Optimising every product page, not the best sellers.
With a catalogue this size the long tail is the opportunity. That only pays if each page carries a proper title, H1 and description.
Ecommerce ·Fragrance
Organic traffic grew more than 8x.
The Fragrance World came to us having done no SEO at all, in a category owned by Boots and Superdrug. Domain strength had to come first.
8x
Organic traffic
From a domain with no SEO history at all.
National
Retailers as competition
Boots and Superdrug, on a fresh domain.
Catalogue
Optimised end to end
Titles, H1s and product descriptions, product by product.
Client
The Fragrance World
Industry
Ecommerce (perfume & aftershave)
Reach
Nationwide
Services
SEO · Content · Technical · Links
A live site with no SEO history behind it.
The Fragrance World is a perfume and aftershave store competing against some of the largest online retailers in the world. When they approached us they had done no SEO. They knew it was a big opportunity.
In SEO terms we were essentially dealing with a brand new site. It had been live for a little while, but it had no history: no links, and no optimised content.
The perfume industry is very competitive. Competing with the likes of Boots or Superdrug on a fresh domain was not likely to happen, so we needed to build overall domain strength quickly.
The same catalogue, a different level of visibility.
No chart. The comparison is the chart.
Before
- No link history and no optimised content
- Invisible against the national retailers
- Product pages competing on nothing but the product name
- No content assets ranking on their own
- Growth dependent on paid and direct
After
- Organic traffic up more than 8x
- Product pages optimised across the catalogue
- Competing in SERPs the national retailers own
- Content assets that rank on their own
- Links arriving organically, without being chased
Three phases, named by what they did.
A large catalogue is an advantage, but only once every page is worth ranking.
Phase 01
Turning the catalogue into an advantage.
The great thing about TFW is that they have a lot of products, and more products gives us more opportunities to compete in the SERPs. We just had to make sure the pages were properly optimised, with the right titles, H1s and product descriptions.
Phase 02
An outreach system, not a campaign.
A lot of the success on this project was always going to come off page, so we put together an extensive outreach system rather than a one off push.
Phase 03
Content that earns links while it sits there.
We created content that would naturally be linkable, covering just about everything within the perfume and fragrance industry. Those assets now rank on their own and build links completely organically.
The decisions that disproportionately mattered.
Three choices did most of the work.
Building domain strength before chasing head terms.
On a fresh domain, going straight at the terms Boots rank for would have wasted the year. Authority first, head terms after.
Covering the category thoroughly enough to earn links unattended.
Assets that cover the whole subject keep ranking and keep attracting links long after the outreach stops.
What it added up to.
Organic traffic grew to more than 8x where it started, from a domain that had no SEO history at all when we began.
The content assets built along the way now rank on their own and continue to attract links without being pushed. That is the part that keeps compounding.
Your version of this
Selling into a category the big retailers own?
Send us your URL. We will run your store through the same first pass we ran on The Fragrance World, and send back a 15 minute video walkthrough of what we would do. Or whether we are the right people to do it.