Pantone is a world-renowned authority on colour trends and management for designers and creatives globally. With its annual Colour of the Year and Fashion Colour Trend Reports, Pantone’s reputation precedes.
However, from an organic visibility perspective, Pantone faired poorly for unbranded colour keywords which highlighted a clear missed opportunity to be considered.
However, organically in Google SERPs, Pantone was near-invisible for non-branded colour keywords, highlighting a clear missed opportunity. Pantone’s dedicated colour content hub was falling flat, ranking for very few informational terms. Curated were tasked with helping to bring color to Pantone’s content, and help them dominate Google SERPs.
Here's how we did it
Auditing blog and core
We auditing blog and core https://www.pantone.com/articles/color-fundamentals content and upcycled colour fundamentals content in-line with keyword opportunities
This included a full content audit to determine where content was underperforming, and then implementing keyword mapping to optimise for high volume terms. Much of this centred on optimising content for PAA queries due to the informational nature of searches within the space, and ultimately helping Pantone to clearly and concisely answer FAQs on color. Target keywords to rank for included ‘what is colour’ (5.2 avg. searches), ‘how many colours can humans see’ (1k), ‘science of color’ (400), properties of colour etc.
We also did some light URL restructuring in-line with seo best practice.
Optimising PDP pages
We optimised PDP pages (for the top 10 best-selling products) for non-brand terms Although the former is where we saw the most success and impact metrics.