M&S.com focuses on SEO for digital growth strategy

Marks & Spencer is focusing on SEO to drive its digital growth and online marketing strategy across its UK clothing and home business.

The retail group has appointed performance marketing agency Journey Further to manage its UK clothing and home organic growth strategy across the UK as part of its digitally-focused MS2 division.

The MS2 division was formed last year as part of M&S’ focus on the future of intuitive and personalised shopping both online and in-store, as it reflects the shift to online shopping driven by the pandemic.

Journey Further will be using its performance-led approach to drive digital PR coverage across M&S’ menswear, womenswear, lingerie and kids clothing lines. This will focus on creating and measuring relevant content using the agency’s own proprietary tool to improve relevancy and search rankings.

The agency will also be providing broader creative support on ad hoc digital campaigns.

Read more: Can’t find the pizza? M&S has an app for that 

“Journey Further stood out throughout the pitch process with their unique relevancy-led approach to digital PR and SEO and their innovative, data-driven proposition,” said M&S’ senior search manager Nick Andrews.

“We loved their creative thinking and can’t wait to see how they bring their ideas to life.”

The 1,900-plus MS2 team is focused on creating and continually improving a personalised, customer experience platform that spans M&S.com, mobile apps, and an AI-driven Sparks programme, as well as tech such as video-powered retail and live shopping.

M&S’s chief technology officer Mike Yorwerth said at the time of launch: “The rate of change at M&S is accelerating and under MS2, we’re dedicated to transforming into the digital-first, market-leading retailer we know we can be – truly pushing technology from our web stacks to machine learning, as far as possible.”

Marks & Spencer maintains its relationship with Artefact for international SEO.

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