A healthy dose of SEO for Nature’s Best
What we did:
- Content SEO
- Technical SEO
- Digital PR
Results:
- +67.1% organic conversion increase
- +65.5% YoY organic revenue increase
- + 34.1% YoY organic & direct revenue
Nature’s Best is a health retailer providing vitamins, supplements, pharmacy products and whole foods. Starting life as a direct mail company, selling from paper catalogues, the brand is focused on mirroring that success in the digital space.
Recognising a need to develop and update their organic search presence, Nature’s Best approached Skittle for help with targeted strategy, content production and guidance surrounding on-site structure and technical fixes.
Working with Skittle has completely changed our approach to SEO. Their expertise, guidance, and collaborative approach helped us significantly improve our SEO performance and deliver measurable results. They have empowered our internal team with invaluable tools and knowledge, setting us up for long-term growth and success.
Challenges
“A need to realign SEO performance and take it to new heights”
After making the strategic decision to remove the Pharmacy section of their site due to low-quality traffic and poor conversion rate, search performance for Nature’s Best had dropped and year-on-year sessions were declining.
The team also indicated they would benefit from SEO education and guidance, in order to facilitate in-house staff to produce targeted content which would perform well in the future.
Nature’s Best approached Skittle with two key business objectives:
- Realign SEO performance and take it to new heights
- Provide education and guidance for those creating content in-house
Our approach
“Implementing quick technical and content fixes, then focusing on long-term & multi-pronged strategy to enable the team”
We conducted a thorough technical audit and identified a prioritisation order for fixes. These included updating the .htaccess file and the XML sitemap to resolve various issues, along with working on improving page speed.
Our initial findings had indicated a large portion of web pages were not performing for Nature’s Best in terms of search visibility, and a strategic approach was needed to identify where pages should be removed, optimised or combined.
In the short term, we worked on implementing quick technical and content fixes to improve on-page performance, then focused on long-term and multi-pronged strategy to enable the team.
We took a multi-pronged approach:
- Optimising pages with onsite opportunities to improve rankings
- Adding fresh research to the brand’s “keyword universe”
- Thorough internal link audit with relevant, fresh insertions
- Assisting with blog writing to improve relevance
- Steering in-house writers with SEO content briefing to improve quality
Deliverables
We provided fresh, targeted content for the website and delivered a structured content calendar for the brand before enabling them to deliver internally with organic optimisation at the forefront.
We provided fixes and guidance around technical SEO and content briefing, allowing the team to self-assess and approach SEO with a renewed strategic focus.
The outcome
“Empowering the Nature’s Best team with long-term SEO capability and delivering measurable commercial growth”
By implementing technical fixes, keyword research, content delivery and on-page briefing templates over a 10-month period, we have delivered significant improvements in several key areas:
Results:
- +67.1% YoY organic conversion increase
- +65.5% YoY organic revenue increase
- + 76.3% YoY conversion rate
- + 34.1% YoY organic & direct revenue
Overall, we have strengthened Nature’s Best’s organic presence and empowered their team with long-term SEO capability, delivering measurable commercial growth and setting them up for sustained digital success.
