Love Beauty and Planet is a vegan skin, body, and haircare brand. Our task was to establish it as a digital leader in Gen Z searches for topics such as vegan living, cruelty-free beauty, clean beauty and green/sustainable lifestyle.
We were briefed to produce a suite of editorial content that worked together to improve Love Beauty and Planet’s expertise and authority in this space while showcasing its extensive product range. The ultimate aim was to improve Google rankings for an uplift in organic search traffic.
An important consideration was ensuring we showcased the clean and animal-free elements of the brand without undermining or disparaging other non-vegan beauty brands. That kind of approach would not align with the ethos, purpose and tone of voice of Love Beauty and Planet.
We started by looking at competitor brands to understand search landscape and keyword dominance. We also performed an SEO analysis that identified content volume and trends around relevant topics. We then audited the performance of the current Love Beauty and Planet site to identify gaps our content could fill. This analysis helped us define the right approach from both an opportunity and authority angle.
In a content space as complex as vegan and sustainable living, this data was essential to ensure our approach was right for the audience, as was tapping into the expertise of subject-matter experts in this space. We crafted our content in a way that meant it was modern and appropriate, always considering the nuances of the subject matter as well as the principles of the audience.
new features created
average search volume per month
keywords ranking in the top 3 click-driving positions
keywords ranking in position 1
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