Avon Products Inc, more familiarly known simply as Avon, is the world’s fifth largest beauty company and the second largest direct-selling enterprise in the world. In the US, Canada and Puerto Rico, the company has been represented by New Avon LLC since 2016.
Objective
AVON’s Bug Guard range entered a highly competitive and fragmented market. Products in this category serve vastly different purposes—from protecting against dangerous insect-borne diseases like malaria, Lyme disease, dengue fever, river blindness, West Nile fever, and even bubonic plague, to offering everyday family-safe solutions that reduce insect irritation.
AVON faced digital competition from over 10.3 million websites, including high-authority domains such as amazon.com, nymag.com, and today.com.
Strategy
TMI developed a keyword strategy rooted in user intent, focusing on high-conversion phrases related to families and children. The content strategy was built around answering everyday questions in ways that were:
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Informative and fact-rich
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Engaging and curiosity-driven
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Unique, accessible, and SEO-optimised
To maximise visibility, we paired this content with a high-quality outreach and link-building strategy to earn backlinks and drive awareness across authoritative sites.
Results (To Date)
AVON’s content hub—led by this page—has delivered strong early success:
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275 keywords ranking in Google US
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50 keywords appear on the first page
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12 keyword variations for “bug repellent” now rank
Source: SEMrush, 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.
