Lovepop aimed to achieve first-page rankings for key eCommerce pages, dominate both seasonal and everyday greeting card categories, and maintain steady traffic growth throughout the year – especially during key periods like Valentine’s and Mother’s Day. Additionally, Lovepop sought to become a trusted source for holiday and occasion-related content, by emphasizing high-quality publication and receiving mentions on authoritative sites.
Despite Lovepop’s existing brand awareness among consumers, our analysis revealed a gap in non-branded organic performance compared to competitors. To address this, we pursue a strategy centered on on-page optimization and content creation to diversify Lovepop’s non-branded keyword rankings and attract new customers who had not heard of Lovepop previously.
Our keyword research and targeting strategy went beyond search volume to delve into how users were searching for greeting cards when they were on a path-to-purchase, uncovering nuanced search trends that allowed us to attract numerous personas of searchers with conversion intent. We tailored Lovepop’s content accordingly, incorporating keywords and language to precisely match user search patterns and drive conversion-intent traffic to the site.
To address Lovepop’s multifaceted goals, our comprehensive SEO strategy prioritized strategic on-page optimizations, targeted content creation, and robust authority building.
Lovepop’s SEO initiatives yielded impressive results, showcasing substantial year-over-year improvements. Organic clicks increased by 27% year-over-year.. Impressions on the search results pages rose substantially, increasing 62.5% year-over-year.
Key evergreen collections, including birthday, thank you, and anniversary cards experienced notable year-over-year traffic improvements. Lovepop achieved first-page rankings for high-volume, competitive seasonal and evergreen terms.
Overall, traffic for everyday queries both saw a strong 30% increase year over year. Lovepop’s key seasonal collections, Mother’s Day and Valentine’s Day, witnessed 215% and 266% year-over-year increases in traffic, respectively.
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