SEO-led OFF Stories
Projects: Tennis & Gym
On
How do you rank on Google and still sound like On? The brand needed high-performing content on topics like “what to wear to the gym” and “how to play tennis” that felt useful, aspirational and never falling into generic, SEO-fluff.
As a strategist and editor, I help concieve of relevant topics and angles, guide developmental edits on outlines and shape the final pieces that balance search performance with editorial quality.
By layerinig in athlete voices, and On’s values, I make sure the editorial content is optimised for SEO while staying true to brand, and to the reader. Service-based pieces don’t have to be soul-less.
Goals
1) polish the prose to ensure clarity, concision and humanity
2) weave in athlete and ambassador voices for authority and authenticity
3) connect service-driven pieces with On tone of voice to inspire movement, curiosity and self-expression
The result
Helpful, human-first content that ranks, resonates and reflects SEO objectives without sarificing On’s editorial integrity
