Lyon & Turnbull Case Study

Supporting Digital Visibility for a Leading Auction House

Client: Lyon & Turnbull
Services: SEO, technical search support and content strategy
Length of Campaign: 1 year

Lyon & Turnbull is a well-established auction house with a broad range of specialist departments and an international audience. The challenge was to support stronger search visibility across a large and varied catalogue of sales, collecting categories, valuations and expert-led content.

The work centred on making key website sections more discoverable in search, while recognising the different intentions behind buyer, seller and research-led searches. SEO activity was designed to support visibility for individual auctions as well as longer-term category and valuation demand.

• Reviewed organic-search opportunities across specialist departments, auction sales and valuation-related content.
• Improved page targeting and content relevance for high-value auction and collecting searches.
• Supported technical and structural SEO work to help search engines discover and understand important site content.
• Helped align search activity with the customer journey, from initial valuation research through to auction participation.
• Prioritised sustainable organic visibility rather than relying solely on short-term promotion for individual sales.

This approach helped strengthen the digital foundations needed for an auction business with extensive inventory, specialist knowledge and continually changing sale content.

“The objective was to make Lyon & Turnbull’s expertise, auctions and specialist departments easier to find at the point potential buyers and sellers begin their search.”