Plant Therapy

SEO Case Study.

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The Project.

Plant Therapy is a retailer of affordable essential oils and other related all-natural products. Founded in 2011, Plant Therapy quickly grew from a family start-up to a leading distributor of essential oils and kid-safe products. They also created the first-ever full line of KidSafe synergies formulated by Robert Tisserand.

"Our ultimate goal is not to be the largest essential oil company; it is to positively impact the lives of as many people as humanly possible - to help them live a happier, healthier, and more productive life."

Chris Jones 

Founder of Plant Therapy

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The Challenge.

While the company had seen a dramatic growth over the past couple of years, they are still a relatively small competitor compared to similar companies. Also, since the company lies in a heavily regulated space, they knew that gaining organic wins was vital to their online success. When they started to notice that their organic traffic and revenue was declining, they realized they needed to act fast if they wanted to be competitive in the space.

In February of 2018, Visiture was brought on to help Plant Therapy improve their brand visibility and revenue. After seeing that their company was experiencing decreasing traffic and organic positions, we started them on our standard SEO program, which combines technical SEO with both onsite content and editorial outreach.

Tactics and Goals.

In the beginning of our partnership, we conducted both technical SEO and content marketing for Plant Therapy. However, after assessing the business and their needs, we found that we were a better partner for SEO strategy and consulting, and producing on-site content was a duplication of their internal efforts.

We then amended our relationship to focus on content strategy, removing the outreach component almost entirely. While we still work with Plant Therapy on their content marketing, this is a deviation from our normal engagement. With that being said, we ended up breaking down this project into two phases: technical SEO optimization and SEO strategy and consulting.

Technical SEO.

To start off our engagement, our technical SEO team worked to complete a comprehensive technical audit of Plant Therapy’s site. From a technical standpoint, the company's website was pretty well structured overall. However, we did find a couple of opportunities to add value. One way that we did this was by adding structured data elements to the site for a more detailed search experience. We also addressed a few site architecture UX recommendations that had an SEO impact.

SEO Strategy and Consulting.

We started our consulting by completing a thorough research of their industry and a striking distance keyword plan to help us to identify attainable keyword wins. We noted that their link equity wasn’t flowing downstream to their product pages very efficiently. So, we worked with their internal teams to create a path built for user experience, conversion and improved site architecture for SEO. -- https://www.planttherapy.com/top-50-essential-oils

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Results.

As a result of these actions, Plant Therapy saw tremendous gains in the last year, including:

Increase in Organic Traffic

93%

Increase in Organic Revenue

58%

Increase in Organic Transactions

88%

Increase in Ranked Keywords

96%

Increase in Top 3 Positions

68%

Increase in Blog Traffic

137%

In addition, thanks to these best practices, Plant Therapy was largely unaffected by the Medic Update by Google, while their competitors saw a significant decline:

Young Living:

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Doterra:

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Mountain Rose Herbs:

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Plant Therapy:

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Conclusion.

Through this partnership, Visiture has been able to help Plant Therapy achieve tremendous results. Organic traffic has significantly increased, which has also translated into increased organic transactions and organic revenue.

In summary, the partnership has been a success. While our engagement shifted, we were able to work together to deliver a customized service for the best possible results for Plant Therapy. Through this, we've been able to form a lasting relationship and we're excited to see future results for Plant Therapy. 

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Quote

"Visiture has been a great partner for Plant Therapy. From strategy through technical audit and situational consultation, we have been able to recognize a notable increase in organic traffic and revenue. We look forward to seeing additional gains as new strategies we've identified are implemented."

Tanya Vaughan

VP of eCommerce and Marketing, Plant Therapy

Data Driven Marketing + Creative Commerce = Results.

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