"Clarins approached Impression in late 2020 following a surge in online demand as a result of the pandemic. Keen to maintain this momentum moving into 2021, they wanted to focus on improving their ability to reach digital audiences. A key part of this was to ensure that translated content sent from their global team (originally written in French) would read well for a UK audience and perform well in search."
"Specifically, our objectives were to: Match or exceed 2020's monthly traffic figures by Q4 Improve overall organic visibility as recorded in Sistrix, which is a good barometer of site performance that minimises the impact of changing demand Optimise all agreed focus pages by set deadlines to ensure that changes could be uploaded to the site in time to measure an impact in 2021"
"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."
Clarins experienced a pandemic-driven surge in online demand and sought to sustain momentum by improving digital reach in the UK. Global content was written in French and translated into English, but the tone and SEO were not appropriate for the UK market. Objectives included matching or exceeding 2020 monthly traffic by Q4, improving organic visibility in Sistrix, and optimising focus pages by set deadlines to measure impact in 2021. The initial three months focused on optimising copy for 40 key category pages, tracking keyword metrics in a Google Sheet, and localising tone while adding search optimisation for UK audiences.
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