The Client: Innersense Organic Beauty
Innersense Organic Beauty produces a line of superior hair products, made from the very best organic ingredients and produced with a level of integrity that has elevated this brand to the top of its industry. Recognized by the very best critics as a pure, clean, quality hair care line, Innersense Organic Beauty is cherished as a darling within the clean beauty movement.
Greta Rose Agency was hired by Innersense Organic Beauty back in 2014 to create their first website and rebranding. We were immediately smitten with this sweet company. The company’s story hits you deep in your heart, and the genuine spirit throughout is pure light, goodness and joy. Owners and founders, Greg and Joanne Starkman, have remained connected with Greta Rose Agency all these years, as both organizations have grown and evolved.
So, this past year it was with great pleasure that GRA was engaged for a dedicated project to do an “SEO Overhaul”. Over the course of 8 months, I would work closely with this brand to optimize every nook and cranny so that the brand would rank on page one for targeted clean beauty search terms on Google Search.
The Challenge: Think Differently About SEO
Here at Greta Rose Agency, I define “optimize” much more broadly than most. The common definition narrows one’s focus to just how words are used, and how online assets are indexed by search engine algorithms.
I ask a company to trust me to strip everything down to the core – all aspects of a company including all systems, all culture, all habits, all design elements, all social tools, …. everything – so that we can rebuild the foundation around strategy that includes the use of keywords and phrases. Through a series of intensive exercises and inspiring workshops, the entire company is able to thread a connection between objectives, systems, language, culture, design, product development, social engagement, email marketing, data collection, packaging and fulfillment, and ultimately how all of the above relates to the world of Google Search.
The result is a mind-blowing shift in THINKING. Campaign strategy and media plans no longer are arbitrary and random. Employees feel valued and more invested in contributing to a single goal with specific measurable results because they realize how interconnected each department is. Analytics, which often intimidate folks, can suddenly bring exciting context and purpose. And, brand affinity (and love) is cultivated outward from the deepest core!
Optimization Example: Hair-O-Scope
Innersense Organic Beauty had a blog, but the articles were not strategically planned and the posts were not optimized. The posts had very low traffic, and most had zero comments.
We transformed the blog into a powerful vehicle for generating engagement via commenting, and created an irresistible quiz integrated with the contact management system, so consumers could provide their favorite product recommendations, their birthdays, and their biggest hair challenges. This data is segmented into the CMS so we can send fun custom and personalized birthday wishes with product information easily to our super fans. And, by optimizing the content with our strategic keywords, Google recognizes the increased traffic and rewards this brand with excellent ranking for organic search queries! Plus, the team was able to establish a workflow that connected design, social engagement, product development and email marketing.
Now, the blog posts receive thousands of comments regularly, and the quiz has provided Innersense Organic Beauty with invaluable customer data to act upon. Systems are in place to increase efficiency, while personal custom touches make the customers feel loved and adored. Best of all, these posts are indexed by Google Search and rank so well that they are the first link a person will click on to enter the website. We’ve created an amazing first impression with high conversion and retention – shazaam!
The blog is now optimized and designed to convert. Once the lightbulb goes on, it’s impossible to turn off!
Solution: 107% Annual Sales Growth
Ranking #1 on Google Search is awesome, but even more impressive is improving sales conversion. A company wants that coveted real estate on Google Search because we know that consumer behavior clicks on page one the most. Once a consumer clicks onto your domain, we want the flow to lead to a desired transaction.
So, optimization success can best be measured by sales growth. This is how we hold ourselves the most accountable!
I could go on and on about this, but the success of this project could not have happened without the willingness and dedication from every team member of Innersense Organic Beauty. I provided them with a huge amount of new information, and they embraced every piece. Seeing the numbers convert, and feeling a shift of understanding and knowledge, it became easier and easier to see why SEO matters. It’s a game changer when you’re open to learning about it!
