Purecare’s exposure earned ~$5500 in monthly organic value plus 60 referring domains, both of which bring ongoing value to a bedding brand looking to differentiate itself from the competition and get its name on new customers’ lips.
Bedding brands often differentiate themselves on organic materials, luxe fabrics, and lifestyle — not health. But Purecare wanted to capitalize on its partnership with Dr. Andrew Weil and its expertise in the science of a good night’s sleep.
For this eCommerce to grab SEO traffic, the content team needed a strong strategic approach to owning its science-forward niche while also capturing as much traffic from other keyword competitors as possible.
Problem
Purecare had success in a small niche with distributors and in-person points of sale. But it was virtually unknown online, drawing just over 1K monthly web visitors and having minimal brand differentiation or recognition. Competitors got seen in physical stores and online; they were reaping the benefits of a flywheel that Purecare hadn’t begun to build.
But to make it work, they needed a content strategy that would lean into branding and traffic.
Approach
We conducted a competitor analysis to find opportunities in SEO in Purecare’s top branded areas and developed a 6-month plan for 18 blogs and 4 digital PR Campaigns — 2 traditional campaigns and 2 non-published “quick hits” that would allow them to lean into heavily trafficked areas that didn’t align with their overall web presence goals.
We laser-focused blogs where traffic and brand overlapped, clustering keywords by topic into pillars that could perform out of the gate, with a relatively short engagement and fewer pieces of overall collateral. We agreed to create 18 SEO blogs and 4 digital PR campaigns, targeting local news outlets with geographically relevant stories to earn high-authority, attainable links.
We looked at our engagement as pillar content construction with a cherry on top.
Results
In September of 2023, Purecare had 2,144 monthly organic clicks; by the end of April, it brought in 15,560 new readers every month. Organic traffic that was once worth $1,567 was now bringing in $7,050 per month, enabling massive new funnel construction and measurement, email campaigns, and, above all, brand recognition.
Over a year later, Green Flag digital blogs are 5 of the site’s 6 highest traffic-earning pages, bringing in 67% of the site’s overall traffic month after month. That’s supported with digital PR wins: the brand now boasts 532 linking websites, and 5400 overall backlinks (95% dofollow).
And in our own campaigns? The site earned 60 links from our 2 traditional and 2 “quick hit” campaigns, with links averaging a domain ranking of 62. We routed popular, but less brand-targeted, campaigns to product pages to streamline Purecare’s branding goals and ensure the payoff was shared from top-of-funnel information articles to commercial-intent pages.
Despite no new blog or PR content being published, Purecare’s organic monthly traffic remains above 11K monthly, 1.5 years later.
Summary
Purecare’s SEO push was successful in a commercial space with competitive keywords because so much work was done to identify the overlap between opportunity and branding, and to commit to traffic as a goal.
SEO efforts were supported by a growing organic backlink profile that continues to point to Purecare, and keeps bringing in traffic. Together, the 2-pronged approach was a traffic windfall in a short time.
Looking for a partner that can combine strategy and content creation at scale? Get in touch and let’s talk about your project.