Seasonal and Year-Round SEO Success In a Competitive Ecomm Space
Lovepop, a pioneer in laser-cut pop-up cards and gifts for various occasions, partnered with our SEO agency to elevate its online visibility and drive organic traffic. Lovepop’s diverse catalog, spanning from birthday cards to pop-up St. Patrick’s Day gifts, posed a unique challenge and opportunity in the competitive greeting card industry.
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.
Solution
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.
Methodology
To address Lovepop’s multifaceted goals, our comprehensive SEO strategy prioritized strategic on-page optimizations, targeted content creation, and robust authority building.
- Our on-page optimizations for both seasonal & evergreen queries aimed to improve keyword rankings and traffic for new and existing Lovepop pages. This included optimizing product, collection, blog, and landing pages to target keywords aligning with user search intent. Creating new microcollections tailored to niche keywords for hyper-specific occasions unlocked additional high-conversion-intent keyword opportunities.
- With content creation & reoptimization, we drove qualified traffic to Lovepop’s key blog and landing pages. We conducted content refreshes and introduced new holiday and occasion-related content to build brand awareness and maintain engagement throughout the year.
- Our team executed on authority-building campaigns to earn links and mentions from valuable industry sites. By building authority through backlinks and content creation, we bolstered our search engine rankings, especially for competitive, high-leverage keywords.
Results
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.
