How we started
The transition to a fully-functioning eshop presented two major challenges: protecting and growing Porcelana’s organic visibility on Google, while also creating high-quality, consistent product descriptions for a catalogue of more than 2,000 products.
My role began before the launch, with an initial SEO audit, the development of an SEO plan, and the migration strategy. At the same time, I took on the copywriting of product descriptions.
Our approach
With such a large product catalogue and a brand-new website, we needed an approach that combined SEO, a solid website structure, and a consistent brand voice.
On the SEO side:
- I planned and implemented the SEO migration, including all necessary redirects.
- I conducted an SEO Audit & Keyword Research after the launch.
- I fixed broken links, sitemap issues, and problems affecting how search engines crawled and categorized the website.
- I optimized H1 Headings, SEO Titles, and Meta Descriptions across strategic pages.
- I created SEO-focused articles and in-depth Pillar Pages targeting strategically important keywords.
At the same time, on the website copywriting side, I created descriptions for 2,000+ products, maintaining a consistent tone of voice while differentiating the copy even across very similar products.
