In such a crowded market, we needed to be specific with our key phrases. Certainly more so than the generic ‘picnic basket’ and ‘picnic hampers UK’ phrases a certain SEO software programme had provided. After some intensive Google research, I improved them by adding words like ‘luxury’, ‘fitted’, ‘willow’, and ‘double-lidded’.
The finer details
Featuring ‘The finer details’ section to an online shop’s product description gives me a place to expand on any USPs (Unique Selling Points). For Picnic Wicker, I delved deeper by asking the geographical sources of components. The Spurrs had worked hard to source their materials from quality suppliers. So why not share that the leather in the straps is from a Northamptonshire tannery and the tweed backboard is from Scotland?