Case studies

Hormona

1 %
Increase in Organic Traffic
1 %
Increase in Organic Traffic (USA)
1 %
Increase in Branded Traffic

The Client

Hormona is a health business that provides women with information and resources to understand and control their hormones.

Hormona uses a data-driven approach to hormonal health that takes into consideration all areas of women’s life that can affect their hormones.

When topflight started working with Hormona they were building a brand-new website and decided to consolidate the brand as a reference in the women’s health industry through content marketing and technical SEO.

The Challenge

Hormona came to us seeking to consolidate its brand as an industry leader within the women’s health niche.

They were in the process of building a brand-new website as well as an app to manage hormonal cycles. Before both platforms were live they needed to increase their brand awareness and reputation to make sure that, once the platforms went live, the brand was already noticeable.

We decided to analyse their current website to see if the foundations were optimal before moving to a large content marketing strategy.

The Solutions

We started by auditing the original website, aiming to discover potential issues that could be harming the on-site optimisation status. Once the audit was completed, we proceeded to fix every technical issue identified, so the website was prepared to kick-off a large content marketing campaign.

Before starting the web optimisation process, we decided to run a comprehensive site audit to understand the status of the website and determine the main priorities based on complexity and potential search ranking gains.

During the audit we discovered several pages that were not indexed, due to the size of the domain, as well as multiple error codes and duplicate content issues.

We also determined that the user experience (UX) delivered was not optimal for the users, based on their navigation patterns.

The first thing we decided to correct was the high volume of posts (articles from the blog) that were not indexed, and hence not showing on Google results, due to the size of the website and the Googlebot crawl budget limits. To fix this we redesigned the robots.txt file to exclude unnecessary URLs from crawling and set new parameter exclusions to prevent filters and search strings to be crawled and indexed.

We also identified more than 300 error codes (404 errors), most of them generated once the domain name was moved from Selfishdarling to Hormona, and proceeded to correct the most relevant ones using 301-redirects and automated internal amending.

Loading speed was also a significant issue when we audited the website. The initial results showed very poor results, averaging 7+ seconds to load and sub-optimal scores for both the LCP (Largest Contentful Paint) and TBT (Total Blocking Time).

These results originated from the volume of JavaScript present on the site as well as from the size of the visual resources that were placed on some parts of the website – heavy mp4 videos and large jpeg images.

topflight proceeded to optimise the internal and external JavaScripts by applying deferring settings and minimisation configurations. We also optimised the images and the videos to reduce the total size. Both optimisation areas significantly improved the load speed and the Core Web Vitals (CWV).

The blog was clearly the main conversion channel for Hormona so we decided to create a brand-new content marketing strategy specifically targeting the blog section. The purpose of this strategy was to create new articles that attracted new traffic from the early stages and pushed the blog as a reference in the women’s health sector.

The initial strategy contained 12 new articles topics that were distributed across 6 months.

Finally, and considering the number of old blog posts that are present on the website, we decided to analyse the articles that were:

  • Related to the same – or very similar – topic.
  • Performing poorly in search results.

Based on that analysis, we created a list of content clusters that would combine a series of articles, based on the previous specifications.

The purpose of this strategy was to merge articles that were not generating enough Search Engine traction and generate brand-new, heavy-content articles that were using the most optimal keywords and structure. These new articles would have higher chances of ranking effectively due to the comprehensiveness of the content present in them.

The final stage of the SEO campaign aimed to analyse how the users interacted with the website and recommend structural and visual changes that could improve both the navigation and the conversion funnels.

topflight ran a behavioural analysis using heatmaps and recordings to capture how the website visitors interacted with the site during a period of 6 weeks.

Once the results were completed, we prepared a UX analysis highlighting the areas that needed to be optimised as well as a set of A/B test recommendations for each aspect.

The Results

Our 6-month SEO and content marketing campaign resulted in a complete success, exponentially generating new organic traffic and positioning the brand as a reference in the women’s health and wellbeing industry. Some highlights include:

1. The organic traffic increased by 74% globally and by an impressive 242% for the USA, Hormona’s main market.

2. They also saw a substantial increase in branded traffic (242%), meaning that more people started to recognise Hormona as an industry leader thanks to our content marketing strategy, which helped the client to increase brand awareness.

Project Details

Client

Hormona

Date

October, 2020

Category

SEO, Content Marketing

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