Leonidas SEO Case
Around November 2022, we were asked to take on the marketing of Leonidasbonbons.nl. We soon found out that the previous SEO agency had taken away a lot of trust from the client. Due to poor communication, results were lagging. It was up to us to regain this trust and achieve good results. The end result? A growth in SEO traffic of 23.74% and SEO sales of 65.68%.
About Leonidasbonbons.co.uk
Leonidas Bonbons is a store-within-a-store in the Plus in Breskens. This bustling village in Zeeland is well-known among German tourists who love to visit during the summer season. These tourists often buy kilos of chocolate, which they take back to Germany. This is due to the price difference between the two countries. The establishment owner Sayra wanted to start a webshop in addition to the physical store. She bought the webshop from the Leonidas distributor after which it quickly grew out of a hobby project into a big one. The previous owners of the website had set a good foundation. However, there were still many areas to improve.
Objective
The objective of the SEO process was as follows:
- Create organic growth within search engines, both on branded and generic search terms.
A challenging objective given competition from other resellers of Leonidas, as well as other online shops selling chocolate.
The Approach
To achieve growth from SEO, it was important to work on several optimization categories. The optimization approach was focused on the following categories:
Reliability (Authority) increase: Using email marketing, we started proactively collecting reviews. Using an automated email flow via Mailchimp, we asked each consumer for a review 2 weeks after purchase. The result was a growth from 0 to 69 reviews within a period of only 4 months.
Content: using extensive keyword research, we identified new content opportunities. This content was then written to build more topic authority for the main keyword clusters. This results in more visibility on organic terms such as: sugar-free chocolate, chocolates making and online chocolate ordering.
UX: the user experience on the website is an important ranking factor within search engines. At Leonidas we saw many opportunities here, so we improved the main menu, added opportunity pages and worked on additional entries from informative pages to product pages.
In addition to the above focus categories, there were also some minor technical optimizations, such as optimizing the Robots.txt. The rest of the website’s technology was already pretty much in place and therefore had lower priority.
The Result
To identify the impact of the optimizations, we conducted an analysis over the periods below:
Period 1: January to April 2023
Period 2: January to April 2024
The result was as follows:
Impressions: 51.16% growth over 2023.
Clicks: a 23.74% growth over 2023.
Turnover: A growth of 65.68% over 2023.
Branded vs. generic keywords: an increase in the percentage of generic clicks vs. branded clicks from about 20% (March 2023) to about 80% (March 2024).
The Future
Despite great growth, we are far from finished with SEO for Leonidas Bonbons. The following projects are planned in the coming months:
- Launching German and English webshop
- Further expand email flows
- Expand and improve business environment
- Improve local SEO (local findability)
Reference
Reference written by Sayra