Moving HBO away from the typical "Best Sellers" and "New Arrivals" headlines, I worked
to infuse creative, gripping copy that would catch the eye of the enthusiastic Game of Thrones
fanbase. From popular quotes on the show to creative call-outs, I moved the HBO Shop's
voice from a faceless company to a fellow enthusiast sharing great tips with other fans.
to infuse creative, gripping copy that would catch the eye of the enthusiastic Game of Thrones
fanbase. From popular quotes on the show to creative call-outs, I moved the HBO Shop's
voice from a faceless company to a fellow enthusiast sharing great tips with other fans.
With a show like Game of Thrones, I had the opportunity to not just sell fan gear, but create a history and a story behind the products and the purchaser. Not only were product descriptions and comprehensive content blocks optimized for SEO, but they told a story, they provided history and they excited the customer.
These new SEO-driven content pages drove more than $500,000 in revenue in five months.
These new SEO-driven content pages drove more than $500,000 in revenue in five months.
With the success of shows, such as Game of Thrones, HBO wanted to bring more fans to the store and asked our team to create content pages to improve SEO. We developed several content stories, and built two pages, including the one below. Building off the rich, detailed history of the show, we created an SEO-rich content page that breaks down the history of the houses. I broke the information into easy-to-digest sections, which is no easy task given Game of Thrones's immense storyline.
The result included very happy HBO execs, 20,000 organic views in the first week, and more than $22,000 in revenue in the first five months. It was also translated into French, German, and UK English for HBO's international audience. See the page here.
