When we first started working with NIVEA, the site was facing lot of technical issues and an over-reliance on brand terms that was leading to declining SEO visibility.
We started with some quick wins by conducting a technical SEO audit to understand what needed to be sorted on the website. We identified and fixed 404s and redirects which were impacting on SEO.
We needed to start ranking for more non-branded keywords and reach a wider audience set. Instead of relying on product-related terms, we aimed to position NIVEA as a thought leader and created a wide variety of helpful advice content to engage with users who, for example, wanted to know what their skin type was. This has helped us improve rankings for non-branded keywords and build brand awareness.
As part of our strategy to provide more helpful advice based content, we saw a gap in the market for a truly helpful skincare tool. While others existed, they were geared more to punting products than giving helpful skincare advice. We developed a detailed skincare routine builder that gathered information on a user’s skin type, concerns and lifestyle and outputted accurate and helpful advice along with associated products for both light and intense skincare routines. The tool also promoted date capture and allowed for tailored CRM so we could provide users with ongoing content relevant to their specific skin concerns.
NIVEA also needed to support new launches and be present in areas of the search landscape that are organically difficult. Using paid search to gain visibility where we couldn’t with SEO, we maximised the amount of traffic nivea.co.uk can receive for the minimum amount of budget in key focus business areas, driving consistent growth and a significant reduction in cost per click.
Atom42 is the outstanding agency of all I have encountered right across the Digital Marketing space.
Our work with NIVEA has allowed us to create a successful holistic, search marketing strategy tying all points of the user journey together. From creating useful, relevant and engaging content for users to optimising the onsite journey and focusing on a PPC strategy that captures users much earlier in the funnel, all while using a data-first approach for real tangible results.