Increasing checkout sessions by 261.6% with competitor-reactive SEO

Boucleme is a vegan curl care product manufacturer based in the UK, supplying directly to consumers worldwide. The brand can also be found on the shelves of major retailers such as Boots and LookFantastic. Their products are made in the UK, and are created to support healthy curls with silicone and sulphate free formulas.






Consumer Products, Manufacturing



Project Brief

Boucleme approached us at the beginning of the COVID-19 pandemic with an understanding that the landscape of their sales were about to change. They were already seeing lower numbers than they would have liked online, and with some big competitors in the same space, Boucleme needed a digital strategy that could perform.

  • Strengthen Boucleme’s online presence
  • Increase traffic to the eCommerce site
  • Increase sales
  • Support the new product launches

The Challenge

Boucleme’s competitors were international brands with a lot of resources. We needed to make sure that knew what others were doing and that our strategy wasn’t created in a vacuum - it had to be considered in context in order to have the best effect.

The bigger the challenge, the bigger the opportunity for growth.

The Solution

Within SEO, it’s important to begin with a strong foundation, so the first thing that the team did was conduct a full audit on the Boucleme site to identify any issues. This raised some initial action points that the team began with to ensure that the site was healthy. Secondly, we conducted a competitor analysis to learn their strengths and weaknesses, to help us map out our remaining strategies. Armed with this information, the team implemented a product-focused keyword strategy and optimised the content with both keyword rich content and Microdata to support Google’s crawlers in delivering relevant results.

  • Site health audit
  • Product based keyword targeting strategy
  • Competitor analysis
  • Ongoing content optimisation
  • Microdata implementation

Product-focused keyword strategy

With big names able to compete based on brand awareness, we knew that our best approach was from a product perspective. We ensured that the keywords we used were for products our research showed were in demand, for high traffic and high conversions.

Ongoing content optimisation

With a client like Boucleme, Content is King. We knew that potential customers would be looking to the site as a source of authoritative information, so worked with their in-house team to optimise their blog strategy to include keywords, query search terms, frequently asked questions, and long-form content that delivered on the customer needs. In addition to this we ensured that the product pages themselves were also filled with unique content that delivered, not only to the user, but to the Google crawlers with the implementation of technical SEO strategies.

Competitor Analysis

Understanding our competitors was a key part of our strategy for Boucleme, due to the size and power of the other players in the market. We analysed their organic online activity, including the domain authority, keyword position distribution, branded vs non-branded traffic as well as their top indexed pages and much more to give us insight into what to prioritise.

The Results

2020 was a record year for Boucleme in many ways. We saw an immediate impact in terms of the traffic, with thousands more relevant users visiting the site. We saw this translate into sales, with sessions that included a product view increasing by over 142%, and those that proceeded to checkout increasing by 262%. The year’s online revenue increased from £460,000 in 2019 to £1,200,000 in 2020 - an increase of 160%. Following our work on the technical site health, the number of keywords that the site ranked for increased from less than 100 to more than 2000. We were also able to improve the domain authority to exceed all UK competitors.


increase in online revenue


more keywords ranked for


increase in users

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