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<span class="gn-kicker"><span class="dot"></span>News</span>
<h1 class="gn-title"><em>Pitch Win:</em> Mitchells & Butlers Appoints Tug as Lead SEO Agency Across National Brand Portfolio</h1>
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<strong>The GO Network</strong>
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<span>26 September 2025</span>
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<span>1 min read</span>
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<h2 class="gn-reveal">The Search</h2>
<p class="gn-lede gn-reveal">With organic search remaining the single largest digital channel for bookings, Mitchells & Butlers sought a partner that could not only drive performance, but also contribute to long-term SEO maturity across a complex portfolio of over 1,700 businesses.</p>
<p class="gn-reveal">The GO Network led the search, prioritising UK-based SEO agencies with hospitality experience, technical depth, and the ability to manage a multi-brand national estate with measurable results at brand and outlet level.</p>
<p class="gn-reveal">The brief included ambitious year-on-year growth targets for visibility, clicks, and bookings, with a strong emphasis on strategy that goes beyond Google to include social search, AI-powered search, and content for zero-click environments.</p>
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<div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa300b76e990f8e8241106_mab-article-header-68efb274eeb40286148541.jpeg" alt="Mitchells & Butlers brand portfolio"></div>
<figcaption>Mitchells & Butlers operates a national estate of over 1,700 pubs and restaurants across the UK.</figcaption>
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<h2 class="gn-reveal">The Appointment</h2>
<p class="gn-reveal">Tug, a performance-driven digital agency headquartered in London, will now take the lead on SEO strategy, delivery, and reporting across Mitchells & Butlers' key brands and outlets. The agency will support the in-house marketing and channel optimisation teams to elevate organic performance across the group.</p>
<p class="gn-reveal">The scope includes ongoing optimisation, SEO maturity development, and channel integration across web properties, supported by regular performance reporting and a dedicated team aligned to divisional needs.</p>
<aside class="gn-quote gn-reveal"><q>Tug demonstrated strategic clarity, technical firepower, and a clear understanding of the hospitality landscape, making them the right partner to drive this forward.</q><cite>Matt Delooze · Brand Partnerships Manager, The GO Network</cite></aside>
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