The client had slower-than-expected sales on a number of high-end AV equipment pieces, many of which were being sold by competing high-volume online retailers. They needed their offerings to appear higher in search results, and convince a tech-savvy professional audience to buy once they arrived at the site.
Researching the way products were being sold in these other websites, I came across both valuable keywords and weaknesses in the copy, and used the former while exploiting the latter to create high-quality product copy for the client. Much of SEO for lesser-known sites involves having longer yet easy-to-read copy with proper headers for the sake of the search robots. For the sake of the human visitors, the copy needs to break down benefits in a relatable way to their situation if they're going to add to cart. Larger competitors used manufacturer-provided copy which consisted of bullet point features, which our team found easy to beat.