PROBLEM:
The Essence Vault (TEV) offers a variety of fragrances inspired by some of the leading High Street brands. They partnered with ROAR to enhance the SEO strategy, which was previously performing solidly around their own branded terms but had significant room for improvement when it came to broader search terms related to their perfume and aftershave products. There was also a limited amount of historical data to analyse search performance and make the informed adjustments necessary to improve.
SOLUTION:
The immediate objective of our relationship with TEV, which began at the start of 2024, was to implement best practices in relation to Google’s new Webmaster guidelines. Having built a hierarchy of needs based on SEO analytics and comprehensive keyword research, we significantly boosted the targeting of broader search terms, implementing on-page and technical SEO, as well as supporting them with content strategy and creation.
OUTCOME:
We were able to help TEV and their team significantly improve their online visibility, rank for higher quality terms, and ultimately increase sales. By December 2024, 446,000 users clicked through to the site from Google, with a click-through rate of 3.9% in comparison to the 0.8% industry competitor benchmark. Not only that, we were able to help them attract a much higher-intent audience, which saw conversions from organic search increase by 107.41%.
These SEO improvements translated into significant revenue growth for TEV. The number of purchases from organic search more than tripled, with an almost £10m rise in revenue from £4.5m to just under £14m.
