The search engine marketing agency Greenlight has been engaged by UK National Lottery operator Camelot to manage the search engine optimisation of the National Lottery website.

Responsibilities agreed under the deal include driving additional traffic to the website, which was revamped and relaunched earlier this (2009) year.

“Greenlight’s clear understanding of what we want to achieve in 2009 along with their proprietary tools and thorough approach to improving natural search rankings impressed us from the very start of the pitch process,“ said Camelot e-commerce marketing manager Charlotte Oldfield, commenting on the agreement.

The lottery’s latest numbers indicate that as at end March 2009 sales through its interactive channels increased to GBP488.2 million.

The website boasts over 4.4 million users, and Martin Pugh, commercial director of Camelot, said recently that interactive operations were contributing over GBP 2.5 million a week to the lottery.

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