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Iakoe x EoE

Channel Diversification

Brief

Edge of Ember engaged us to rethink their site architecture, content strategy & to create content briefs to support their internal copywriting team. Post iOS14 the brand chose to decrease paid social spend & to invest in content to drive TOFU traffic.


Organic Traffic

Our work drove a YoY uplift in organic traffic, coupled with a 146% increase in assisted conversions across all other channels. We also reported an uplift in the average time users spent on page of 2.31 minutes across all optimised content pieces.

179%

Information Architecture

1

Edge of Ember’s information architecture was hindering their ability to distribute their overall domain authority throughout the site effectively. A number of key pages were 4 clicks away from the homepage (or not linked at all) which meant that Googlebot was finding it difficult to locate & index them. We implemented a flat architecture to maximise crawl budget & ensure both users & search engines could reach any page in 3 clicks or less.

Content Strategy

1

We conducted an in-depth keyword, competitor, & content gap analysis to identify quick win / longer term target keyphrases, whilst also mapping out educational topics that users were actively searching for online. The content pillars we implemented combined trend-led pieces, how-to’s & capturing search queries in relation to birthstones & jewellery symbolising special occasions / meaningful events in people’s lives.

Content Hubs

6

We implemented content hubs onsite to improve UX by serving content that was easy for both users & search engines to find. We also connected hub pages & subpages using relevant internal links to help build semantic relationships between the content to boost topical authority. Strategically linked pages in a content hub all benefit from each other's backlinks due to how PageRank works.

Content Briefs

108

To ensure Edge of Ember was creating best in class content across PDP’s, collections & blog pages ( both from an editorial & technical markup perspective), our copywriting team wrote content briefs which provided a detailed structure for each page; including target keywords, H1, H2, H3 markup, anchor text placements & internal links to ensure the content met all SEO best practices.

We've worked with many agencies over the years & iakoe are one of the top, if not the top agency we've worked with. They are super responsive, responsible & work independently which is really important for a brand when you work with an agency.
Lynette Ong
Lynette Ong
Founder

Contact Us

Get in touch with us directly.
hello@iakoe.com | Tel: 0131-516-2168