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+142.00% Organic Traffic for TheSoapery

The Client 🔍

TheSoapery is a natural ingredients store for making soap at home. Their no-nonsense approach is loved by many with over 100,000 online sales.

The Objective 🏆

Organic traffic had dropped by ~65% in the past year, the goal was to recapture this using sustainable strategies.

The Competition 🔥

Naissance 😊
Freshskin 😒
The Soap Kitchen 😬

Start Point

40% of their revenue was coming from organic search, yet they'd never invested in it before. Traffic was stable at 6,000 - 7,000 organic users per month, but less than all their competitors.
Analytics showing starting point and growth

Results

Search impressions grew +193% leading to +142% clicks when excluding brand searches. This led to 78.44% revenue growth.

+193%

Impressions

+143%

Clicks

+327%

Collection Clicks

+$84,972

Annual Traffic Value

+235

Top 3 Keywords

+636

Page 1 Keywords

How do you recover from 12 months of downtrending traffic with 64.65% of organic search traffic lost?

The LOGEIX Playbook

No two projects are the same, but the high level strategy never changes. Here are the 3 steps we use every time to multiply our clients organic revenue, along with the specific tactics we used for this client campaign.

1. Improve Site Quality

TheSoapery had a few technical SEO issues, but nothing particularly crazy, just the typical Shopify problems.

Every collection had a big list of filters (i.e. product tags) that were all low quality automated pages - and indexable.

TheSoapery tag pages example

These are all simple enough to block in Robots.txt.

They also had all the product links going to canonicalised (i.e. wrong) URLs:

TheSoapery internal linking for products

Which was a simple theme fix, along with adding custom breadcrumbs which breaks as a result of this:

TheSoapery breadcrumbs example

This is huge for internal linking, which can really help rankings, as you’ll now have links to your collections from all your products.

Another less common issue was a lack of Hreflang tags. TheSoapery also has an EU and FR website for selling across Europe, even with duplicate English content.

So we manually set up Hreflang tags to show search engines these are all the same business and website, just different language and location targets.

TheSoapery hreflang setup

Technically, this is extremely simple to implement. But as there’s no real link or connection between separate Shopify stores, it required a lot of manual research and setup.

2. Expand Bottom of Funnel

  • Organic butters
  • Organic essential oils

If you take a look at The Soap Kitchen, you’ll notice they have a huge number of product categories accessible via different shop by menus:

The Soap Kitchen mega menu example for comparison

This expands the keyword potential of the site quite dramatically, with each of these being potential search entry points for customers.

TheSoapery on the other hand had just 11 collections.

So far we’ve launched 2 new collections:

  • Organic Essential Oils now ranking #1 for organic essential oils uk, organic oils, and organic essential oils with a combined 1,300 monthly searches
  • Organic Butters now ranking #1 for organic butters with 500 monthly searches

The rest of our ideas are still pending as the client redesigns the website and navigation. Initial results are extremely promising though.

3. Optimise Bottom of Funnel

Our final core strategy was to improve the existing homepage, collections, and product pages.

The first major problem was that the theme layout restricted us from adding any content to the pages:

TheSoapery product page layout before changes

We resolved this by moving the description below the image and purchase area, which also allowed us to switch it to a full width layout.

You can see an example here:

TheSoapery product page layout after changes

Now we could add more detailed descriptions, answer potential buyer questions, etc.

Similarly, we customised collections so they can keep short persuasive descriptions at the top, with more detailed FAQ sections or other descriptions at the bottom.

TheSoapery collection page content layout

By adding more relevant content, we were able to optimise the pages properly, which led to significant search ranking improvements.

The other issue we had was the similarity of products, take a look at this:

Example of similar products for TheSoapery

All of these products are extremely similar and all are able to rank for avocado oil keywords.

But which one should rank? Well, sometimes it was one, other times it was another. This led to very inconsistent results over time.

We resolved this by deciding a primary product for each type, for example, we’ll say “Avocado Oil - Refined” is our main focus to rank for avocado oil.

So we optimised this specific page for that keyword, de-optimising the rest.

Then we created links from the other products to this specific one, this helps establish a clear hierarchy of importance and relevance.

Finally, we optimised the other products for specific keywords such as “cold pressed avocado oil” or “organic avocado oil”.

Repeat this across all the other products, it’s a lot of manual work, but the results paid off massively if you were to compare product rankings.

TheSoapery ranking improvements

The Results

Ahrefs data for TheSoapery

Ahrefs

Ahrefs shows the previous lost traffic levels and the rapid regain after working with Logeix, keyword rankings are also much more than before too

Google Analytics data for TheSoapery

Google Analytics

This shows the blog traffic growth since the campaign start to show the impact of our middle of funnel content

Google Search Console data for TheSoapery

Google Search Console

GSC shows the over doubling of clicks when excluding brand searches to show true value of our campaign

Here's how it breaks down in numbers:

+193%

Impressions

+143%

Clicks

+327%

Collection Clicks

+$84,972

Annual Traffic Value

+235

Top 3 Keywords

+636

Page 1 Keywords

TheSoapery now has the highest traffic value out of all their competitors with $118,800 per year of equivalent PPC cost.

Only one competitor has greater search traffic, The Soap Kitchen, with approximately +15%. Though, that's coming from 522% more referring domains.

Despite the lower domain authority and a small link building budget, we've been able to grow TheSoapery into the highest traffic value store in their niche.