SEO Content Strategy, Blogger Outreach, Organic Link Building, Copywriting
Harvey Nichols is a highly respected department store, with locations worldwide. As a part of the team at Zenith – a top 5 global SEO agency – I worked as their lead content strategist for a year and a half, developing SEO driven content campaigns, delivering optimised copy, and managing link building efforts.
SEO Content Strategy
With the client’s SEO and sales targets in mind, data driven ideas were developed regularly to coincide with the overall business/advertising push. Developed solo or as a result of brainstorming with wider team members, several suggested strategies were taken forward and utilised by Harvey Nichols as standalone work, while others have been used to help maximise upon existing campaigns.
A notable successful strategy was for Project 109. A pop up space in the newly refurbished menswear section at Harvey Nichols Knightsbridge, Project 109 started out life as an in-store concept with no website presence. Thanks to an online tool, created following extensive research and ideation in the realm of luxury menswear, Project 109 is now thriving on and offline. Alongside strategy I assisted in the project management of the tool, both overseeing development and manually updating the Harvey Nichols CMS on a pop up by pop up basis, ensuring new content was delivered and uploaded to schedule. Project 109 has driven significant traffic to the site and has more than made back its cost in sales, while offering a valuable space for further optimisation of target menswear brands.
On occasion, Harvey Nichols would ask for help with their copywriting. This was both for the purpose of SEO optimisation, and to assist the editorial team in busy periods.
As an appreciator of fashion, and with a background in writing for luxury brands, I was happy to assist with this. As a result, I have written optimised category descriptions, full length articles to sit on-site, and branded off-site content for websites such as The Scotsman.
In addition to longer form writing I have created meta titles and descriptions for implementation across all site categories, from kidswear to wine hampers, and have optimised existing content to ensure internal links are utilised, and tone of voice is on brand.
An important tool in any SEO’s belt, link building is essential to the success of any campaign. For Harvey Nichols, I ran highly successful blogger outreach campaigns, website article placement outreach and citation outreach. Striking up a friendly relationship with everyone I contacted, I was able to build a large number of high quality links in a relatively short time period. For every 5 people contacted I was able to secure a link, resulting in a total live domain authority of 2107.