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Case study: Vapouriz · SEO
An SEO case study: how a research-led, content-driven plan grew conversions for Vapouriz, a brand in the crowded e-cigarette and e-liquid market.
About the client
Vapouriz is a brand in the e-cigarette and e-liquid industry. It is an incredibly competitive industry, with established players already dominating the search results. Customers in this market are often loyal to a flavour or a brand, and many buy again and again, so the first purchase from a new customer can lead to a long relationship.
It is also a heavily regulated and restricted market. Advertising for these products is limited on many platforms, which makes organic search more important to the businesses that sell them than it would be in most other retail sectors. A brand that cannot always rely on paid channels has to earn its visibility in the search results themselves.
The competition for that visibility is fierce. Large retailers and long-standing brands hold the strongest positions for the broadest terms, and a newer name cannot expect to displace them quickly. What it can do is find the more specific searches that real customers use, such as particular flavours, devices and questions about how products work, and build a site that answers them well.
Vapouriz needed rapid growth, with clear performance indicators, in a challenging sector, and approached DPOM to provide an SEO project to help the brand's growth.
A project of this kind has to be measurable from the start. In a crowded market the owner needs to see what is working, which pages are bringing in visitors and which of those visitors go on to buy. SEO suited the brief because it builds an asset that keeps working in the background and gives the brand a footing that does not depend on the size of its advertising budget.
The challenge
In a market where established players dominate the search results, a newer brand cannot simply compete on the biggest search terms. Vapouriz needed rapid growth, and it needed it to be measurable.
The brief was an SEO project to help the brand grow, with clear performance indicators, in a challenging sector.
What we did
We took a wide ranging approach designed to rank the site for as many search terms as possible, rather than focusing solely on the "big terms" the established competition already dominates.
Long tail keywords are longer, more specific searches. Each is searched less often than a big term, but the person searching usually knows what they want, so the search is more likely to end in a purchase.
The results
Conversions rose by 82%. Bounce rate fell by 21%, average visit duration rose by 25% and pages per session rose by 44%. These are the figures published on our original Vapouriz case page.
The approach was built to rank for terms that convert in the short term while the site starts to rank for more competitive terms later.
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Long tail keywords are longer, more specific searches. They are each searched less often than a big term, but the person searching usually knows what they want, so they are more likely to convert.
Bounce rate is the share of visits in which the person leaves after viewing only one page. A lower bounce rate means more visitors went on to look further.
Google Trends shows how interest in a search term changes over time. Comparing it with the searches customers actually make helps show where there is real demand.
No. Every account and website starts from a different place. These figures are what happened for Vapouriz, not a promise of what will happen for you.
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