“The Content Marketing Team consistently deliver high quality content. They also deliver content that gets results; whether it’s FAQs, ‘read more copy’, articles or meta data, they work efficiently and know what works best for Google.”
Hannah Bryce, SEO Manager
Holland & Barrett is not only the UK’s leading health and wellbeing store, it’s a multinational chain of health food shops, with over 1,300 stores in 16 countries, including a substantial presence in the United Kingdom, Republic of Ireland, Netherlands, Belgium, Mainland China, Hong Kong, India, Saudi Arabia and UAE.
From humble beginnings as a single grocery store in 1870, to being a fixture on virtually every UK high street, Holland & Barrett is Europe’s largest health and wellness omnichannel retailer, selling a broad range of vitamins, supplements, beauty products and more.
Creating content within a highly regulated field
The challenge for Holland & Barrett is to generate engaging and informative content in a highly regulated field. Content which educates the reader in a light and informative way and yet complies with a myriad of UK and European laws about nutritional and health claims.
Fortunately, The Content Marketing Team has this experience in spades and so producing content in just the right brand tone, which is well researched and properly referenced was no problem at all.
Content creation optimised for search
Working closely with both the Content Team and SEO Team, we created large volumes of content for Product Landing Pages (PLPs), Product Description Pages (PDPs) and FAQs as well as blog content for The Health Hub.
With products ranging from Vitamin D supplements, to sports gels, protein powders and CBD oils, all our work was carefully researched long before putting pen to paper.
Keyword research was critical to ensuring that our output matched search intent, so that the resulting content had the highest possible chance of reaching its intended audience.
We also produced meta data for every article to ensure it was well optimised for search.
Content enhancement
In addition to generating content from scratch, The Content Marketing Team enhanced existing content on the Holland & Barrett website, creating longer form articles which expanded on themes in greater depth, with more evidenced based research. These articles were also improved in terms of relevant keywords and meta data.
Content consolidation
Not only were we briefed to generate content, we also assisted in the large scale consolidation of content with duplicated themes, which offered little or no SEO benefit.
This allowed top ranking articles to be further enhanced as well as reducing the possibility for articles with similar topics to compete with each other on the same website.
