130% rise in non-brand users acquired by SEO YoY
81% increase to last click SEO revenue
Just shy of 4,000% ROI
The Challenge
Patch sells plants online and helps customers discover the best options for their space, delivering them directly to their door with the necessary care instructions. But the brand runs much deeper for us than that. Patch was one of the very first clients who partnered with us, believing in our vision to grow and scale their SEO over an initial 12-18 month period.
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 and build a research hub
- Indexed filters dynamically for core products offering to target longtail keywords
- Consultancy on brand refresh and improvements to Navigation, PLPs and PDPs
Patch partnered with us seeking a long-term search strategy that would enable them to grow and effectively compete within the online plant market. They already had a great customer base, highlighted through their social media following and engagement. The challenge was to leverage this brand interest and compete with larger, more established brands in the space.
The Strategy
Our strategy initially focused on 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 on-site
- 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 and Sansevieria; Mother-in-law’s tongue
- Improved the targeting of PLP pages to avoid duplication between indoor and outdoor
- Supported the in-house 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 the in-house team to maximise patch hotel for SEO benefit
The Results
Working on the campaign, we achieved the following results:
- 130% rise in non-brand users acquired by SEO YoY
- 81% increase in last-click SEO revenue
- Just shy of 4,000% ROI
Whatt Our Client Said
“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 at Patch
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