Case Study

Tesco perfect product page content with Red Hot Penny

  • 3m more vision searches a month
  • 3k+ product descriptions written
  • 365% increase in page visibility


Iconic British retailer Tesco were keen to revamp their product page descriptions to improve SEO performance and customers’ online experience, with the additional goal of increasing conversions. Their non-unique copy needed to be re-written quickly and at scale to fit the Tesco tone of voice.


To start with, Red Hot Penny checked out Tesco’s online performance by conducting organic search and content audits. We then implemented a strategy combining organic search and copywriting to give Tesco’s product pages a makeover that both customers and SERPs would love.

Keyword research: To improve organic search rankings, the Organic Search team conducted keyword research for both brand-specific and generic search terms. This included individual brand-related terms as Tesco stock a wide selection of branded products. Our copywriters then incorporated these into the descriptions, ensuring the pages would rank for key search terms.

Unique content only: Selling so many branded products presented duplication issues – the marketing text provided by manufacturers was also published on competitors’ sites. To overcome this, the copywriting team produced unique content for each product page, in line with Tesco’s tone of voice.

A better experience: Each piece of copy was properly researched by our copywriters, to include accurate content that is helpful to the site’s users. The writing was quality-control checked to ensure it was naturally written for a better user experience.

Change of title: Our Organic Search team’s first task was to update product titles. These were made to be consistent across the site and prioritised the key features of each product by their importance to the user.


A whole lot of descriptions: So far, the team at Red Hot Penny have written and optimised over 3,000 product descriptions across eight key categories. This includes vision, gaming and white goods.

Get seen more: Thanks to these optimised product pages, Tesco have seen an increase in the pages being exposed to more than 790k searches a month by 365%.

Making page one: The Vision category alone saw an increase in the exposure to searches where Tesco ranked on page one.  An increase of 3 million searches a month, on average, returning results with a page one ranking has dramatically increased organic visibility for these products.

What our expert said

We identified an opportunity for Tesco to grow their organic visibility and conversion through optimising at product level. Ultimately, we looked to increase their organic keyword reach to drive better converting traffic thus increasing revenue and providing Tesco with a good ROI. New product descriptions were written by our content teams, crafted around SEO-provided search terms to increase authority, and rankings around the larger SEO strategy.

Carl Brooks, Head of SEO

Learn more about our work with Tesco

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