementation. Our SEO team launched into action with a comprehensive technical SEO audit and content strategy work, including a thorough competitor analysis, content gap analysis, and site-wide content audit. This foundational work allowed us to make recommendations and implement work across the site to improve its technical and on page health. Through extensive keyword research and a SERPs rankings review we were also able to identify the ‘quick wins’ and keyword ranking improvements would help their site move the needle towards better and more relevant search traffic.

The V&A Screenshot
The V&A Screenshot

What Happened Next

We’ve also worked extensively on PPC for the V&A, with a number of Paid ad campaigns designed to promote their shop and exhibitions. Working closely with our SEO specialists and the inhouse V&A marketing team, our PPC specialists implemented a targeted strategy that honed in on the most relevant keywords, with refreshed ads and extensive optimisations across their account.



SEO and PPC results have been strong, with transactions from Organic search traffic having increased by 85% since we started working with the V&A. Revenue from Organic search also increased by 170.45% over same period.  We saw impressive results on Paid Search too, with a 61% quarter-on-quarter rise in conversions reported at the last PPC strategy review.

"Thank you for all the support you gave me when I joined and during my time here at the V&A, I’m certain with Koozai’s continuous support the V&A online shop will continue to go from strength to strength."

Ecommerce Lead The V&A
  • 85% Rise in transactions from Organic search
  • 170% Rise in revenue from Organic search
  • 61% Increase in PPC conversions quarter-on-quarter

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