Data led SEO approach

Viking’s Ireland eCommerce website required refreshed product copy to help improve their online visibility and increase revenue and sales. Our task was to write accurate, search-friendly product descriptions designed to convert.

Office supplier Viking Direct wanted to increase organic sales by improving its search visibility and reaching potential customers with engaging copy. In addition, they were looking for results within a three-month period.

Our Insights and SEO specialists began by reviewing Viking’s current ranking for all products. This allowed us to benchmark sales performance and organic rankings to measure any significant changes that occurred.

We also carried out keyword research for the relevant search terms and volume to help the team understand how we could generate success. This was also shared with Viking’s team to help inform their wider marketing strategy.

During the initial insights period, our team worked with Viking’s product team to understand its brand style and tone of voice. Our SEO team then created a new structure for product copy that met both search engine and customer needs.

Finally, our SEO copywriters rewrote more than 500 product descriptions and titles across eight different categories. By ensuring that each description was fully carefully researched and informed by the insights data, we allowed the team to shape copy in a way that was also helpful to Viking’s customers.

Our project allowed Viking to increase the visibility of product pages, with sales increasing 25% from a 36% jump in sessions.

Following the project, the number of keywords ranking on page 1 increased by 230%, with more click-throughs from potential customers occurring than ever before.


increase in items sold



increase in sessions



product descriptions written

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