SEO case: how to synchronize online and offline marketing in the niche of dietary products and get an increase in online traffic by 959%, and revenue – by 1,211%

Service: SEO
Website: steviasun.com.ua
Subject: dietary products
Geography: promotion region – Ukraine
Promotion period: 1.11.2019-31.12.2021

Niche

ООО “STEVIASUN CORPORATION” – manufacturer of healthy food products based on stevia extracts of its own production.

Assortment: Assortment: 100% natural sweeteners with medicinal properties, confectionery products, herbal teas under its own brand “STEVIASUN” and “Korysna Kondyterska.” Products are represented in all supermarkets in Ukraine.

Situation

Company’s USP: healthy, safe products, all sweets from 100% natural ingredients, no synthetic additives. High hygienic standards and quality control of products. The brand is well recognized on the market.

Promotion attempts: targeting advertising and mailing lists in Viber.

Starting conditions at the time of the client’s application:

1. Website was outdated, without a mobile version, and with a controversial design. CMS – Joomla.
2. Traffic: 1,564 sessions per month.
3. Transactions: 0 per month.
4. Conversion: 0% per month.
5. Orders: 0 orders.

Task

1. Change of positioning. Previously SteviaSun products were associated with sweets for diabetics. The new marketing concept is to conquer the healthy food market to become a favorite product for people leading a healthy lifestyle.
2. With the help of SEO gain market share for diet products with the condition that certain words should not be used as keys. For example, “diabetic” and other derivatives. For sugar substitute products, you could not use the keyword “sugar substitute” but instead use the word “sweetener.”
3. Changing associations and attracting a new audience while recognizing the brand as only products for diabetics.
4. Rebranding and changing the target audience.
5. Increasing the number of orders from the website. Before that, sales went offline through supermarket chains.

The products on the marketplaces were in the categories of products for “diabetics,” and their competitors also used such keys. If there were no restrictions, perhaps the results would have been even better.

Action

Change of CMS, website design, and mobile version

In the process, we considered the Google Mobile First Index algorithm. It evaluates the mobile version and determines its place in the ranking depending on its quality. As part of this, we:

• Glued duplicates and website mirrors.
• Optimized the website for secure HTTPS protocol.
• Removed broken links and closed junk pages from indexing.
• Optimized pagination pages.
• Fixed the functionality of adding an item to the cart in the catalog.
• Optimized metadata, added ALT and Title to images to be able to rank by images, as well as to improve the snippet.
• Added all the necessary micro-markup.
• Removed junk WordPress code from the site.
• Added another language version of the site for greater audience reach.
• Adjusted the site’s functionality: sorting, searching, and others.
• Added missing functionality for user convenience, such as the “Buy in 1 Click” functionality.
• Added additional links on the site: HTML map of the site, blog output on the main page, and optimization of the drop-down menu.
• Optimized the site for the YMYL algorithm since the client sells dietary products.
• Added functionality for choosing payment and delivery on the site.
• Added tables to the site to improve query ranking and visual extension of the snippet.

We need to:

• Get the cards on the blog.
• Optimize the functionality of buying cakes to order.
• Add the ability to leave reviews on product cards.
• Finalize the design of product cards.

Changing brand positioning and communicating product value to new audiences

• We created a blog and started publishing articles about the value of the company’s product, the benefits of stevia for human health. We also talked about KETO products and made interesting content that Google and people like.
• We added a section of recipes with stevia to the blog. Published them on the website and product packaging.
• We created promotional web pages. The goal of each was to get the users’ data offline and online, to popularize the brand, and reach a new audience. For example, when we announced a lottery for the New Year’s holiday, the client printed riddles on the product, and the answers had to be published on the site in a special section.

Result

Constant growth of income and traffic. Let’s compare the results of the first and the last month of cooperation:

1. Traffic increased by 959%, from 1,564 to 1,493 sessions.
2. E-commerce revenue increased by 1,211%.
3. The number of e-commerce transactions increased by 1,430%.

We also improved the structure, optimized the website for new brand queries, and communicated the value of stevia to the user.

Traffic changes from 11.2019 to 12.2021, from 1,564 sessions to 14,993 sessions per month on free traffic

In percentage terms, the site’s revenue increased by 1,211%, and we think this is an excellent result

Project visibility over the entire period:

Dynamics of key phrases for which the project is ranked: