Case Study: Soil of Beauty

Visiokatu 1,
33720 Tampere, Finland

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Case Study: Soil of Beauty

Client Overview
Business Name: Soil of Beauty
Industry: Skincare
Project Goals: Increase website traffic and brand visibility through organic SEO and Google Ads campaigns targeting skincare enthusiasts and individuals seeking holistic beauty solutions.

Challenges

1. Niche Audience: Reaching customers interested in holistic skincare products in a competitive market.
2. Limited Brand Awareness: Soil of Beauty, as a niche skincare line, required significant visibility improvement.
3. Localized Competition: Competing with well-established brands offering natural and organic skincare products.
4. Optimizing for Conversions: Ensuring traffic translates to inquiries and sales.

SEO Strategy

1. Website Audit

Performed a comprehensive website audit to identify technical and on-page SEO gaps, including:

• Slow loading speed due to image size.
• Missing alt tags and meta descriptions.
• Unoptimized content structure and internal linking.

2. Keyword Research

Focused on long-tail keywords relevant to holistic skincare, such as:

• “Organic skincare products in Finland”
• “Natural face creams Helsinki”
• “Holistic skincare routine”
  This helped Soil of Beauty rank for high-intent queries.

3. On-Page SEO Optimization

• Crafted engaging meta titles and descriptions incorporating primary keywords.
• Updated product descriptions to highlight unique selling points (USPs), such as natural scents and organic ingredients.
• Improved internal linking for better navigation and search engine crawlability.

4. Content Marketing

• Developed a blog strategy targeting educational and inspirational topics, including:
  • “The Benefits of Holistic Skincare”
  • “How to Build a Simple Organic Skincare Routine”
  • “Top 5 Ingredients for Naturally Glowing Skin.”
• Leveraged storytelling to emphasize the brand’s unique values and commitment to nature.

5. Local SEO

• Optimized the Google Business Profile with accurate business details, photos, and customer reviews.
• Targeted localized keywords to attract Finnish customers, e.g., “natural skincare Helsinki.”

Google Ads Campaign Strategy

1. Campaign Setup

Created search and display campaigns targeting high-conversion keywords such as:

• “Buy organic skincare online.”
• “Best natural face cream for glowing skin.”

2. Ad Copy

Crafted engaging, benefit-driven ad copy to emphasize Soil of Beauty’s uniqueness, e.g.,
“Transform Your Skin Naturally. Explore Organic Skincare – Soil of Beauty.”

3. Geo-Targeting

• Targeted Finnish customers while expanding visibility across Scandinavian countries for broader reach.
• Used language-specific ads for better audience engagement.

4. Retargeting Campaigns

Set up retargeting ads to re-engage users who visited the site but did not convert.

Results

Organic SEO Improvements

• Traffic Growth: Organic traffic increased by 65% within six months.
• Keyword Rankings: Ranked on the first page for over 25 high-intent keywords, including:
  • “Organic skincare Helsinki.”
  • “Best holistic face creams Finland.”
• Bounce Rate: Improved by 12% due to better user experience and content optimization.

Google Ads Performance

• Conversion Rate: Achieved a 4.5% conversion rate on the shopping page.
• Click-Through Rate (CTR): Average CTR of 6.3% for search campaigns.
• Return on Ad Spend (ROAS): 4:1, ensuring profitability of campaigns.

Conclusion

The collaboration with Soil of Beauty has established a strong foundation for organic growth and paid traffic. The combination of SEO and Google Ads helped Soil of Beauty significantly boost brand visibility and attract more targeted customers, solidifying its position in the holistic skincare market in Finland and beyond.

Next Steps:

• Continue optimizing existing campaigns and content for better performance.
• Expand into video marketing to demonstrate product benefits.
• Introduce email marketing to retain customers and encourage repeat purchases.