Well-known chocolatier brand, Thorntons, began their journey on the high street. Now an online-only retailer in the UK, Thorntons needed a digital strategy that could help drive traffic to their site. With a real focus on key events such as Easter and Christmas, we worked with Thorntons to ensure their SEO was up-to-scratch.  

Pos 1

for headline phrase ‘easter eggs’

Pos 1

for Christmas keywords

Pos 1

for Chocolate Christmas Gifts


increase in organic revenue YoY for Christmas terms

Pos 1

for Easter eggs, birthday chocolate and chocolates#1


increase in organic revenue YoY

  • Increase organic traffic and revenue

  • Improve rankings for seasonal products

What we did
  • Product optimisation

    With a wide range of products on their site, our strategy needed to look at how to optimise seasonal items while maintaining evergreen categories year-round. Trialling the use of long-form content on category pages, we aimed to stabilise key rankings in the run-up to the peak Easter season. Our strategy paid off, resulting in position one rankings for headline terms and page one ranking improvements for other focus areas. 

  • Outreach

    Once evergreen categories were in place, we looked at how we could prepare for Thorntons other peak seasons. With Christmas fast approaching, we focused on outreach to key areas of the site including advent and other seasonal pages. Getting ahead of the competition, we began our outreach push well before peak began, ensuring performance was boosted in time for the season. Our early approach saw a number of page one ranking improvements for related keywords.  

  • Consultancy

    With a more condensed product inventory, Thorntons saw a dip in performance. We provided expert consultancy to help reverse any impact on their sites performance. Alongside this we assisted in a website redesign and migration. During this process, we provided key insights during the pre-design phase to ensure an SEO-friendly site. Throughout the design and build we remained involved in the project, working collaboratively to create a website that would help Thorntons online growth.