Pattern AU & House – Trailblazing Long-Form Content

Pattern Australia is pleased to announce our SEO work with House has been named a finalist in this year’s APAC Search Awards for the Best Use of Content Marketing.

Being shortlisted for the APAC Search Awards for the Best Use of Content Marketing second year in a row is a huge achievement for our team and highlights in full the significance of the impact that well-crafted, SEO-led copy can have on brand awareness on Google and just how invaluable it is to have Pattern’s SEO specialists in your corner (wink).

Our Beginning

The Pattern SEO Team has been working with the House team for over 2 years, supporting a range of large projects, including successful site migration, technical enhancements and navigational developments to strengthen House in the home and kitchenware market.

To further push the House site on Google and accelerate its keyword potential, we turned to on-page copy as the key driver to boost House’s E-E-A-T.

The campaign objective was simple – strengthen House’s position as the market leader for quality home and kitchenware by accelerating non-brand and branded keyword rankings for top-category landing pages. As part of this campaign, we were also interested in future-proofing the site for the eventual increase and implementation of AI Overviews in SERPs.

Our desired outcomes were:

Increase total keywords by +5,000 across key opportunity for growth categories, like kitchenware, cooking and bedding

Secure page 1 rankings for high volume terms including:
- [home appliances]
- [bedding and bath near me]
- [large stainless steel pans]
- [bed bath sheets]
- [multi cooker pot]
- [1 litre air fryer]

Increase total page 1 keywords by +1,000 combined total keywords or more

Our Strategic Process

Our strategic process was broken down into two main parts:

1. Data-Driven Category Optimisation

Utilising GA4 organic channel data and Search Console keyword results, we prioritised category pages that were both a core priority for House and pages that had seen fluctuations in keywords or potentially drops in revenue. Some of these category pages included:

We also included deeper priority category pages to ensure users were being driven to every part of the site, including:

2. Creativity through TOV and Answering Frequently Asked Consumer Questions

As House is a market leader in the kitchen and homeware space, we used FAQs style content to demonstrate the brand’s expertise, experience, authority and trustworthiness (E-E-A-T).

Utilising House’s TOV, we creatively honed in on our target audience with language that supported their need for quality and price, including:

“Known for their exceptional quality…”
“Transform your kitchen into a haven of culinary excellence…
“Our sale clearance offers a treasure trove of deals for the discerning shopper…”

We utilised keyword research tools like Semrush and BrightEdge to research long-tail questions to structure the long bottom-of-page copy. This, along with styling inspiration and customer-focused copy, holistically provided solutions to common user pain points, amplifying buyers’ confidence in the customer journey’s evaluation phase.

Similarly, to safeguard House’s authority, the inclusion of long-form question and answer copy ensures that Google can better understand the page intent to be considered for answers in eventual AI Overviews.

The Results

In total, we optimised 23 category pages with long bottom-of-page copy (based on Aug 2024 vs. Aug 2023 results).

Keyword Results:

Total keyword rankings increased by 19,460 keywords, an average of 885 keywords per page (+151%)
Total Page 1 rankings (pos., 1-10) increased by 6,248 keywords, an average of 284 keywords per page (+37%)
Across all the pages optimised, there was an increase of 2,889 new ranking keywords between pos. 1-10

About Pattern

Pattern is a global ecommerce accelerator that partners with brands across local and international markets to drive brand expansion and revenue. Across digital ecommerce retail, B2B, D2C and marketplaces, Pattern’s extensive knowledge, authority and strategy help brands grow and excel in an ever-changing and ultra-competitive environment.

Our Pattern Australia team works across both digital ecommerce and marketplaces, like Amazon. As part of our digital offering, we support our clients through SEO, SEM, Social, CRM, Affiliates and Analytics channels, offering detailed and customised solutions to win against competitors in an ever-evolving market.

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