Rare Tea Company is a small, independent company based in London. They offer a large e-commerce website dedicating to sourcing and supplying the world’s best tea – direct from farmers and their tea gardens.
The speciality tea company initially approached Digital Ethos as they were not receiving the traction they expected from their new Magento 2 website.
With low online sales volumes and lacking organic traffic, Rare Tea Company want to harness their potential and launch an SEO campaign that drives results. The company had previously dabbled in paid campaigns through Google but had not seen success. They now wanted to turn their focus to a dedicated, long-term search engine optimisation campaign.
Digital Ethos developed a robust SEO strategy to help get the business where it needed to be. We started by creating a resource file, exposing competitor gap analysis, competitor audits, keyword potential, content ideas and backlink opportunities.
Following our initial research, it was clear the e-commerce company only ranked for branded terms which delivered little search traffic. In order to increase organic traffic, Digital Ethos needed to focus on those keywords that drove the most traffic and had the least amount of competition.
The SEO campaign focussed on technical, off-page and on-page SEO. It was clear that Rare Tea Company’s e-commerce website severely lacked relevant content. Our Digital Marketing Consultants began by recommending best practices throughout their website, including content calendars, blog topics and on-page descriptions.
A lengthy process of reviewing their existing meta data took place in the first month. It is important to embed the keywords into the meta title and description as well as on the page and in title tags. This improves the readability of the pages, allowing Google to fully understand what the page is about.
Continuing to optimise Rare Tea’s products and categories allows the e-commerce business to give users a more relevant and informed experience before checking out.