Increasing blog sessions for beauty brand Bondi Sands

About the client

Self-tanning and beauty brand Bondi Sands was created to bottle the golden glow of a day spent under the Australian sun, and make it accessible to all.

We first began working with Bondi Sands in August 2018 on their UK website. In October 2019, we started working with the brand on a global scale, ensuring our strategy and recommendations are aligned with each market.

Objectives

Leading Australian self-tanning brand Bondi Sands wanted to grow their online presence in the UK market.

One of our main focuses was technical SEO, to ensure that the Bondi Sands sites were as technically sound as they could be.

Bondi Sands were looking to increase their authority of their domain and increase overall visibility in the SERPs, becoming the go-to place for all things self-tan related.

Their main competitors were already quite established in the space, so we chose to supplement our ongoing SEO activity with Content production.

Obstacles

With their products available to buy directly from their website as well as leading online retailers, we had to make sure their online presence stood out from their competitors.

Our strategy

In 2019, we resolved over 30 major technical issues that were affecting organic performance, such as:

• Cross domain internal link mapping
• Product scheme template creation
• Canonical fixes to improve indexability
• XML site map review and actions

We produced consistent blog content for Bondi Sands, utilising keyword research to discover the most searched-for pain points and incorporating them into our strategy.

In 2019, we drove over 28K new visitors and saw a 1,688% increase in organic sessions, both via the Bondi Sands blog.

We also optimised title tags and meta descriptions across all markets, in addition to updating on-site content.

This included making changes to landing page content to improve user experience, as well as tweaking product descriptions to ensure they were targeting the right terms, that their formatting was consistent and that they were localised for each market.

We created a Wikipedia page for Bondi Sands to build brand authority and recognition within the SERPS.

With this, we secured key SERP real estate in the form of a knowledge panel, improved brand credibility and improved recognition for search engines.

We utilised our Outreach capabilities as part of our strategy, working with a variety of bloggers and influencers and securing 65 backlinks into product, category and editorial pages.

As a result, domain authority grew from 18 to 36 in 12 months, bringing Bondi Sands in line with competitors.

The results

• 35% increase in organic traffic YOY
• 28K new visitors via the blog
• 1688% increase in blog sessions
• Doubled domain authority

Client feedback

“We have been lucky to not only partner with an agency that fully understands the competitive and changing landscape that we’re in, but has supplied a thorough, multi-channel approach that is already bringing us results.

The team really understands the Bondi Sands brand. They have already been able to create impressive content and outreach strategies that strongly align with our ATL marketing plan.”