The first three months of working together were entirely focused on optimising copy for 40 key category pages that had been sent to us from their global SEO team.
- The copy had been written in French, then translated into English. However, the French tone of voice did not work for the UK market, and the copy was not optimised for search. Our job was to make the copy work for a UK audience and ensure that it would perform well in search.
- We used a Google Sheet to track the content, created by Clarins and built out by Impression to include space for keyword metrics. The sheet allowed us to include more information than other project management tools, and was a fantastic means of ensuring that Clarins and Impression were aligned with the project’s requirements.
- As a measure of our success in optimising the content, we used Google’s natural language API demo to record an entity salience score for the opening paragraph of each category page, ensuring that the top entity was closely related to the page’s primary keyword targets.
- Following the category page optimisation, we carried out our own competitor gap analysis to see where competitors were outperforming Clarins. From this analysis, we identified 59 pages that could be improved, many of which had not been looked at in the previous optimisation work.
- Alongside the big content optimisation projects, we also supported Clarins by optimising their Black Friday, advent and Christmas pages, and provided recommendations for other seasonal gift pages that should boost performance further in 2022.
- We also carried out a full technical audit early in our time working together, and supported the Clarins team as they implemented all of the recommendations that were possible to action on a UK level.