Channel Digital have worked on Katharine Botanicals’ digital marketing since the business started over 18 months ago.
Katharine Botanicals produce high quality natural skincare products which they sell via their online retail website. Their main products – shampoo, conditioner, creams and gels - are designed to treat the psoriasis skin condition, whilst they also produce marine collagen capsules to help stem the body’s ageing process.
We began by developing and implementing their initial search engine optimisation campaign based around on- and off-page optimisation to generate the best results. This involved creating a site containing high quality content based around core product-related keywords, and using targeted meta titles, descriptions and keywords, to achieve high search engine ranking results.
In under 2 months, the website was sitting on Page 1 of Google for 14 targeted keywords, and at the time of Google’s Penguin and Panda updates, 21 targeted keywords were there – 9 of them in the all-important top 3. At this point this small online business had really carved a powerful niche in the top rankings for their target areas and were reaping the benefits with an impressive growth curve for sales.
The website was hit by Google’s mid-2012 algorithm updates, with several key phrases dropping to the bottom of Page 3 whilst managed to hold their rankings. The higher positions were now dominated by well known brands such as Boots, Wikepedia and the NHS, making the first page of google for their key phrases a very competitive place.
Channel were quick to respond to these algorithm changes and focused on several areas including increasing the amount of top quality content that was uploaded onto the site. Combined with a strong social media campaign and some strategic link earning activity these key phrases that were hit started to move back up the rankings.
The results have been positive. Famous brands still dominate certain key phrases such as ‘psoriasis treatment’, but the website is currently climbing back up the rankings. In all, the website currently (January 2013) has 19 listings on Page 1, 2 of which are in the top 3 spots.
Integrated marketing work for Katharine Botanicals includes:
- Social Media Marketing
- PPC AdWords Campaigns
- Google Shopping functionality
- Developing interactive customer service