Refreshing SEO content on 6,000 category pages for online giant eBay

eBay is, of course, a well-known and successful site, but with so many products available, it needs to ensure each one of its pages is engaging, informative, and cuts through the shopping noise.

It’s a fairly simple equation for all retailers: better content = more dwell time and destination purpose = improved rankings + traffic + conversion rates.

Refreshing SEO content on 6,000 category pages for online giant eBay

STRATEGY & RESULTS

eBay came to us with an initial batch of 12,000 category pages that they were keen to improve. Data and insight is everything to Honchō – we take a logical, analytical approach. So we suggested an A-B test whereby we’d experiment with 6,000 of these pages to ensure our content strategy would actually bring an uplift in rankings as predicted.

This was also a risk-minimising tactic that enabled us to learn what would work for different categories.

This kind of large-scale copywriting project is a breeze for our expert content team. We can undertake big refreshers like this, but are also nimble on smaller refresher projects.

STRATEGY

Data and insight is everything to Honchō – we take a logical, analytical approach. So we suggested an A-B test whereby we’d experiment with 6,000 of these pages to ensure our content strategy would actually bring an uplift in rankings as predicted. This was also a risk-minimising tactic that enabled us to learn what would work for different categories.

And it worked. We took an in-depth look at pages, adding in high-quality, informative copy to give visitors context of the products they were searching for, and to improve the overall shopping experience. This boosted organic rankings, so within a six week period we rolled out this content approach on 6,000 pages to write, optimise, internally link and code. This kind of large-scale copywriting project is a breeze for our expert content team. We can undertake big refreshers like this, but are also nimble on smaller refresher projects.

The team at Honchō offers optimum flexibility in tasks, timescales and scalability. Their relationship management and general can-do approach, combined with their rock-solid reliability and understanding of our sites is excellent. They are also fun to work with!