Boosting organic growth and brand authority for a leading herbal wellness eCommerce brand
Company Overview
- Industry: Herbal Wellness / Organic Personal Care / Superfoods
- Business Type: B2C eCommerce (Direct-to-Consumer)
- Headquarters: United Kingdom
- Employee Count: ~25
- Products: Herbal powders, organic teas, hair oils, skincare solutions, pet wellness powders
Challenges
At the start of the SEO engagement, Herbal Aura was facing:
Low organic traffic: Most traffic came from paid ads and social; organic search wasn’t bringing much engaged traffic.
Poor keyword rankings: For many high‑value keywords (“organic skin care”, “natural henna powder”, “herbal tea”, etc.) the site was ranking on page 3–5 or worse.
On‑page SEO issues:
- Duplicate or thin content in some product or category pages.
- Missing or non‑optimized title tags, meta descriptions.
- Slow page load times, especially on product category pages and mobile.
- Weak internal linking.
Low conversion from organic traffic: Even visits from search were not converting well (high bounce rate, low time on page).
Limited content strategy: Few blog posts, irregular content, not targeted to user intent.
Strategy
To achieve these goals, the following SEO strategy was designed and executed:
Keyword Research & Priority Mapping
- Identified high‑volume, low/medium competition keywords relevant to products (e.g. “henna powder UK shipping”, “benefits of tulsi tea”, “organic skin care routine”).
- Mapped keywords to pages (product pages, category pages, blog content). Created a keyword priority sheet.
On‑page Optimization
- Optimized title tags, meta descriptions, H1/H2 headings, image alt texts to include target keywords.
- Improved product page templates: ensured each product has unique descriptions emphasizing benefits, ingredients, usage.
- Cleaned up duplicate content issues; canonical tags where needed.
Speed & Technical SEO
- Performed website audit; optimized images (compressed, lazy loading).
- Improved mobile responsiveness.
- Reduced server response time; enabled caching, CDN, optimized CSS / JS delivery.
- Created clear site structure with logical categories and sub‑categories; improved internal linking so important pages had good link equity.
Content Strategy
- Launched a blog content calendar: regular articles (once per week) on topics like “How to choose natural skin care”, “Herbal teas: which for sleep / digestion / immunity”, “DIY face masks using plant powders”.
- Created some long‑form Pillar Guides (2000+ words) targeting broad topics (“Ultimate Guide to Henna For Hair”, etc.).
- Used content to target search intent: informational, commercial intent, review/comparison posts.
Off‑site SEO & Link Building
- Reached out to herbal / wellness bloggers and magazines for guest posts.
- Created shareable assets (infographics, herbal benefits charts) to attract backlinks.
- Leveraged social media & influencer marketing to get brand mentions & links.
Monitoring, Analytics & Conversion Optimization
- Installed/used tools: Google Analytics, Google Search Console, Ahrefs / SEMrush.
- Tracked keyword rankings weekly; organic traffic trends, bounce rates, time on page.
- Ran A/B tests on product page layout / call‑to‑action buttons / trust signals (reviews, certifications).
Timeline & Execution
| Month | Major Actions |
|---|---|
| Month 1‑2 | Full technical & on‑page audit; implementation of fixes; keyword mapping; content calendar planning. |
| Month 3‑5 | Publish pillar content + regular blog posts; begin link outreach; image & site speed improvements. |
| Month 6‑8 | Optimize conversion paths; internal linking; expand keyword targeting to related long tail; continue link building. |
| Month 9‑12 | Consolidate gains; refresh older content; scale content; evaluate possibility of international / additional channel targeting. |
Results (12‑Month Impact)
Here are the results after 12 months:
| Metric | Before | After | % Change |
|---|---|---|---|
| Monthly Organic Sessions | ~5,400 | ~10,700 | +98% |
| Top‑3 Rankings for Priority Keywords | 3 / 10 | 7 / 10 | +133% |
| Average Position for Top 20 Product Keywords | ~28 | ~12 | Improved significantly |
| Bounce Rate from Organic Traffic | ~68% | ~45% | −23 percentage points |
| Average Time on Page (Blog Posts) | ~1 minute 45 sec | ~3 minutes 20 sec | +89% |
| Conversion Rate from Organic Traffic | ~1.1% | ~2.4% | +118% |
| Page Load Time on Key Mobile Pages | ~6.3 seconds | ~2.9 seconds | −54% |
Key Takeaways
User-focused content drives real engagement
Creating in-depth, educational blog posts and informational guides around herbal health topics significantly increased session duration and lowered bounce rates. Visitors were not only landing on the site but also spending more time exploring and engaging with the content.
Technical SEO is the foundation for growth
Improvements to mobile page speed, navigation, and overall site structure led to higher search rankings and a better user experience. These changes reduced friction for both users and search engines, directly contributing to better organic performance.
Smart keyword targeting delivers faster results
By focusing on long-tail and mid-competition keywords aligned with search intent, Herbal Aura was able to gain traction faster in organic search. These strategic keyword choices brought in qualified traffic early in the campaign.
Internal linking boosts site authority and performance
A carefully planned internal linking structure helped distribute page authority across the site. This not only improved crawlability but also gave underperforming pages a lift in rankings by connecting them to stronger, high-traffic content.
Consistent link building strengthens credibility
Targeted outreach and the creation of valuable, shareable assets led to backlinks from reputable wellness and health websites. These external signals enhanced domain authority and supported sustained growth in keyword rankings.
