COAT is a paint brand that stands for simplicity, & making it easy to create a stylish home in a climate conscious way. Tasteful colours and the highest-quality paint - all made to order with zero waste. The brand engaged us to redesign their site architecture, optimise their commercial intent pages & to create a best in class content strategy focused on “how to paint” & “expert tips” keyword-driven topics. Here’s a number of insights into some of the tactics we deployed…
COAT’s legacy site architecture was limiting their organic search potential & required a radical overhaul. The brand was missing out on a significant amount of long tail keyword searches each month as they didn’t have unique collections pages for; paint by colour, types of interior paint, types of exterior paint, schemes & painting supplies. We conducted an extensive piece of keyword research to identify all the unique pages they should have within their architecture & mapped them into primary collections. Once we’d finalised the optimal architecture we scoped a new mega-nav UX to ensure the additional pages didn’t disrupt the user’s journey & simultaneously followed SEO best practices (URL structures, breadcrumbs, internal links etc).
Shopify’s out of the box blog functionality uses a tagging system which is seamless from a UX perspective but doesn’t use a subfolder structure which is problematic when the goal is to build topical authority. We redesigned COAT’s blog & implemented a subfolder structure for each of the primary content pillars (with unique URLs) for; How to paint, Expert tips & Paint inspo.
We clustered all of the “how to paint” and “expert tips” related keywords & bucketed them into topics. Once the topics & associated keywords had been finalised into their relevant cluster, we created a 16 month content calendar & sourced a team of freelance writers. The team was engaged to write 16 pieces of content per month working to the publishing cadence of 4 pieces per week.
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