FROM

DAVID

TO GOLIATH.

Challenge

How can we introduce a new brand into the crowded UK CBD market using only SEO as the weapon of choice and deliver tangible results quickly?

Some of the ongoing challengers we'd been faced with:

1. The website and domain were fairly new, we were essentially starting with a blank canvas.

2. Due to laws around the plant, our paid search strategy was out of the question and SEO was the only option.

3. The competition on page one for CBD products is made up of household names such as Sainsburys and Holland & Barrett.

Strategy

We broke the strategy down into 4 key areas:

CONTENT IS KING
As content was very much king with this project, we decided to build a solid foundation of FAQ’s and ingrained them throughout the site. These FAQ’s were heavily studied via rigorous keyword research in tandem with a constant flow of educational pieces released to position the brand as a thought leader.

LASER TARGETING
Using competitor data as a benchmark we looked for gaps and opportunities to exploit. Firstly looking for keywords and article titles not yet dominated by the big name brands and then we shifted our focus to finely tuned shortlists of bloggers, magazines and websites to reach out to as part of our link strategy.

BEST IN CLASS
Once our content strategy was in place it was time to implement a best-in-class SEO line of attack! We left no stone unturned, from Meta Data to On-page elements, Technical SEO, Rich Snippets and a Link Building game so strong the industry were left running out of superlatives as we suddenly appeared on page 1 of the SERP’s and began to take it by storm.

INCREASE CONVERSION RATE
Traffic was starting to build but sales were not moving at the same pace. Conventional CRO was out of the question due to budgets so we had to think outside the box. We tested various headlines and descriptions for our Meta, then added cross linked products, and finally real reviews to the site & SERP listings to ramp up conversions.