If there's one sector that has gone through major changes in recent years, it's health and everything around it, from dental clinics, to psychologists, to ecommerce of health products or food supplements (Link: Semrush overview: "Natural Health").
This time we want to show you the evolution of a Natural Health Sector SEO Case Study, despite the challenges in the sector. It's a national startup, an ecommerce focused on natural health and wellness, with presence in 4 countries.
If we look at the sector from a demographic standpoint, purchases are mostly made by women aged 30 to 55. From a more qualitative standpoint, a large share of customers share an interest in health and wellness, toxin-free products, and care for the environment with responsible, sustainable commerce. Bio-ecommerce has become fashionable.
Steps we followed in the Natural Health Sector SEO case study
Define a solid strategy and set of actions
The project in question was migrating from its current Magento 1 online sales platform to a more modern Magento 2 setup. It's worth noting that Magento 1 and Magento 2 are very different platforms, so the migration meant creating a new online store where the functionality used on the original version had to be replicated.
Fortunately, the startup had a team of developers specialized in and fully dedicated to these tasks, which let us focus on purely SEO-oriented work.
The importance of a well-defined architecture
In a project of this scale, it's crucial to set the baseline and guidelines for a clear, organized architecture that not only helps Google crawl the project but also delivers a good user experience.
Among the project's main actions, the following stand out:
Content is king, or how to improve your rankings with the right keywords
Keeping the structure from the previous section, content-level changes were rolled out. In this case there was also a team of writers specialized in the different topics, which made it easier for us to improve the pages we flagged from an SEO perspective.
This action allowed us to give the main pages quality content for both users and Google. A solid analysis of related entities and concepts helped us enrich the content and add more SEO value to it.
Priority was given to Top URLs, chosen both from an SEO and, primarily, a business standpoint, with the intention of speeding up visible results in organic traffic, rankings and conversions.
As a notable data point, after applying improvements to content, title, descriptions and Hs, one of the highest-volume keywords related to phytotherapy moved from page 3 to the Top 5.
Content expansion and optimization continued for the rest of the sections. Keep in mind this is an ecommerce with a large number of records that change regularly.
A well-planned off-page strategy
Beyond the content strategy, a link-building strategy was planned and launched to strengthen and naturalize the current link profile as well as continue improving site authority.
This is a project with high authority and significant branding work. Because of this, we also reached out to specific related blogs and contextualized digital media where the brand was mentioned.
Visibility index evolution
In the following chart we can see how the project's Sistrix visibility index has grown over time:
Since the actions began in August 2019, and as we can see in the Semrush chart, there's a shift in the organic traffic trend driven by the actions taken.
Likewise, an increase in ranked keywords was recorded during the period when the actions were executed:
There's been a gradual uptick in terminology based on the content optimizations carried out.
According to the data logged in Semrush in March, the project has roughly 50k keywords ranked on Google Spain and 11k ranked in the Top 10.
Continuity and project progress
From the start of the project, a working process was set around identifying one keyword per product URL. Due to the large number of products the project has, work was split into several phases.
In addition, follow-up guidelines were organized to tackle the migration, each with specific steps to follow. The highlights include:
We also worked on deciding the best options for launching an own brand and defined the task planning related to international SEO.
We're dealing with a project with significant reputation that, with all the actions taken, has shown meaningful evolution in both organic traffic and revenue, and the projections for the new launch are expected to keep moving in the same direction.