PAID CAMPAIGNS / SEO

OPTIMISING HUNDREDS OF JEWELLERY PRODUCT DESCRIPTIONS TO INCREASE TRAFFIC BY 78%.

Leading jewellery brand, H Samuel, wanted to optimise their product descriptions to boost traffic to their online products.

OVERVIEW

Working with the Agency department, the Content team created new, search engine-friendly copy for hundreds of product listings. The in-house team worked with a small team of their vetted freelance writers to complete this large copy order. The new copy was based on extensive keyword research and contained contextual internal links, whilst retaining a tone of voice that was true to the H Samuel brand.

CHALLENGES FACED

We faced the challenge of producing a bulk order of high value, optimised, and precisely formatted content for a tight deadline. We also had to ensure that the tone of voice remained consistent across each writer’s work.

WHAT WE DID…

To combat these challenges, we enlisted a handful of carefully selected, trusted writers for this project. All writers were thoroughly briefed on the task, provided with examples, and sent a HTML template.

A new content tracking system was put in place to monitor progress with briefing, writing, proofreading, and submitting. Zipcopi’s content managers worked closely with writers throughout the project, setting staggered deadlines, providing support, and reviewing completed work.

Luke Sartain

CEO & Founder

Tom Sutton

Managing Director

Craig Jones

Design Director

Joey Sandman

CFO

Claire Short

General Manager

Andrew Harkness

General Manager

Julien Vallet

Head of Engineering

Nile Haskins-Spellman

Finance Manager

Andy Toone

Head of SEO

Tansy Dando

Senior Content Manager

David Rueda

PPC Executive

Amelia Cheek

Marketing Project Co-ordinator

Caroline Johnson

Finance Assistant

Jake Bentham

SEO Executive

Ella Watson

Midweight Designer

Thomas Kupai

Junior Engineer

Barnaby Shaw

Digital Media Analyst

Olivia Matthews

Head of Client Service

Francesco Maglifiore

PPC Executive

Archie Jones

Studio Dog

Bosco Ruiz

PPC Executive

Ilya Harper

Junior Digital Media Analyst

Daxpesh Patel

Head of Paid Media

Chelsea Showering

Senior Business Development Manager

ACCREDITATIONS