WE LAUNCHED A NEW WEBSITE FOR IKEA WITH A DESIGN ENTIRELY BASED ON SEARCH ENGINE OPTIMISATION.We launched a content-focused, beautifully designed website for consumers, to help them find the inspiration and information they needed, wherever they were on their kitchen-buying journey. It’s packed with design masterclasses, inspirational articles from kitchen icons, how-to guides on making the most of your space and information for DIY-ers.

The site was built from scratch, with every decision on its content, structure and technology informed by search engine optimisation (SEO). Our TV would drive awareness of Ikea as a player in the kitchens market. The website – once optimised and ranking on keywords that match how consumers search for kitchen content – would convert this into perception of Ikea as a credible player in kitchens.

The site forms the cornerstone of a three-year strategy: to dominate natural search and present Ikea as an authority on kitchens.

IKEA'S KITCHEN SALES ARE UP 11%Overall, Ikea’s kitchen sales are up by 11% in 2010, with 700k+ unique visitors finding great kitchen content on the site. And they love it, spending 50% more time on the site than the category average, checking out at least three pages per visit. And the site now ranks on page one of search results for over 50 kitchen keywords, making it visible to millions of potential consumers each month. The site’s page rank has gone from zero to five in 12 months – an impressive result by any standard.