Oversaturated vegan market meaning tough to stand out and harder to rank.
Looking to differentiate themselves in a market ripe for innovation.
Wanting to increase online traffic leading to purchases.
Flora and Fauna is an iconic cruelty-free and vegan shop that helps customers make conscientious product choices. First established in 2014, they’ve since flourished to stay at the forefront of the cruelty-free movement. Even after all these years, their mission is simple: “to offer everyone better choices”. Their product range offers a plethora of vegan goods from makeup and skincare to clothing and food.
While they have a huge range with over 5500 products, and 240+ brands, online plant-based retailers are gaining particular prominence, with an array of vegan products posing significant sales growth. This means Flora and Fauna have been tacked with the challenge of competing in such a saturated market. With the rise of more vegan retailers, the need for evolving digital to stay ahead was key!
Therefore, it was critical for them to better understand what they needed to prioritise in order to boost - or more likely recapture - retention.
After leveraging their locale in marketing tactics, they decided to partner with OMG. Within 7 months, we were able to increase organic search revenue by over 300% - and the future looks promising.
Competition fuels innovation, and standing out amongst the crowd means beating your competition. The make or break moment behind digital marketing success is the implementation of a thorough and comprehensive SEO strategy. After all, how can you ensure that your customers will be able to find your business when they need to?
Laser focused SEO strategies are the key to standing out amongst your competitors online.
Auditing the site to establish a baseline SEO strategy engineered for market success.
Keyword analysis based on relevance, demand, and competition.
Fully optimised on page SEO through the implementation of website content.
Strategic tracking to monitor the success of all SEO efforts.
Strategy & Execution
Let's face it. Ranking at the top of the SERP’s is difficult - even for the most savvy marketers. This is because Google is constantly changing its algorithm. This, amidst the changing landscape of SEO means constant research and analysis is the only way to unlock the full potential of SEO and unleash your brand. For Flora and Fauna, this meant having a detailed overview of their website's current standing - the first step in improving their site's ranking, getting more targeted traffic and increased conversions.
Because if you don’t get it right for day 1, you’ll miss out on a significant amount of search engine traffic. So to extend the life of their SEO campaign, we identified all on-site and off-site issues and put forward the right SEO plan to address them - everything from duplicate content page loading times and search engine visibility.
An audit is essential for visibility, usability and conversions.
The prospect of generating volumes of targeted online traffic and staying ahead of the competition is grounded in depth keyword analysis. For Flora and Fauna, this meant optimising the website for the search engines and increasing domain authority by choosing the right keywords.
To maximise the prospect of generating volumes of targeted online traffic, we had to address the company’s core issue which was ranking for intended keywords.
What we did was look beyond traditional keyword ranking factors, and took a more holistic approach in analysing their site. Once we worked our magic, Flora and Fauna had page 1 rankings for short tail industry terms like ‘vegan makeup’, ‘vegan lipstick australia’, and ‘vegan face makeup’.
Dare we say that content is the most important SEO element of a webpage? The term content is king is thrown around a lot. Sure it’s an SEO best practice, but, when it comes to SEO success, content is the most obvious place to start. Creating a solid foundation amongst other SEO efforts will earn you backlinks and help catapult your website to the top of search engine rankings. Setting a solid foundation for Flora and Fauna meant crafting content that is relevant and unique to user intent. This is because your websites content determines which keywords the pages on your website will rank for, allowing for higher click through rates.
Content was Flora and Fauna’s biggest opportunity to catch the attention of their users, encouraging them to stay on the page for longer, and inevitably make a purchase.