Dirty Works

Google Shopping & SEO

Dirty Works

Dirty Works is the leading beauty line in Sainsbury’s supermarkets. It has a fun, playful approach to beauty with an emphasis on high quality at good value prices. High volume sales is key for the brand both in-store and online.

Emily helped parent company Swallowfield PLC to develop the digital identity & tone of voice for the brand. Initially the emphasis was on social media asset creation & digital content to help support in-store sales & customer service. Due to the rapid growth of the brand both in the UK & international markets, a new ecommerce website was developed & we are now tasked with driving online sales through the use of Google Shopping and longer-term content led SEO strategy.



Working with skincare brand Dirty Works to take ownership of their brand space & increase online purchases through the utilisation of Google Shopping. Our remit included…

  • Merchant center account creation
  • Adwords Account creation
  • XML feed setup / validation
  • Importing analytics tracking
  • Product categorisation
  • Campaign creation
  • Ongoing reporting & refinement
Dirty Works Google Shopping


Our scope of work for Dirty Works included the following…

  • Keyword research, prior to rewriting meta elements.
  • Developing product category landing pages
  • Internal linking of products & category landing pages
  • Robot.txt directives
  • Schema directives.
Dirty works SEO landing pages