Objective
AVON’s Bug Guard enters the middle of a competitive but diverse market, ranging from products to help prevent and control the outbreak of jungle-strength insect-borne diseases such as malaria, Lyme disease, dengue fever, river blindness, West Nile fever and even bubonic plague, to family-friendly products aimed more at reducing the annoyance of buzzing insects. AVON faced fierce competition from more than 10.3 MILLION competing websites, including amazon.com, nymag.com and today.com.
Strategy
TMI’s approach was based on user intention, building a targeted keyword set of phrases for high conversion, centred around families and children, answering ordinary people’s questions about safety and effectiveness in a fact-packed, interest-peaking, unique and entertaining ways, and to raise awareness of the content by quality outreach and link-building.
Results (to date)
AVON URLs – led by https://www.avon.com/best-mosquito-repellent-and-bug-spray – now appear for 275 keywords in Google US*, 50 of them on the first page, and 12 variations of the keyword phrase “bug repellent”.
*SEMRush data, Jan. 31, 2019
Future development
The project is ongoing and TMI has further plans for new high-quality links and mentions for the bug guard page to ensure it ranks on Google US Page 1 for as many keywords as possible.