The challenge
A new website creates an opportunity to improve how a brand presents itself, but being visually new does not automatically make it useful or discoverable.
A full website relaunch carries real SEO risk; rankings and visibility built up over time can be lost if the new site isn't optimised correctly at launch.
Zizzi’s new site needed to communicate the refreshed brand while helping customers quickly find the information behind their visit: restaurants, menus, locations and the route towards booking.
The audience
Prospective diners searching for Zizzi locations and menus online; internal teams managing the website relaunch
My contribution
- Reviewing and optimising on-page website content
- Integrating relevant keywords naturally into page copy
- Improving metadata to support clearer search visibility
- Considering how page content served both search engines and customers
- Applying learning from my earlier keyword and competitor research
- Supporting the wider preparation of the website for launch
- Helping connect SEO decisions with the overall user experience
My responsibility was not simply to add keywords. It was to help ensure the new site could be understood by search engines without becoming less useful or less human for the people visiting it.
The insight
Zizzi’s new site needed to communicate the refreshed brand while helping customers quickly find the information behind their visit: restaurants, menus, locations and the route towards booking.
The challenge was to integrate relevant search language without making the writing feel forced, repetitive or disconnected from Zizzi’s personality.
The output
A new website is only new once, but customers need to find and use it every day.
The strongest SEO improvements are often invisible. Customers should not notice that a page has been optimised; they should simply feel that they have arrived in the right place, found the information they needed and understood what to do next.
That meant keywords and metadata were not separate from the experience. They were part of creating a clearer route between customer intent and Zizzi.
The impact
Supported a smoother SEO transition through the website relaunch, deepening my understanding of how website strategy and SEO work together to support a brand-wide launch.
Learnings
This experience taught me that SEO should be included while a website is being built and prepared, not added afterwards as a repair job.
I also learned that:
- Discoverability and user experience should support one another
- Keyword integration should make content clearer, not more mechanical
- Metadata is often a customer’s first encounter with a page
- A website launch requires attention to many small details
- Previous research becomes more valuable when it can inform execution
- Returning to a business creates greater responsibility to build on earlier work
Most importantly, I gained a stronger understanding of how brand strategy, website content, SEO and customer experience meet within the same digital journey.