INIKA

The Challenge

INIKA was born out of a need to detox. Conscious consumers were already removing harmful chemicals from their homes and diet in favour of natural alternatives, but when it came to makeup there was no healthy alternative. A pioneer in Certified Organic ingredients and healthy beauty, all of INIKA’s ingredients are ethically sourced, natural and derived from botanicals or minerals. Since its humble beginnings in 2006, INIKA has become a globally recognised and trusted go-to brand for organic and natural makeup.

INIKA launched their new website on Magento 2.0 in late 2016, but did so without investing in a detailed SEO setup prior to launch. The result was a nosedive in both organic traffic and organic revenue. Yoghurt Digital was brought in to identify the SEO issues and put together a strategy to recover and exceed INIKA’s previous organic traffic and revenue figures.

Our Approach

Since there had been no SEO work completed in the lead-up to the launch of the new INIKA website, we were starting from a blank canvas. We needed to conduct keyword research, assess the site structure and information hierarchy, review all of the meta data, check for correct implementation of redirects, as well as analyse all of the technical and on-page SEO factors that could be affecting the website’s performance.

Within a few weeks we had completed our discovery phase and put together a roadmap for bringing the website up to scratch. The site structure was sound, but there was little meta data - most of which was duplicated. We used the keyword research to write new meta data for the entire website, including page titles, h1 headings and meta descriptions.

We put together a new redirect list, which was promptly implemented. We also recommended structural changes to the robots.txt and the sitemap.xml files that could improve the crawlability (and thus visibility) of the website.

Finally, we assisted in the implementation of structured data, open-graph markup, canonicals, page speed improvements and usability and functionality improvements.

The results were almost immediate. Organic visibility in the form of rankings and traffic bounced back to previous levels over the course of 4-6 weeks. But thanks to the website having gone through a detailed SEO setup, the benefits were felt for months afterwards. In fact, six months later INIKA’s organic visibility was continuing to improve - as was the revenue generated from that channel.