CASE STUDY

CRAFTING 22000 WORDS OF OPTIMISED CONTENT TO INCREASE SEASONAL EASTER TRAFFIC BY 30%.

To boost the launch of their Easter range, luxury chocolate company, Hotel Chocolat, needed to increase the organic ranking position of numerous “Easter’’ keywords.

OVERVIEW

Working with the Agency department, we were tasked with producing optimised copy for all Easter product descriptions, category pages, and blog articles. Due to our extensive experience writing with the client’s tone of voice, we kept this project in-house, creating 22,000 words of original, keyword-rich copy for their Easter product listings and category pages.

CHALLENGES FACED

We needed to help Hotel Chocolat stand out in the extremely competitive Easter chocolate market. To combat this challenge, it was important to utilise the extensive keyword research we had available and further boost content with contextual internal linking.

Our writers successfully struck the balance between creating SEO-oriented content and ensuring all content was useful to readers, highly original, and reflected the Hotel Chocolat brand.

WHAT WE DID…

Drawing on Google Trends analysis, we planned and produced engaging Easter-related blog articles to support the product listings. These blogs internally linked to the Easter products and landing pages (aiding SEO) and could be shared on the client’s social media.

Within two months of publishing the content, Hotel Chocolat jumped six positions for the competitive keyword “Easter eggs’’.

Compared to the previous year, traffic on the Easter pages increased 30% in March and April. As traffic soared, their product range soon sold out — with transaction and revenue also increasing by 40% in these two months.

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