Health and Wellness Brand Doubles Organic Traffic and Sales from Ads in 13 Months
A leading health and wellness brand, founded in early 2000s and based in lively Toronto, Canada, kicked off a strategic initiative to improve its online marketing strategy. The goal was to boost product sales and increase the brand’s visibility through strategic SEO and Google Ads campaigns. Andava Digital redesign and developed the Shopify store for better conversion, speed, and user experience.
About The Company
Our Client helps customers navigate the world of superfoods, making it easy to enjoy the healthiest foods every day. Founded in 2000 and based in vibrant Toronto, Canada, they understand the challenges of making healthy food choices in a busy lifestyle.
The Challenge
Despite a sharp increase in online traffic during the COVID-19 pandemic, the health and wellness brand faced significant challenges in maintaining this level of traffic post-pandemic. The primary challenges included:
- Modest website traffic before 2022 and a sudden drop post-pandemic.
- Web pages with little to no descriptive content, resulting in low keyword capture.
- Inconsistent publication and lack of optimization for blog articles.
- A decent backlink profile that needed improvement for better online authority.
Services Provided
- Shopify Design and Development
- Website Management
- Comprehensive SEO Audit and On-Page Optimization
- Content Marketing and Keyword Strategy Overhaul
- Strategic Link-Building Campaign
- Google Ads Marketing
Strategy and Solution
To address these challenges, the strategy focused on enhancing the organic search presence of the brand’s website. The key actions taken included:
- Website development – With a help from a strategic partner we redesigned the whole store for better user experience, conversion flow and look. Andava Digital’s team coded the new theme in Shopify from ground up to improve the speed and maintain the website.
- SEO Audit: Conducted a comprehensive SEO audit to identify key areas for improvement in the website’s structure, design, content, and user experience.
- On-Page SEO: Optimized the internal linking profile, meta tags, content addition and optimization, publishing new blog posts and optimizing existing ones, and refining product descriptions with targeted keyword usage.
- Content Marketing: Regularly published both trendy and evergreen blog articles to target relevant and high-volume keywords.
- Link-Building: Launched a link-building campaign to improve domain authority and attract relevant traffic from external websites.
- Programmatic SEO: Enhanced internal linking and overall website structure to improve Google rankings and the quality of traffic for commercial keywords such as “Fruit powders,” “greens powders,” “dried fruit snacks,” and “organic detox.”
- Google Ads – Setting up the merchant center, feed management and optimization, targeted campaigns, promotions.
Business Impact
The strategic initiatives led to remarkable improvements in traffic, engagement metrics, and search engine rankings. This case study demonstrates the effectiveness of a comprehensive SEO strategy and targeted content marketing in enhancing the online presence of a health and wellness brand.
- Organic Traffic Increased by 190%
- Return on Ads Spent increased from just to 80% to 400%
- Decreased overall CPA by 300% for both channels
- Conversion rate increase by 5x (overall)