Patch

Patch sells plants online. They help customers discover the best plants for their space, deliver them to their door and help them look after them. Patch was one of our first clients and we helped them to grow and scale their SEO dramatically over 12-18 months. Large projects included:

Domain migration to patchplants.com
Launch in Paris
Essential SEO fixes to their headless CMS set up
Onsite content optimisation to target latin plant names & build out a research hub
Indexed filters dynamically for core product offering to target long tail keywords
Consultancy on brand refresh and improvements to Navigation, PLPs & PDPs

IndustryLifestyle

The Challenge

Patch already had a great customer base, highlighted through their large social media following and engagement. The challenge for us was to leverage this brand interest & attempt to compete with larger more established brands within the space.

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Our Strategy

Our strategy initially focused onsite as Patch already had an internal PR team which was building up the brand presence and awareness through relevant publications.

Early on we identified some key fundamentals missing from their headless CMS set up, these included:

Management of the robots.txt file
Management of parameters and filters onsite
Readability of content for Google
Internal linking
Meta and h1 cleanup
Internal linking architecture

Once the essentials were covered we then focused on growth through onsite content and targeting optimisation through the following projects:

Optimised PDPs to target Latin, real names and nicknames for plants e.g. Snake plant & Sansevieria; Mother-in-law’s tongue
Improved the targeting of PLP pages to avoid duplication between indoor and outdoor
Supported the inhouse team to build out the Patch help hub which included incredible help videos and support around the core plants. This supported Google’s thirst for unique content that helps customers to buy throughout the purchasing journey
Index filters to target long-tail search terms like ‘Indoor plants ideal for direct sunlight’
Consulted inhouse team to maximise patch hotel for SEO benefit

and so much more!

“Novos transformed our SEO traffic, working as an extension of the in-house team they were able to help accelerate our growth. Beyond the performance, the service they provide is second to none"

Jim Warren, Head of Marketing

The Results

Non-brand new users acquired by SEO increased by 130% Year-on-Year.
81% increase to last click SEO revenue
ROI of just under 4000%

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