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Case Studies/Snus Down Under
Snus Down Under partnered with us to strengthen their organic visibility across both Australia and New Zealand. The niche, however, comes with a unique regulatory challenge: nicotine pouches require a prescription in Australia, which limits typical SEO strategies and restricts the buyer funnel.
Because of this, a major part of our strategy involved building trust, authority, and search presence in New Zealand, where the product can be purchased legally without prescription. The client needed a sustainable SEO approach that complied with regulations while still capturing commercial intent across both markets.
We focused on the keywords with the highest purchase intent across the region:
01
Full SEO Audit & Foundation Setup
We began with a comprehensive SEO audit to ensure the site was technically sound and compliant with the strict standards required for YMYL (Your Money, Your Life) content. This included refining metadata, strengthening internal linking, improving content structure, and ensuring Google could properly understand and index product pages.
02
Advanced Schema Implementation & Structured Data
Because Snus Down Under operates in a health-adjacent space, trust and clarity are essential. We implemented full, robust schema markup across the website to support authority, relevance, and indexing:
This helped establish credibility and strengthened Google’s understanding of the website in a regulated niche.
03
YMYL Compliant Content Strategy & Blog Expansion
Nicotine-related content falls under strict YMYL scrutiny, so we developed a content strategy designed to meet Google’s highest quality thresholds.
Our approach included:
This significantly accelerated ranking velocity, especially across New Zealand.
04
Prioritising High-Value Pages for NZ
The client expressed a priority for the page targeting “Buy nicotine patches in NZ”, anticipating it would drive the strongest conversions long-term.
We:
05
Monthly Backlink Acquisition for Authority Building
To support domain authority and trust in a sensitive niche, we secured high-quality, contextually relevant backlinks each month. Our focus was on building credibility through:
Backlinks played an essential role in improving the site’s competitiveness against established players in the market.
Following optimisation and strategic prioritisation, the “Buy nicotine patches in NZ” term now ranks #1, confirming its position as a major conversion driver.
Comparing the current three-month period to the three months before the SEO campaign launched, Snus Down Under saw a 184% increase in organic traffic.
This growth reflects the strength of the NZ-focused strategy.
Most target keywords including branded terms like Zyn and Velo, as well as broader nicotine pouch searches now sit comfortably on page one, with upward momentum continuing month after month.
Organic Search Is Now Their Leading Channel
Organic search drives 40% of total traffic, making it the largest acquisition channel with paid traffic following at 26%.
The homepage and product collection pages have become their top-performing assets.
This uplift in visibility translated directly into commercial growth. Their organic revenue increased month over month from $27,000 to $48,000, reflecting stronger keyword positions, higher-quality traffic, and improved user trust across New Zealand.
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