Achieved 232% increase in Organic Revenue for a Herbal Beauty and Skincare Brand

About The Client

Lotus Herbals is one of the most trusted and popular skincare and makeup brands, offering premium quality herbal and natural cosmetic products. These products are based on traditional Ayurveda and are manufactured after extensive research to provide something better, more natural, eco-conscious, and sustainable to consumers. 

The Challenge

Lotus has been a well-known brand for more than 30 years. While the brand flourishes in the offline market, online visibility and organic traffic are a different game altogether. Lotus Herbals was facing the unique challenge of not receiving high-quality organic traffic, thereby impacting its top line funnel. It was also struggling to keep up its visibility in the search engines for relevant queries. 

Understanding the skincare market

Inclusivity, holistic approach and usage of herbal ingredients have revolutionized the skincare industry. To capture the market, understanding the needs of the consumers is the need of the hour. Conducting extensive research led to crucial revelations that helped in the creation of an effective SEO strategy for Lotus Herbals. 

The Approach

Enhancing the quality of inbound traffic is instrumental in driving organic revenue growth. It improves click-through rates while enhancing the overall visibility of the website at the same time.  To achieve these tasks, we curated a customized and comprehensive E-commerce SEO strategy. 

Summary

• Extensive keyword research and analysis to pick high-converting keywords
• Optimizing meta tags, description, site architecture, schema structure and interlinking to improve on-page SEO
• Backlinks competition analysis to improve referring domain numbers
• Strategic content optimization to enhance relevance 
• Regular site audits & competition analysis to discover potential concerns for technical & onpage SEO optimization

Keyword Research and Analysis

Keyword research and analysis are foundational elements of a comprehensive SEO strategy. These activities involve finding the right keywords and using them strategically to improve search engine visibility. 

Our roadmap to improve Lotus Herbals’ organic traffic included the use of a wide range of tools and techniques to identify relevant and high-converting keywords. Our initial focus was on leveraging tools like SEMrush, Google Search Console, and Google’s Keyword Planner. 

Next, we focused on conducting a thorough competition analysis and explored the most commonly searched queries on Google.

With our comprehensive strategic SEO approach, we carefully selected commercial and transactional keywords that are pertinent to specific products and collection pages to ensure we can get relevant traffic to the website.

The user-intent keywords are effective for driving traffic and boosting click-through rates. We also prioritized keywords based on search volume, competition, and relevance to Lotus Herbals’ offerings.

We have 2623 keywords ranking in the top 10 in April 2024

On-Page SEO Optimization

Following the completion of keyword analysis, we meticulously selected relevant keywords for each page of the website and optimized meta titles, descriptions and headings accordingly. This optimization significantly impacted the appearance of the page in search engine results pages (SERPs), enhancing its appeal to consumers and driving traffic to the site.

To enhance visibility in search results, we implemented various schemas for the Home page and top collection pages. These included combined, products, sitelinks, reviews, Breadcrumb etc. It helped the search engine have a better understanding of the content, thereby impacting the SERP ranking significantly. 

We also optimized –

• Header structure
• Interlinking
• Meta tags on collection pages

Focusing on optimizing the offer pages has contributed to the visibility improvement in the search results. 

Google uses the E-E-A-T framework to assess the quality of a website and its content. In SEO, it stands for “Experience, Expertise, Authoritativeness, and Trustworthiness.” 

• Experience (E): We ensured the details of the content were tried and tested. The first-hand experience lent more credibility to the content quality. 
• Expertise (E): The authors chosen for the content were highly knowledgeable and qualified in the skincare and beauty niche. 
• Authoritativeness (A): The authority of the website is an indication of the reputation of the brand in the industry. We also build backlinks from other authoritative websites in the industry.
• Trustworthiness (T): We ensured the website was safe, reliable, and accurate with information. Using SSL, clear and transparent information on contact information and privacy policy helped. 

To improve the CTR (click-through rate), we incorporated offers into the meta titles and descriptions of the Home and Collection pages. It enticed the searchers to instantly click on the page to know more. 

Technical SEO

Ensuring the website is easy to navigate and free from errors that might prevent search engines from crawling and indexing is important. Technical SEO optimization plays a key role in driving traffic to the website. We conducted regular audits to identify and correct technical SEO issues such as crawl errors, alt tags, etc., to improve site speed and mobile-friendliness.

Backlinking Strategy

High-quality backlinks have the potential to empower the off-page SEO strategy significantly. We acquired high-quality backlinks from authoritative websites through both organic outreach and strategic partnerships. 

Following a comprehensive competitive analysis of backlinks, we identified high-domain authority websites for our backlink strategy. Subsequently, we proceeded to create backlinks on these selected websites. This approach has resulted in a significant increase in the number of referring domains and backlinks, without compromising on quality.

Besides, we established brand backlinks through organic and paid guest blog posts to enhance brand visibility. Effective collaboration with the Lotus Herbals team led to the successful leverage of SEO in various brand-building activities like social media promotions, influencer marketing, press releases, and YouTube video promotions. 

Content Optimization

“Content is king” – the phrase is common but rightly so. The power of high-quality, relevant and SEO-optimized content is unparalleled. It has the potential to hook the target audience right away. 

We regularly updated and optimized various content types (e.g., blog posts, product descriptions, etc.) based on keyword research and current trends to maintain relevance. Besides, we optimized the content for the home page and collection pages to combat content fatigue. 

Implementation of FAQs schema to enhance visibility in featured snippets and address common user queries gave us impressive results. 

Competitive Analysis and Collaboration

Understanding the competition and identifying potential strengths and weaknesses is crucial for improving SEO. 

We conducted a thorough competitor analysis based on various parameters –

• Domains: Revealed overall website structure and identified subdomains that were targeting relevant keywords via specific landing pages. 
• Backlinks: Identified potential link-building opportunities.
• Follow links: Understanding the numbers led to a better idea of the competitors’ ranking power. 
• Nofollow links: Disclosed more information on generating referral traffic and brand awareness.
• Organic traffic: Provided insights into the overall SEO performance.
• Organic keywords: Discovered relevant keywords to create a targeted SEO strategy.

For Lotus Herbals, we continuously monitored competitors’ brand-building activities and shared insights with the brand team for strategic alignment.

The Results

Within a period of seven months, the brand showed massive improvements in terms of reach, revenue and authority in the online domain. 

• We have 2623 keywords ranking in the top 10
• Impressions have increased threefold from 1.9M to 4.52M
• Clicks have almost doubled from 24.5K to 45.7K
• Organic traffic increased by 82.5%
• Organic revenue increased by 232%