Nutridome is a Polish e-commerce shop operating in the organic cosmetics niche. The products available there are mainly cosmetic accessories and cosmetics formulated with naturally derived ingredients.
The campaign target audience
- People who pay attention to the quality of cosmetics, and are interested in natural self-care
Target audience for external content publications and digital PR campaign:
- Beauty, health and lifestyle influencers, bloggers and journalists
- Multiple online media platforms, e.g. news, fashion, beauty and lifestyle magazines
Goals and Results
Objectives over a 11-month cooperation, 03.2020 to 02.2021:
Goal: To increase the number of keywords ranking in the TOP3 and TOP10 of Google search results, by 300% each (TOP3 – from 6 to 24, TOP10 from 89 to 356)
Result:
- TOP3: increase from 6 to 203 keywords (increase by 3283%)
- TOP10: increase from 89 to 913 keywords (increase by 926%)
Goal: To increase sessions from organic traffic by 150%
Result: Sessions from organic traffic increased by 376%
Goal: To increase organic traffic on the blog
Result: before we started cooperation, the blog was small and there were only a few organic visits. The traffic started to grow seriously in August 2020, and in February 2021, we recorded a crazy increase by 12,271%
Goal: To acquire 50 new referring domains by external content publications
Result: Increase in the number of referring domains by 79 (from 119 as of March 1, 2020) to 198 (as of February 1, 2021)
Goal: To generate 40 external publications and acquire a minimum of 15 dofollow links with a digital PR campaign
Result: There were 55 publications about our digital PR campaign, including leading magazines such as Forbes, we acquired a total of 22 follow links
https://www.forbes.pl/gospodarka/wydatki-polakow-ile-przeznaczaja-na-zakup-srodkow-higienicznych-i-kosmetykow/2wqs3w8
Goal: To increase the revenue from organic traffic by 150%
Result: The revenue from organic traffic increased by 535.51%
Goal: To increase the number of transactions from organic traffic channel by 150%,from 3,031 to 7,578
Result: The number of transactions from organic traffic increased by 727.58%
Strategy
- Initial keyword research and content audit of the blog (NMAG), e-commerce category pages and product descriptions
- Improvement of old content (better optimisation for SEO)
- Writing new engaging content for the blog, in line with client’s brand communication strategy, about skin care and natural cosmetics – 5 new blog posts/ month
- Contributing articles on external platforms relevant to Nutridome, acquiring valuable links to support SEO visibility – 5 external publications/month
- Creating one creative digital PR campaign and promoting it through email outreach
- Regular monitoring of the campaign’s effectiveness and results
Execution
Initial implementation activities:
- Keyword research to define a keywords database for further content creation and optimisation for SEO
- Content audit of the blog (NMAG), e-commerce category pages and product descriptions. Rewriting old content straight away to achieve better keyword optimisation and value for the users
- Thanks to extensive keyword research, we created a long list of creative topic ideas for new blog content that would be both engaging for the users and well-optimised for SEO
- We also prepared a list of prospective platforms (blogs, magazines) for external publications
Regular activities:
- Consistent creation of 5 blog articles per month related to skin/body care tips and cosmetics. Because our objectives were also about growth of transactions and revenue from organic traffic, we had to remember to mention relevant products/e-commerce categories and link to them whenever the context allowed for it
- Acquiring external links through publishing 5 articles per month, on websites thematically related to Nutridome
Digital PR campaign: How do Poles take care of themselves? A report.
https://nutridome.pl/nmag/jak-dbaja-o-siebie-polacy
- To produce a unique, thought-provoking content campaign, we decided to conduct our own research and a survey to collect original data on face, body and hair care routines of the Polish population
- In the survey, we asked c.a. 1500 participants about their daily care routines, preferences, spendings on cosmetics, etc.
- Based on the responses, we created a compelling, in-depth analysis of Poles’ beauty routines. We enriched the data with attractive infographics
- The report was promoted by email outreach to journalists and bloggers from online media platforms
Summary
The goals set by our client were quite ambitious – increase in SEO keyword visibility by 300%, increase in organic traffic by 150%, increase in the number of transactions and revenue from organic traffic. Thanks to an appropriately structured strategy, creativity, consistency and results orientation, we exceeded our initial goals, achieving excellent results. Not only did we increase traffic to the blog and organic traffic to the entire domain, but revenues increased as well. Thanks to the actions taken, the brand has strengthened its image among the audience as an expert in the field of beauty.
Effects
12 271%
Increase organic traffic to the blog.
150%
Increase revenue from organic traffic
727%
Increase in the number of transactions from the organic traffic channel