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SEO Case Study

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THE PROJECT

Plant Therapy: Wellness Through Essential Oils

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.

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Services: 

SEO

Content Marketing

THE CHALLENGE

Increasing Market Share

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.

THE SOLUTION

Using SEO and Content Marketing to Boost Rankings

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.

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.

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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.

Plant Therapy Blog
Blog_Plant Therapy

RESULTS

Increased Organic Performance

This combination of technical SEO improvements and onsite content marketing worked together to increase the company's organic search performance tremendously. In addition to a 137% increase in blog traffic and a 68% increase in top 3 ranked keywords, the company also saw the following improvements: 

93%

Increase in Organic Traffic

58%

Increase in Organic Revenue

88%

Increase in Organic Transactions

96%

Increase in Ranked Keywords

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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Plant Therapy:

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"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

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