Healthspan approached Re:signal seeking to improve their SEO performance. Their rankings had taken a huge hit as a result of Google’s Penguin algorithm, so they needed to vastly improve their search visibility. Moreover, Healthspan needed support with their content marketing strategy to increase the brand’s organic search performance.
Defining our goal
We started by working with Healthspan to understand their business goals, and how we could tailor a strategy to support them.
With this we in mind we set a primary objectives:
- To increase Healthspan’s YoY organic search revenue.
- To help Healthspan recover from the negative effects of the Penguin Update.
- Reduce Healthspan’s reliance on paid search spend.
New process, new challenges
In order to achieve our goals, we developed a solid digital content strategy. The overarching idea was to make high quality content that would build the Healthspan brand online. We would deliver this by creating a bespoke content hub centred around nutrition, supported by digital PR campaigns, and underpinned by SEO optimisation.
- We Successfully removed Google’s Penguin penalty to increase search visibility and market share. We were able to achieve this through link analysis, removal and lots of documentation to support our reconsideration requests.
- We set a clear SEO and content strategy around transactional category/product terms. In addition to this, we also built out a nutritional content hub to drive awareness traffic.
- We constructed a range of creative digital PR led campaigns supporting the Healthspan brand. Hiring nutritionists as writers to build up their profiles to showcase on authority publishers.
We built relationships with high quality publishers & influencers, helping our PR efforts take off!
Actionable Insight
1 – We created informational content, in a visual and engaging style.
2 – Through implementation of our strategy we were able to boost Healthspan’s organic SEO visibility, allowing them to cut down significantly on paid search!
The Business Impact
We were able to achieve some fantastic results:
- We removed Healthspan’s Google penalty following link removal and reconsideration project.
- We delivered a 144% year on year increase in organic revenue whilst reducing Healthspan’s reliance on paid search spend.
- We secured coverage on 93 high quality publishers – including Cosmo, Mail Online, the Telegraph, Marie Claire and more.
- We were shortlisted for 2x UK Search Awards – ‘Best Use Of Search in Retail’ and ‘Best Use of Content Marketing’.
“Re:signal delivered an incredible ROI - recovering our organic visibility, before increasing to record levels following excellent digital PR coverage to strengthen the Healthspan brand online”
Jennifer Jackson,
Digital Marketing Manager
