Organic growth for one of Australia's biggest online beauty retailers.
Activeskin ranges hundreds of skincare, cosmetics and beauty brands online. The catalogue is large, and much of the product copy across it arrives from the brands themselves.
A 24 month SEO retainer for Activeskin.
121 ran the organic programme on a continuous monthly retainer.
Audience and keyword research set the map for the programme. On page audits and optimisation then worked through the catalogue, including 81 rewritten SEO product descriptions and content written for level 3 category pages that had been running on template copy.
Content was produced monthly against that map. Across the retainer, 48 content and blog pages were written and optimised, each briefed against a specific keyword target rather than published to a general topic.
Link building ran at a fixed cadence throughout: 20 placements a month, with strategy, execution and reporting included.
The four parts of the programme were planned against the same keyword map each month, so category pages, product descriptions, new content and new links pointed at the same set of target queries. The retainer ran for 24 consecutive months under one team.
The engagement.
Catalogue-scale optimisation
Audience and keyword research, on-page audits and optimisation across a very large beauty catalogue, including 81 SEO product descriptions and level-3 category content.
A publishing engine
Monthly content strategy and development, 48 content and blog pages produced across the programme, each briefed against a keyword target and optimised on page.
Link building at cadence
A standing link-building programme, 20 placements per month with strategy, execution and reporting under one named monthly line.
Continuous monthly retainer, March 2017 to February 2019
Content and blog pages produced and optimised
Link placements built each month, with reporting
What did 121 Group do for Activeskin?
121 Group ran SEO for Activeskin.
What industry is this consumer ecommerce case study in?
Activeskin operates in consumer ecommerce. 121 Group works across nine verticals, with case studies published for each.
Could 121 Group run a programme like this for us?
Yes. A senior strategist can talk through how we approach consumer ecommerce marketing, what a comparable programme would cover and how it would be measured, on a thirty minute call.
Running a catalogue-scale store that search should be feeding?
Thirty-minute call. We'll review your organic footprint, your content and your numbers, and tell you what we'd do differently.
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