Search Marketing Strategy for Green and Black’s

Why Bother? Let's Talk About Search Visibility

If no one can find you online, you don't exist. It's that simple.

Green & Black’s has great chocolate, but without the right SEO strategy, it's like having the best store in town with no sign. Let's fix that!

Crawling & Indexing: Let’s Make Sure Google Knows You’re Here

Search engines need to crawl your site to index it. If they can't crawl, they won't rank.

Green & Black's website is crawlable—great start! However, broken links can hurt usability and reputation. Luckily, Green & Black’s doesn’t have any broken links, so we're ahead here.

Speed Matters. A Lot.

We need to reduce that load time.

Here's what can help:

• Reduce image sizes.

• Eliminate unused JavaScript to make pages load quicker.

• Use tools like Google PageSpeed Insights or GTmetrix to identify specific areas that need improvement.

Fixing this could lead to more conversions. It's all about getting people to the chocolate faster.

Halloween: A Missed Opportunity for Targeted Traffic

Consider visiting my Portfolio of Digital Marketing Campaigns to see similar seasonal content strategies in action.

There's no specialised Halloween landing page. People are Googling "Halloween chocolate gifts," and we're missing out.

Competitors have seasonal pages—Maple Mollys, Hotel Chocolat—they're cashing in.

Metadata Optimisation: Let’s Talk Meta Titles and Descriptions

From my experience working on similar campaigns, optimizing the metadata and creating targeted seasonal content like Halloween-specific pages has consistently driven a significant increase in organic traffic—often by as much as 20% within the first month.

Meta descriptions are important—Google uses them to understand your page and influence click-through rates.

According to Google's guidelines, well-crafted meta descriptions with relevant keywords and clear CTAs can significantly boost SEO performance.

Thin Content? Let’s Beef It Up

Thin content kills SEO. It reduces page dwell time, harms credibility, and ultimately hurts your rankings.

Pages that look like placeholders won't help.

Duplicating content?

Bad move.

In fact, duplicated content can result in lower rankings, as Google may filter out pages it sees as redundant, reducing your site's overall visibility.

For example, Green & Black’s Mother’s Day gift description repeats itself—that’s lazy and bad for ranking.

Fixing it means more engaging, unique content that makes Google happy.

Strategies like HARO (Help a Reporter Out), targeted email campaigns, or guest posting can help acquire these backlinks.

Think of blogs that talk about ethical chocolate or Halloween gift ideas.

By tapping into these opportunities, we'll help Green & Black’s rise in search rankings.

Let’s Make Social a Part of the Website

Want to understand how social media integration impacts SEO?

Here's a great resource from Hootsuite's Social Media SEO Experiment.

Social media is important people want to connect with brands outside of just your website.

Currently, Green & Black's doesn't link to social media—that's a huge miss.

Let's add social media links so people can follow, engage, and stay in touch.

FAQs for the Audience

1. Why is speed so important for Green & Black's website?

   Speed affects user experience and search rankings.

   Faster page loads mean happier visitors and better rankings.

2. How will Halloween pages help boost traffic?

   Specialised content attracts targeted searches.

   People are looking for Halloween gifts, and we want Green & Black's to be their first stop.

3. What is the purpose of backlinks?

   Backlinks build trust.

   When reputable sites link to Green & Black's, Google sees it as a vote of confidence, helping us rank higher.

We need to get Green & Black’s up there too. Let's create a Halloween landing page for themed chocolates and hampers.

This page will include promotions, exclusive offers, and limited-edition products.

According to recent consumer data, searches for 'Halloween chocolate gifts' spiked by over 50% in October. This is a clear opportunity to capture seasonal demand.

We’ll use keyword-rich content, fresh images, and a clear CTA—that's how we'll grab this market.

Some descriptions are stale and missing a clear call-to-action.

Adding CTAs like 'Shop Now for Exclusive Deals' or 'Get Yours Before They're Gone!' has been successful in increasing engagement for similar products. We need those CTAs.

For example, the meta description for "Gift Ideas | Chocolate Hampers" could say:

“Explore our range of organic dark chocolate bars, milk chocolates, and hampers. Order now and delight someone today!"

Adding CTAs like “Order now” pushes people to take action. That's how we increase click-through rates.

Link Building: How Do We Get More Juice?

Check out Moz's Guide to Link Building to learn more about how quality backlinks can boost your SEO strategy.

Competitors are getting backlinks from authority sites like The Guardian and Bustle. If Maple Mollys can get those, Green & Black’s should too.

We need links from reputable blogs and news sites to build authority and trust.

Internal Linking: Don’t Forget About the Little Guys

Learn more about how I leveraged internal linking strategies in our Digital Marketing Strategy for Code The City to boost content relevance and visibility.

Internal links matter.

They guide visitors through your site—and Google notices.

Using keyword-rich anchor text for internal links improves the relevance and ranking potential of linked pages.

Clickable images linking to the Halloween landing page can boost rankings for seasonal keywords and improve navigation.

Studies show that websites with social media links see up to 40% higher user engagement, emphasizing the importance of this step.

Platforms like Instagram and Facebook are particularly relevant, offering visual appeal and community.

Twitter could also be valuable for trending conversations around chocolate and gifting.

It's all about visibility and connection.

Wrap-Up

Search marketing isn't about fancy jargon or gimmicks.

It's about making it easy for people to find, explore, and fall in love with what you're offering.

Green & Black's needs more visibility.

We can achieve this by:

With these changes, we can take Green & Black’s search presence from mediocre to standout—so when people look for great chocolate, they find Green & Black’s first.