Selfridges

Project: SEO-led website content, project management

What I did: Set out with the aim to improve the SEO performance of 5,000 Product Listing Pages (PLPs) across the Selfridges UK site, myself and the team at Greenlight Digital embarked on a 3-month trial that saw 450 PLPs written in three differing lengths to test the effectiveness of copy word count.

While awaiting the results of the trial, the remaining 4,550 PLPs were written to a 40-word limit, structured in such a way that should the trial determine that additional copy encourages click-through, the initial 40-words will act as an opening paragraph for the extended copy that can be added later. Since we were testing various word counts, we established a structure that placed the most important keywords, queries, and product/brand information in hierarchical order. We also provided keyword mapping, internal links, title tags, meta data, and of course, page copy.

As Project Manager, I was responsible for planning, recruiting, overseeing and managing the entire project from concept to fruition.