Building a new audience through strategic content The Challenge How do you optimise content effectively to deal with Google’s own card results? This is a challenge faced by many of our clients yet hits those hardest who are already operating in highly competitive verticals. The Met Office – the UK’s national weather service – faces competition from sites like the BBC and Accuweather for key forecast affiliated queries and all of these brands are aiming to be the search result that appears in Google’s Weather Box:With such stiff competition in the head tail, the Met Office needed a strategic solution to attract new users. Having worked with them on a number of projects aimed at broadening their audience base – including a social insights project that drew thousands more followers to the bra

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