eba are a luxury French interior design brand, selling premium kitchens and furnishings. We’ve worked together since 2024 with the company experiencing huge growth in that time, expanding in France as well as launching in the UK, Mexico and Saudi Arabia.
Before opening their showroom in London’s design district, the brand wanted to start establishing an English online presence and building their reputation. They had an English website and were developing an SEO blog alongside a bilingual social media strategy. They came to me specifically for my SEO translation skillset, as they needed articles that suited their premium brand voice whilst helping them show up in search.
From agency to freelancer
Knowing that they would need continual content support, the brand first turned to translation agencies. However, the quality was poor, with mistranslations of technical language, a lack of SEO insight and inconsistencies created through work being completed by different translators.
Needing consistent, high-quality content, eba decided to work directly with a freelancer. By working with me, they knew that the quality would be consistent, the feedback loops would be shorter and we could build a long-term relationship as they continued to expand.
SEO blog content
The work I localise for eba is a mixture of case studies, informative guides and brand news. We publish two SEO blogs a month and ensure that each blog is linked back to other published posts. Ensuring that there is a linking structure between blogs helps signal to Google the depth of subject matter expertise on the site.
For each blog, I carry out my own keyword research and optimisation. Rather than carry out a word-for-word translation, I transcreate the blogs. I combine my translation and copywriting skills to adapt the content so that it better suits the UK audience and search results.
Adaptations I regularly make include changing blog titles and headings, changing the structure of the article to better match UK search behaviour and moving the text away from the French style of writing, which is often longer and more formal than a UK customer would expect.
Here’s an example:
Adding Pinterest marketing
After a few months working together on blog translation, we added Pinterest marketing to the mix. For every blog published, we reuse the images to create Pinterest boards and pins that link back to the blog. Again, for each board I carry out my own keyword research (using Pinterest Trends), and adapt accordingly.
Pinterest marketing is a great tool for anyone publishing a blog, as it’s another way to drive traffic to a website outside of Google or an LLM.
Using blogs for more than just traffic
The principal aim of an SEO blog is to demonstrate to search engines (and customers!) who you are as a brand, what you sell and why you’re an expert in your chosen niche. By making those things abundantly clear, you can improve your chances of being shown as a response to a query in an LLM, or for being on the first page of traditional search. The more you are shown, the more people know your brand and come to your website and the more people are likely to buy.
The eba team go one step further by sending out a monthly newsletter with a round-up of their blogs. They are also used by sales consultants in the showroom, who link to various case studies or in-depth guides to illustrate their thinking and designs.
Having a knowledge bank readily available on their UK website demonstrates eba’s expertise and in-depth understanding of their products and service, which builds trust in the consumer.
A long-term partnership
Since starting our collaboration, I’ve transcreated more than 100 blogs for eba Interiors, with accompanying Pinterest boards. I’ve attended multiple events in their London showroom and have had the opportunity to meet the wider team as well as prospective clients of theirs.
Because we work on retainer, the team know I will be responsive, proficient and able to produce high-quality content when needed. My in-depth understanding of their products and services, as well as their English brand voice, means they receive consistent content that helps them show up on search and build their reputation in the UK.
Here’s what the head of marketing, Lucía García Botana, had to say about working with me:
Are you looking to break in to the UK market with an effective SEO blog?
Check out my services to see if we’d be a good fit and get in touch today.