V&A Mused
Case Studies
How we helped The V&A smash their goals to launch a new offering.
SEOMG! helped V&A Mused grow organic visibility by 690% in six months by diversifying content beyond music and targeting Generation Alpha with timely, search-optimised campaigns.
This project won ‘Best Use of Search – Third Sector/Not For Profit Campaign’ at the UK Search Awards, 2024.
Services Provided:
Headline Results
690%
increase in organic clicks for target queries (75% above target)
42%
Music category contribution (10pp above target)
The Client
V&A Mused is a free, interactive website from the Victoria and Albert Museum offering content about art, design, fashion, music, film, TV, and gaming for young people.
Industry: Art & Design
Target Audience: Generation Alpha (ages 10-14)
The Challenge
V&A Mused’s organic traffic was heavily skewed toward Music content (66% of clicks), limiting reach and visibility in other categories. They needed to diversify traffic sources and grow overall visibility to better serve their young audience across multiple interests.
What We Did
We built a data-led content strategy targeting high-opportunity topics beyond Music:
Keyword Research & Competitor Analysis
Identified content gaps in Films & TV, Fashion, and Gaming with strong search demand among Generation Alpha.
Content Roadmap
Developed a detailed content calendar with keyword-rich titles, metadata recommendations, and article examples tied to cultural moments and trending topics.
Ongoing Optimisation
Regularly reviewed live content to refine visibility and click-through rates, capitalising on timely events like the Met Gala and Inside Out 2 release.
The Results
33%
average monthly traffic growth
690%
average monthly traffic growth
+38
queries ranked in top 10
+16
queries ranked in top 5
Standout Wins
Inside Out 2 Quiz drove 16% of overall organic traffic in June, ranking for 39 separate queries.
Met Gala 2024 content boosted Fashion category traffic by targeting high-demand celebrity trends with age-appropriate angles.
Traffic spikes were consistent, measurable, and directly tied to strategic content timing.
Why It Worked
We focused on what mattered: understanding the audience, spotting opportunities early, and delivering content that aligned with search demand and cultural relevance. The V&A team executed brilliantly, and the results speak for themselves.
