Daniel Wellington
Technical SEO & Architecture at a Global Scale
The Brand
Daniel Wellington is more than just a watchmaker; it is a global symbol of affordable luxury and sophisticated design. Known for their elegant, vintage-inspired timepieces and jewelry, the brand champions a “preppy” yet minimalistic aesthetic that appeals to both men and women. From their signature interchangeable NATO straps to their refined mesh jewelry, Daniel Wellington represents a stylish, budget-friendly entry into the world of luxury accessories.
My Role: Technical SEO
During my tenure at Daniel Wellington, I served as a Technical SEO specialist responsible for the architectural integrity and search performance of the brand’s massive global e-commerce footprint. My work focused on bridging the gap between technical development and marketing goals, ensuring that the site structure supported dynamic growth across multiple regions.
Architecture & Structured Data
I spearheaded the development of technical solutions to improve site architecture, including the implementation of dynamic breadcrumbs for collections and products. I deployed comprehensive Schema markup (JSON-LD) for Products, Breadcrumbs, and Organization entities to secure rich results in SERPs.
Global Automation
I developed content automation sequences to boost productivity and manage data aggregation across global stores. This included updating multiple store-views with new meta values for dynamic updates, ensuring consistency without manual overhead.
Faceted Navigation
One of my core focuses was solving “crawl budget” issues caused by complex filtering. I implemented strategies to manage URL parameters—deciding which facets to index versus block—to prevent index bloat and duplicate content issues common in large fashion e-commerce sites.
CI/CD for SEO
I integrated SEO checks into the CI/CD pipeline using GitHub Actions. This allowed us to automated testing for broken links, missing meta tags, and performance regressions before code ever reached production, safeguarding the site’s technical health.
Key Takeaways
- Proactive Architecture: Thorough planning and a flexible architecture are essential for handling rapid content creation and updates in a fast-paced retail environment.
- Data-Driven Decisions: Effective Technical SEO requires combining data streams (GSC, GA, Server Logs) to visualize anomalies and make informed decisions about crawl capital.
- Automation is Key: Custom automation for meta updates and content reviews saves hundreds of hours and eliminates human error in global deployments.