Patch Plants – eCommerce SEO Case Study

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!