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.
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8%
INCREASE IN REVENUE
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6,000
PAGES ON THE SITE WERE REFRESHED
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.
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.
Chris Reynolds, Head of SEO Europe - eBay"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!"
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