How We Would Scale NeomOrganics [ SEO Audit]

NeomOrganics is a startup eCommerce brand from London selling all-natural fragrance and essential oils with raving fans from all over the UK.

The SEO audit and analysis covers a few technical aspect of the website and also try to understand how their top competitor is doing in terms of traffic and performance.

Some of the top competitors for Neom Organics in terms of SEO and keywords, we will take at look at some of them below and compare them to Neom Organics.

Deep keyword and performance analysis for NealYard

Highlighted are the ones Neal ranks better and Neom has potential to improve.

Neom are ranked for these, but more effort can be put to push some of them higher.

Highlighted are the ones Tisserand ranks better and Neom has potential to improve.

Neom are ranked for these, but more effort can be put to push some of them higher.Highlighted are the ones SuppliesforCandles ranks better and Neom has potential to improve. — Neom are ranked for these, but more effort can be put to push some of them higher.
Highlighted are the ones SuppliesforCandles ranks better and Neom has potential to improve.

These are the keywords that NeomOrganics ranked in top 100, with each of the keywords are having lots of search volume that are getting big impressions but almost zero clicks due to far positioning.

Since these are ranked organically, optimising these set of keywords would make alot of sense to scale traffic.

From our experience, these keywords are classified as “pillar page” naturally by Google, proper page optimisation and interlinking between the right cluster content would give a huge boost to the ranking.

Instead of going after new set of keywords that are not ranked yet, focusing on these low hanging keywords would see fruitful results within 1-2 months.

These are basically questions that are people searching for related to NeomOrganics product.

Although these are considered not so much commercial values, this would help to enhance NeomOrganics Pillar page strategy.

Will not be ideal priority to focused on but good for making the content structure stronger.

The big issue we always see SEO agency / in house SEO faced when it comes to writing optimised content is writing for the right metrics.

How do you know what will be the right amount of H1 ?

Should we have up to 6 headings instead of focusing up to H3?

Or, how many words of content we should write to rank #1 for this keyword?

None of the agency or SEO specialist would be able to give you definite number on this.

This is also the reason why we rely on SEOSurfer as keyword analysis and content writing tool. As you see from this image, Surfer is able to tell me the exact number for each onpage elements by analysing top 10 results in any given keywords and market.

Recommended and proven by top SEO gurus such as Matt Diggity , Matthew Woodwards and many more, Surfer not only provide good insights but streamline the work process between in house writers and SEO specialist.

Similar to Surfer analogy, there is no way you can figure out the right amount of lets say keywords in h1, h2, h3 or how much exact keywords to have in body tag.

Using our powerful analytical tool, our software would crawl top 10th pages and let us know firmly that what Google would love to see in top 1st page rather than playing the guessing game.

Another set of example analytical tools can help with writing and onpage optimisation

Because we do not know website exact profit margins for each item, we cannot calculate an accurate ROI.

But what we can do is to calculate how much the improved rankings are worth in terms of Google Ads , if you were to hypothetically advertise on Google Ads for the same keywords.

We will select a few keywords and examine their value of improved rankings.

To calculate estimated Keyword Value, the formula used is :
- Keyword Search Volume x CTR = Estimated Organic Traffic x Average CPC = Keyword Value

Value of each increased ranking position and CTR change

Value based on Google Ad cost + Traffic from the CTR

Since we can’t tell exactly the product profit margin to determine how much is the SEO value, best way to do this is through knowing what are the keyword values based on Google Ads click.

From doing this exercise, we know roughly how much the improved value if we were to achieve the ranking goals.

Previously we tracked keywords value by doing manual calculation but now we are using Morningscore.io ( This will automatically calculate traffic growth and Google Ads value) so all our eCommerce clients will get two sets of data.

1 actual data from Google Analytics with conversion value, and another data from Morningscore where we would report the actual traffic value.

SEO value based on Google ads keyword value

Compounding effect of SEO Growth.

Typically, when we optimize over the months, hundreds of keywords will improve in rankings. The USD 9,483 value is just based on about 10 keywords.

If we factor in hundreds of keyword improvements, the value could be anywhere from USD 30,000 a month to USD 50,000 or up to USD 500,000 or more in value a year. A missed organic traffic opportunity if there is no proper SEO strategy and implementation.

Currently, Neom Organics has 25,000 organic traffic every month.

To illustrate the compounding effect on SEO traffic, let's say for example, after SEO work begins, the organic traffic increases by 10% for every month from the 1st month.

1th Month: 25,000 + 2500 (10%) = 27,500
2nd Month: 27,500+ 2,750 (10%) = 30,250
3rd Month: 30,250 + 3,025 (10%) = 33,275
4th Month: 33,275 + 3,327 (10%) = 36,602
5th Month: 36,602 + 3,660 (10%) = 40,262
6th Month: 40,262 + 4,026 (10%) = 44,288

Traffic continues to compound after 6th months and beyond.

Backlinks profile analysis

“Fixing and disavowing toxic backlinks are crucial steps to begin with when dealing with established websites. Then quality link acquisition will best to deploy abiding with Google strict webmaster guideline.”

At dojolab // , we build custom strategy for each eCommerce. There is no same strategy because all brands are different level when they engaged with us.

For established brands, its about seeing what other bigger brands are doing in terms of link acquisition, mean while new eCommerce brand it’s all about creating the brand signals.

So in short, there is no same strategy for all eCommerce.

According to Google, the mobile site speed for Neom Organics is only 21, with many unused CSS or PHP codes.

Some content are also oversized, causing slow loads.

The mobile usability is also not great as the speed is slow and some image are too large.

We can assist in fixing some of these issues to speed up the site.

For the desktop site speed for Neom Organics is 57, which is decent.

Some content are also oversized, causing slow loads as well.

These are the top content pages for Neom Organics. They are ranked well, but the volume and traffic are low for some of them.

These are content that current doesn’t rank very well for Neom Organics, but have great traffic volume potential.

These are the type of pages that we will also push more to rank better and to drive more traffic to Neom Organics

Pillar and Silo (or Cluster) is a way that Content is structured on a website to maximize the amount of related content interlinked to it. We will need to implement this method for some of Neom Organics’ pages.

There are 2 categories of content here:
- Pillar - The main category with some content.
- Silo - The articles that are related to that particular pillar.

Pillar and Silo is very powerful to create authority SEO ranked pages. Please look at the following slides for example.

These are the core web content clusters that are on Neom Organics.

The dark green are the pages and content that are ranked better and more popular.

Competitor Crawl Map. How Google see them - Neals Yard

Here it shows Neal’s Yard has a lot more content clusters.

We can create a strategy for Neom Organics to have more content clusters like this.

We thank you for reading up to this far. For this full audit and analysis it took us about 3 hours using up to 6-7 softwares to gather the data. If you love this content please help us by sharing it to your friends or colleague. If you wanted our team to do an audit for your eCommerce, feel free to email me at gerald@dojolab.co

How We Would Scale NeomOrganics [ SEO audit & Analysis ]

Compounding effect of SEO Growth.

Currently, Neom Organics has 25,000 organic traffic every month.

SERVICES