Evidence/Case Studies/Smellacloud

Smellacloud

The Background

ClickSlice was hired by the online Ecommerce giant in the diffuser space, Smellacloud.

Smellacloud sells aroma diffusers, essential oils and other aromatherapy products. By default, this means they’re in a daily battle with big-name retailers like Amazon, Boots, John Lewis, and The Range, just to name a few! No matter what keywords we decided to target, the competition would be some of the toughest out there. These giants have whole departments across the globe dedicated to claiming those top Google spots. However, no matter who you’re up against, you can always win the top spot if you work smart.

Smellacloud was already doing well in the Netherlands with their .nl domain, however, when they built out a new site (the .co.uk version) and tried to replicate their success in the UK, they ran into a few issues.

So, they reached out to us and we put together a custom campaign to help boost their websites visibility and sales.

Our Ecom SEO process is broken down into 4 parts

1. The Keywords

Step 1 of any SEO campaign should always be keyword research.

Without knowing what you want to be visible for, it’s impossible to optimize your site efficiently.

We spoke with the client to determine which products and ranges had the highest margins and which ones made most sense to target.

We agreed on targeting a total of 58 keywords, here’s a snapshot of some of the agreed terms

“aroma diffuser”

8,100

searches PER MONTH

“wooden diffuser”

590

searches PER MONTH

“wooden oil diffuse”

210

searches PER MONTH

Once confirmed, we then categorized the keywords to determine which pages were best to target them on.

There were two main types of keywords.

Keywords that had an informational intent behind them.

Keywords that had a buying intent behind them.

The former were targeted on the blog, and the latter were targeted on either the collection or product page.

2. Technical SEO

Before we started to write content targeting those keywords, we made sure the site was structurally sound.

We:

Improved the sites loading speed

Fixed all broken links

Optimized meta titles and descriptions

Fixed the silo structure

We also added all the target pages in the menu of the site which helped generate more click through traffic to the pages too.

The easier it is for a user to find your page, the better.

Lastly, we analyzed the backlink profile of the site to determine which pages had the strongest backlink profile, once indentified we went into the page and added relevant internal links to help that link juice flow to our target pages.

3. Content creation

Once the site was structurally sound, we began writing optimized content to target the keywords we discovered.

We created dedicated topically relevant blogs around each unique informational intent keyword and got them uploaded onto the site.

We then wrote optimized buyer intent content and added it to the relevant collection pages.

The topically relevant blogs all internally linked back to the relevant collection pages.

This boosted the topical relevance of the collection pages.

We also added links from the collection page to the blog pieces to establish undeniable topical relevance on the client’s site.

4. Link building

Now that the relevance was established on the site, the last missing cog was ensuring the client’s site was authoritative enough to rank for the keywords.

The easiest and fastest way to increase your website’s authority is by building high-quality backlinks.

We only secure links from sites that are:

We also added all the target pages in the menu of the site which helped generate more click through traffic to the pages too.

The easier it is for a user to find your page, the better.

The Results

Smellacloud is now dominating the first page of Google and their website is 2,000+ positions higher in Google across all the keywords we’re targeting!

We even managed to beat out the beat retailers and are ranking above Amazon and John Lewis!

Smellacloud is sitting pretty in the #1 spot for “aroma diffuser” which has 8,100 searches a month!

When it comes to SEO, It doesn’t matter who you’re up against, if you can establish enough relevance and authority on your website, you’re almost guaranteed to succeed.

We’re also ranking the client #1 for the wooden keyword variation too.