Reaching New Audiences
Using technical performance enhancements and content strategy to supercharge sales
- Reaching New Audiences in the Wellness Niche
- SEO, Conversion Rate Optimisation
Founded in 1706, Twinings hold a Royal warrant to supply tea to the Royal Family, reflecting hundreds of years of brand heritage. Now owned by Associated British Foods, Twinings has a grocery division turnover of £1.6bn with sales around the globe.
2019 and 2020 saw the expansion of Twinings’ new wellness ranges; Super Blends and Cold Infuse. Our mission was to extend Twinings’ reach to their new, wellness-conscious target audiences while growing revenue across their classic ranges. We put together a strategy that blended content expansion with widespread technical and on-page improvements to grow Organic traffic and most importantly, revenue. And we wanted to do all of this while using as little development resource as possible.
- Increase visibility and awareness of their health and wellness teas
- Introduce new customers and revenue to the brand
- Driving traffic organically rather than through paid media
We came up with a three-pronged strategy;
- Ensure the site was as technically sound as possible (while using minimal development resource) to enhance the performance of existing product ranges.
- Widespread on-page improvements, driven by updated keyword research that reflects current industry trends.
- Develop a content strategy that would increase Twinings’ visibility in the wellness niche.
We delivered a 150% increase in organic transactions YoY
This project focussed on low-resource, high-reward activities that would drive significant ROI. As a result, Twinings not only saw widespread ranking and traffic uplifts, but also gained visibility for keywords in their new niche. Providing them with access to new customers and additional revenue for the business.
From Jan 2020 to Jan 2021, they gained rankings for around 800 new keywords (an 11% increase) and also the number of keywords ranking in the top 3 positions by a whopping 350! (Around a 37% increase).
*According to the SEMRush database.
146% Increase in featured snippets
37% Increase in top 3 keywords
11% Increase in ranking keywords
56% Increase in organic traffic
156% Increase in organic revenue
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