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.
Purecare case study at a glance
In short: Green Flag Digital published 18 SEO blog posts and ran 4 digital PR campaigns for Purecare over 6 months. Monthly organic clicks rose from 2,144 to 15,560, and the traffic was still above 11K a month 1.5 years later with no new content. It is an example of what focused SEO content strategy and creation can do with a small number of pieces.
| Client | Purecare, a bedding brand partnered with Dr. Andrew Weil |
| Starting point | 2,144 monthly organic clicks in September 2023 |
| What we did | 18 SEO blog posts and 4 digital PR campaigns over 6 months |
| Organic clicks after | 15,560 per month by the end of April |
| Organic traffic value | From $1,567 to $7,050 per month |
| Links from our campaigns | 60, with an average domain rating of 62 |
| Staying power | Above 11K monthly organic visits 1.5 years later, with no new blog or PR content published |
Problem: strong in stores, nearly invisible online
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: 18 SEO blogs and 4 digital PR campaigns in 6 months
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: from 2,144 to 15,560 monthly organic clicks
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.
Frequently asked questions
Purecare went from 2,144 monthly organic clicks in September 2023 to 15,560 by the end of April, a gain of roughly 13K a month. The estimated value of that organic traffic rose from $1,567 to $7,050 per month.
Twenty-two pieces in total: 18 SEO blog posts and 4 digital PR campaigns, planned and produced over a 6-month engagement. The blogs were clustered by topic into pillars where search traffic and the Purecare brand overlapped.
In this engagement, 2 of the 4 campaigns were non-published quick hits. They let Purecare lean into heavily trafficked topics that did not fit its overall web presence goals. We pointed the links from those campaigns to product pages, so the payoff reached commercial pages as well as blog content.
Yes. With no new blog or PR content published, Purecare’s organic traffic remained above 11K a month 1.5 years later. Over a year on, Green Flag Digital blogs were 5 of the site’s 6 highest-traffic pages and brought in 67% of overall traffic.
Most of the effort went into finding where keyword opportunity and the brand overlapped, then committing to traffic as the goal. Digital PR added 60 links averaging a domain rating of 62, which supported the rankings of the blog content.
Looking for a partner that can combine strategy and content creation at scale? Get in touch and let’s talk about your project.
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