How the Met Office increased organic traffic by 655% with long-tail content
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CHALLENGE
The Met Office has exceptional authority around weather and climate, but its online content was not capturing all of the search demand available across informational and scientific topics.
In particular, large volumes of long-tail weather searches were being missed despite the organisation having the expertise needed to answer them.
Brave Bison needed to turn that expertise into a structured content and SEO strategy aligned with the questions people actually ask search engines.
SOLUTION
Brave Bison identified underserved long-tail search queries and mapped them against the Met Office's existing information architecture and expert content.
Pages were rewritten and reorganised around user intent, with improved internal linking helping both audiences and search engines discover related information more easily.
Rather than simply creating more content, the strategy focused on improving how existing expertise answered specific search needs and appeared within search results. The programme increased organic traffic by 655% and delivered significant ranking improvements across long-tail weather-related searches.
results
+655% increase in organic traffic
Substantial uplift in rankings for long tail weather-related queries
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