Google My Business Audit: International Airport

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Local SEO & Knowledge Graph


Growth in Users

GMB Locations Verified


E-commerce Conversion Rate

Magnus is a true professional, working hard to further optimise Glasgow Airport’s SEO strategy.


He is agile, a quick worker with a great eye for detail.

Fraser Ralston – Senior E-commerce & Digital Manager
AGS Airports

The Client:

Glasgow Airport is Scotland’s principal long-haul airport, serving over 120 destinations worldwide, including Canada, the US, the Caribbean, Europe and the Gulf.

Organic Search makes up 80% of the site’s traffic and promoting ancillary services, such as parking, priority security & lounge access, is key to their digital strategy.

Their Objectives:

In 2019 Glasgow Airport was looking for an SEO consultant to support their internal digital marketing team with an SEO audit and strategic onpage optimisation to help promote their premium services to customers.

Following a successful tender, AGS Airports Limited commissioned Bespoke Digital to a complete a search marketing campaign with the objectives of boosting their website within Google’s Organic Search results.

We quickly identified the potential for local search, to deliver new users and revenue for the business, and set about verifying new locations and optimising their existing listings for SERPs performance.

Our Approach:

Our local SEO strategy included:

  • Listing & verifying new Google My Business locations
  • Ensuring NAP consistency and geolocation accuracy
  • Optimising each business description for engagement
  • Updating products, services and operating hours
  • Adding location photos and videos to attract users
  • Managing & responding to passenger reviews
  • Creating posts to promote events, offers & services
  • Implementing UTM tracking codes to aid reporting

The Results

Over the 6 months following our Google My Business optimisation audit we saw:

  1. A 216% growth in users from Google My Business

  1. A 178% increase in revenue from Google My Business sessions

  1. Strong growth in E-commerce conversion rates

Are you interested in the potential of local search?

Or, do you already have locations listed in Google My Business which are not performing as well as you would like? Whatever your local SEO needs, we can help. Contact us today to discuss your requirements

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