Debenhams launches optimisation campaign

Retail major Debenhams has decided to launch a search marketing campaign, selecting the Search Works to handle the project.

The digital performance agency has previously managed the organisation's lead generation strategy but will now expand its efforts to cover all aspects of search marketing.

It will seek to further Debenhams' online brand building efforts as well as increase its ranking in search results for more generic terms.

David Worby, head of direct for Debenhams, said the Search Works had been selected as it showed an understanding of both the importance of search for driving sales and for enhancing brand awareness.

Gavin Ailes, deputy managing director of the Search Works, added that the campaign would closely follow the retailer's calendar to coincide with offline activity and "really ramp up traffic at these key sales times".

Last year, the Search Works was selected by VisitBritain to boost its organic search engine optimisation needs.

The tourism agency remarked that organic search is a "critical source" of traffic for its website.