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.
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.