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.

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.

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.

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.