Argyll is a flexible workspace and office provider, offering a portfolio of premium office and workspace locations across London. Operating in one of the most competitive commercial property markets in the UK, organic visibility and enquiry quality play a critical role in driving demand.

OBJECTIVES

Argyll partnered with POLARIS to strengthen organic visibility and commercial engagement through a solution-led SEO strategy, supporting demand across property-led and office space search journeys.

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Proportion of total sessions driven by organic search
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Increase in organic conversion events from priority pages
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Increase in organic sessions

The primary challenge was improving visibility and enquiry quality for high-intent office space searches in a crowded, aggregator-led market.

The Challenge

The central London office space market is highly competitive, with aggregators, brokers, and operators targeting overlapping, high-intent location based keywords. Argyll needed to:

  • Improve organic visibility for high-intent office space searches
  • Drive measurable enquiries from organic search
  • Reduce reliance on cross network and paid traffic
  • Ensure organic performance aligned to commercial outcomes, not just session volume.

The challenge was to demonstrate meaningful SEO impact within an initial 90-day period while navigating seasonal demand patterns. POLARIS was engaged to deliver a focused SEO approach capable of driving measurable commercial impact within a short timeframe, while operating within a highly competitive, location-driven search landscape.

Members of POLARIS working on financial seo strategy

The Approach

POLARIS delivered a commercially focused organic strategy designed to improve both visibility and conversion performance across priority pages, underpinned by a clearly defined B2B SEO Strategy aligned to Work Argyll’s demand profile.

The approach focused on:

  • Prioritising property and office space pages aligned to transactional intent
  • Strengthening visibility for location based office space searches
  • Improving performance on pages already attracting demand, rather than chasing low-quality volume
  • Monitoring performance at a page and segment level to assess both engagement and conversion contribution

All activity was benchmarked and measured against clearly defined engagement and conversion signals.

 

Early Results (First 90 Days)

Within the first 90 days, organic performance showed strong early indicators of improvement, particularly when assessed on a YoY basis.

  • Organic sessions increased by 52% YoY, despite an expected seasonal decline during December
  • Organic search became the largest single traffic channel, contributing 33% of total sessions
  • Organic conversion events increased by over 100% YoY, indicating improved traffic quality

Property Pages Performance

  • Organic sessions to office space pages increased 36% YoY
  • Conversions from office space pages increased 100% YoY
  • Monthly conversion performance improved by 29%, despite lower overall December traffic

The data indicated a higher proportion of traffic arriving via high-intent office space searches.

Content Contribution

Supporting content also played a meaningful role in organic performance. Location and guidance-led content consistently featured among the top organic conversion drivers, supporting mid-funnel discovery and enquiry generation.

Looking Ahead

The first 90 days established a strong foundation for sustained organic growth, with early indicators pointing to improved traffic quality and conversion alignment across priority pages.

POLARIS continues to support Argyll with ongoing optimisation focused on property templates, office space pages, and content-led demand generation, aligned to commercial objectives and seasonal demand patterns.

  • 36%Increase in organic sessions to office space pages
  • 29%Month-on-month improvement in conversion performance on priority office pages
  • 102%Year-on-year increase in total organic conversion events across the site
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“This campaign focused on traffic quality over volume. For Argyll, prioritising high-intent office space searches delivered measurable improvements in enquiry performance within the first 90 days.”
Amo SokhiManaging Director
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