The Goodness Project: 192% year-on-year traffic increase

Since working with Dandy Marketing, The Goodness Project have experienced record growth, with orders increasing a massive 265%.

SEO
Google Ads

How the numbers moved

Before

After

192% year-on-year traffic increase

Before

After

265% increase in orders

Before

After

138% PPC traffic increase

Each chart sets the starting level to 100 and draws the published result against it.

The brief

About The Goodness Project

We provide Search Engine Optimisation, Pay Per Click and Content Marketing services to The Goodness Project. The Goodness Project is a highly regarded e-commerce platform which supplies quality free from gifts, subscription boxes and healthy supplies for consumers and corporations.

Our work with The Goodness Project predominantly uses SEO and PPC Advertising to acquire new customers and increase orders.

What we did

What we worked on

Technical review & optimisation

Our first action was to undertake a thorough Technical SEO audit. This included identifying improvements to canonical tags, duplicate page titles and meta descriptions, as well as missing site maps, missing pagination tags and rectifying incorrect 404 error behaviour.

Once the audit was completed we made a whole raft of technical optimisations which included developing a landing page optimisation strategy, updating content and meta descriptions and updating the category introduction pages to boost web page rankings. Our changes worked: We saw pages jump in ranking.

Now that the web pages were generating results, our next step was to conduct an internal link review. We identified and fixed broken internal links, implementing an optimisation strategy that ensured important pages were easily accessible by crawlers and users. We also ensured that pages with a good amount of backlinks pointing towards them were passing link equity throughout the Goodness Project site.

The final stage of our technical optimisations was to undertake a UX Audit. We reduced banner sizes, made colour changes and changed the checkout and basket page processes in order to improve conversions.

Crucial content enhancements

When developing our content strategy one of our key aims was to present The Goodness Project to as much of the vegan community as possible. We wanted the Goodness Project to become a key name within vegan, gluten free, and free-from communities. To achieve this, the first place to start was with keyword research that identified high volume and low difficulty keywords.

This keyword optimisation drove record levels of traffic which beat historic Christmas peak levels, and across the first 7 months of work The Goodness Project’s traffic has seen a 157% increase, 60% up on Year on Year. We also saw a 569% traffic increase to blog pages thanks to creating longform content pieces centered around popular vegan topics.

In addition we created a link building and outreach strategy which involved building relationships with external publications to capitalise on seasonal traffic, i.e Christmas Buyer Guides and BBC GoodFood guides. We also performed link reclamation by locating historical dofollow pages that linked to the website and replacing these links, whilst also finding mentions of Goodness Project around the web and asking for link insertions where possible.

High-performance PPC advertising campaigns

Utilising our in depth keyword research we set about grouping keywords into tightly knit AdGroups that could then be used in our PPC Campaigns. We implemented a completely new account structure, created new ad copy across Ad Groups, and incorporated new campaign extensions and device bid adjustments.

As the previous advertising account did not use Google Shopping ads, we identified a huge opportunity to utilise this and so set up a product feed based on best selling products.

When we compared our time on the Goodness Project account to the previous year, whilst we accounted for a 2% increase in spend, our optimisations and campaign structure were able to reduce CPCs by 61% and drive considerably more traffic. Combining this with our UX recommendations and lockdown traffic, orders on the website skyrocketed.

We’ve experienced honest, reliable, and incredibly responsive service from Dandy Marketing right from the start. My only wish is that we had discovered them sooner! They have truly transformed our digital marketing, and for the first time, we’re seeing real, measurable results from their ad campaigns and SEO expertise. I highly recommend their team to anyone looking to take their online presence to the next level.

Anna SzantoFounder, The Goodness Project