Case Study: Oriki Group Nigeria
13 Adekunbi Crescent, Off Oluwaleimu Street
Ikeja Lagos.
Case Study: Oriki Group Nigeria
Project Overview: Oriki Group is a Nigerian company focused on offering innovative beauty and wellness products, including skincare, hair care, and wellness solutions. The company sought to increase its digital presence, engage with a larger audience, and drive more traffic to its website. Our strategy combined SEO and Google Ads to reach a targeted Nigerian audience, aiming to boost brand awareness and drive conversions.
Objectives
- Increase organic traffic to the website.
- Improve visibility on search engines for relevant keywords in the beauty and wellness industry.
- Drive high-quality leads and traffic using Google Ads.
- Optimize the user experience to ensure better conversions.
Approach & Strategy
1. SEO Optimization
We started by conducting a comprehensive audit of the Oriki Group website to identify technical SEO issues, keyword opportunities, and on-page optimization needs. The following steps were taken:
- Keyword Research: We identified high-traffic and relevant keywords in the beauty, wellness, and skincare sectors. These were refined to align with the search behavior of the Nigerian audience.
- On-Page SEO Optimization:
- Optimized title tags, meta descriptions, headers, and alt text for key product pages.
- Improved internal linking to strengthen the site’s overall SEO structure.
- Implemented content optimization for high-converting keywords while maintaining relevance to Oriki’s brand and products.
- Mobile Optimization: Ensured that the website was fully responsive and optimized for mobile devices, given the high mobile internet penetration in Nigeria.
- Local SEO: Focused on optimizing Oriki’s Google My Business profile and local citations to attract more local traffic from Lagos and across Nigeria.
2. Google Ads Campaigns
Alongside organic SEO efforts, we implemented targeted Google Ads campaigns to boost traffic and visibility immediately. The Google Ads strategy included:
- Search Ads: Targeted high-intent keywords like “buy skincare in Nigeria,” “best beauty products in Lagos,” and “wellness products in Nigeria.”
- Display Ads: Reached a wider audience in Nigeria, especially those who had shown interest in similar beauty and wellness products.
- Remarketing: We used remarketing ads to re-engage visitors who had previously visited the site but did not convert, enticing them back with special offers.
3. Boosting Audience Engagement
- Content Marketing: We advised Oriki on creating blog content and product descriptions targeting relevant queries within the beauty and wellness space. This increased engagement and helped improve SEO rankings.
- Social Media Integration: Leveraged Oriki’s social media presence to drive traffic back to the website, combining SEO and paid media efforts for broader exposure.
Results
- Increased Website Traffic: There was a noticeable increase in organic traffic within the first 3 months, with a 35% rise in overall website visits.
- Enhanced Keyword Rankings: Oriki Group saw significant improvements in keyword rankings, with many targeted keywords landing on the first page of Google search results for Nigeria.
- Higher Conversion Rates: The targeted Google Ads campaigns resulted in a 20% increase in conversions, including online product purchases and inquiries.
- Improved Brand Visibility: Oriki Group’s brand visibility in the Nigerian beauty market significantly increased, with more local customers discovering and engaging with the brand.
Conclusion
By implementing a combination of targeted SEO and Google Ads strategies, we were able to drive more qualified traffic to Oriki Group’s website and significantly boost their online presence within Nigeria. The increased website traffic, enhanced keyword rankings, and higher conversion rates demonstrate the success of this integrated approach in reaching the Nigerian audience effectively.
