How this supplement brand increased organic acquisitions 10x in just 12 months
About the project
The ambitious supplement brand, Jude, was winning in a new, untapped market in the UK and aimed to establish an SEO moat and acquire new customers through organic search.
With a single primary product (supplement) and 3 secondary supporting product that also help their target audience’s core problem.
They had scaled extremely well with Meta and Google Ads, both to existing demand but also unlocking new demand through education and community-driven marketing.
With a low SKU count, our focus was primarily twofold. Consistently optimising those product pages to drive high-intent traffic. Supported with a highly relevant content-led SEO strategy.
What we did
Technical Improvements
Despite some initial rankings, the technical setup of the site was messy, which we cleaned up very quickly.
The ‘www.’ version of the site was canonicalised to the ‘non-www.’ version, but the ‘non-www.’ version was redirecting back to ‘www.’ version. It was impressive any page was getting indexed. We opted to use the ‘www.’ version, changed the canonicals to be self-referencing.
The site relied very heavily on client-side rendering javascript, which Google struggled to read much of the content and links on the site – a change of approach here meant Google can now read the entire site.
A few other quick fixes we implemented:
- Fixed the sitemap that was showing a 404 error
- Fixed the robots.txt file that was showing a 404 error
- Removed (noindexed) duplicated product pages that were used for paid ads testing
- Implemented clean pagination on the blog to make all blog posts discoverable
Product Page Focus
With only a handful of product pages (when we had removed any duplicates that had been used for testing for ads), we drilled down deep on the keyword opportunities around these.
We create SEO-driven landing pages for product variations that we couldn’t target just on the product page itself, for example, the different sizes of junior bats, we created a page for each size variation, for example; Size 1 Cricket Bat.
Identified core and secondary keywords we could rank for and set about optimising the pages themselves.
A deep analysis of the top 10 ranking pages for these keywords was undertaken to review exactly what Google was rewarding.
The existing product page was extremely strong in terms of structure and depth of information, so some carefully reworded sections and some additional depth on certain areas meant.
Content-led SEO
With a low SKU count, the standard approach of scaling category pages didn’t apply, instead, the scaling content output is where the core opportunity was to attract the right audience.
With a range of existing content already on site, the first step was to review existing content and rankings and optimise these to gain some initial traction.
We then set to work creating additional content and subsequently published around 70 new pieces of content over the course of 12 months.
All topics were chosen using a prioritisation framework that included search demand, the difficulty to rank and commercial potential. Every topic would be relevant to our target audience.
We have purchased a couple of old brand domains and redirected them to ours, this would have boosted our overall domain authority making it easier and quicker to rank for our target keywords.
Traffic to the blog has consistently improved (a minor blip when most blog posts were noindexed did set the growth back slightly but all traffic returned and grown further since).
A lot of this traffic, whilst highly relevant, is distinctly upper funnel traffic and therefore very unlikely to purchase whilst reading the content.
So we looked to capture as much of this traffic as possible using pop-ups and in-content newsletter sign-up fields – leveraging lead magnets to entice the sign-ups.
We are currently tracking around a 5-10% sign-up rate and a nearly 20% conversion to customer from the sign-up rate within 30 days, thanks to a detailed, educational welcome series and offer.
Authority building
Jude had built up some natural traction from their extensive paid ads and brand marketing campaigns, and we looked to double down on this by leveraging consistent digital PR activity.
The incredible services of Sabot for ongoing reactive campaigns performed exceedingly well.
With an in-house doctor, we managed to secure links from major publications, including:
- NYPost
- Ladbible
- The Mirror
- Yahoo News
- MSN
- Delish
- The Sun
- Express
- Metro
- Huffington Post
- EatingWell
And many others, including a range of local publications.
The results
In just over 12 months, we have 10x’d their weekly non-branded organic search acquisitions.
We have added tens of thousands of new subscriber to their newsletter to be further educated and sold to.
Traffic continues to grow, in just the last month since writing this quick case study, traffic has grown an additional 15% month on month.
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