LUSH: Scrubbing up well for search - Organic

Two bathbombs in water half and half one pink and one purple with flower petals in.

Service and project type

Technical SEO

Relationship

Over the past two years, we’ve collaborated closely with LUSH Cosmetics, a leading retailer, to support their digital marketing growth and enhance online visibility. Given LUSH’s decision to step back from social media channels, as part of their Big Tech Rebellion, having a consultative partnership with our experienced team of SEO experts was crucial to supporting revenue growth and online success.

Problem

LUSH’s primary focus was on search optimisation, aiming to streamline site changes and drive organic traffic to their range of handmade products. A significant challenge arose when LUSH needed to migrate their North American websites (in the United States and Canada) into a global domain whilst minimising traffic and revenue loss.

Solution

In close collaboration with LUSH, we conducted analysis to predict the impact of the domain migrations. During and post-migration, our support encompassed:

Conducting thorough audits on upcoming changes, site and CMS ability and internal and external linking to ensure a seamless transition without any traffic loss.
Mapping redirects to maintain link equity and preserve the search experience.
Evaluating the indexability of proposed changes and conducting risk analysis to mitigate potential pitfalls.
Providing ongoing SEO consultancy to empower the LUSH team, fostering in-house SEO proficiency, and implementing technical enhancements to boost overall performance.

Woman browsing Lush's website on a mobile phone. — Visibility increased by 23% after Organic support.

Results

Since the start of our partnership, the tangible and intangible growth achieved for LUSH has been nothing short of impressive.

Achievements include:

A substantial 23% increase in visibility, even amidst the complexities of domain migrations.
Successful execution of two domain migrations from Canada and the United States to a global domain, including the complexities of multiple languages.
A highly satisfied and empowered LUSH team, resulting in strong NPS scores.