Fether is an Australian owned self-care brand founded with the sole purpose of making clean, effective premium Australian-made skincare at a price point that makes it attainable for everyone. With more and more people leaning towards products that are not only good for their skin but also the environment, the brand has its foot heavily in the game and is fast establishing itself as a brand to look out for in the future.
177% increase in organic revenue within the first 3 months of an ongoing SEO strategy
58% increase in organic New Users. Qualified new users were finding the site.
220% Increase in Website visibility. Multiple new keywords started performing.
With so many skincare brands on the market, the biggest challenge is visibility. So much competition makes it extremely difficult to not only stand out but to be seen at all. You need your products in front of eyes to sell. This comes especially hard for a brand that is only new to the market.
When we sat down with Fether to discuss objectives, they had already been running Google Ads and Facebook Ads but had spent very little time on any kind of SEO work. They were on the right track running ads as a new business to get in front of eyes. Still, unfortunately, to guarantee sustainable results and ensure profitable growth, you need to concentrate on something that offers you long term results and run alongside Ads.
Key Challenges Solved
We established that organic traffic was an area we needed to focus on. It would take some serious efforts to stand up against the competition, with many stand-alone and well-established brands and big, well-recognised international beauty retailers already doing so well, holding most of the market share in Fethers competitive space. An overarching and multi-faceted SEO strategy was a top priority.
- Minimal to no visibility.
- Minimal brand awareness.
- Low organic revenue.
- Low traffic
The challenge was evident and presented in black and white. As we do with every client, we took a step back and looked at the business as a whole, then developed a strategy to suit. We walked the client through our thinking, approach and the necessary steps it would take to ensure results and ultimately achieve the desired outcome.
- Competitor research
- Keyword research
- Site architecture
- Backlink building
1. Competitor Research
With the vast competition Fether was up against, we had to establish who was their ‘perfect competitor. It was essential for us to know exactly what key competitors were doing well, how they were achieving it and where we could improve upon their efforts. We needed to not only match the competition but do better than them. This may not seem important; however, if you understand why someone else is at the top, it gives you a clearer idea of what you have to do to get there yourself.
2. Keyword Research
When trying to impact a market that is oversaturated, it’s crucial to choose keywords relevant to your business or product to ensure that you’re hitting your target audience and have a higher chance of that audience converting. While this may seem obvious, a lot of time went into research to ensure that our efforts would get results. We put together a dense list of keywords that included not only product-specific terms but also broader high volume terms.
3. Keyword Mapping
It’s important after you have your keyword research to really hone in on what are going to be your breadwinning terms. Based upon our research, we narrowed the extensive list of keywords down to the most relevant. From here we mapped those keywords across the site and decided which pages should be targeting which terms. Because Fether offered ingredient or result based products, we chose to target the more specific terms to the individual product pages. We then started getting slightly more generic as we moved out through the collections pages and ended up on the homepage, targeting the significant volume non-specific keywords. This made sure that those searching for particular things, i.e. ingredients, ended up on the right product page straight away, increasing the chance of a conversion.
4. Backlink Building Strategy
An effective backlink strategy is vital to building trust. It helps to ensure that search engines recognise your site as legitimate. Because Fether was a relatively new site, we felt it was especially important to include a backlinking strategy. We wanted to efficiently improve website rankings and search engine visibility while at the same time building trust. A strong backlink strategy is a key element of SEO’s long-term success.
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