BONIIK

An SEO strategy that catered towards a specialty market.

Find out how Safari Digital helped one of Australia’s premier skin care and beauty retailers to increase their organic traffic by 3,222% and cater to Australia’s growing obsession with Korean skin care products.

About BONIIK

BONIIK is a leading Korean skincare and beauty retailer with multiple physical stores and a strong presence in the Korean Skincare Ecommerce space. BONIIK are an official distributor and retailer for internationally recognised brands and household names including Cosrx, the Face Shop, Klairs, and Innisfree.

The Challenge

The client approached us in late 2021 off the back of a fruitless SEO campaign with a competing SEO agency who had made big promises and delivered very little in the way of results. Rather than focussing on BONIIK’s unique market position as a Korean skincare specialist, the previous SEO efforts had largely focussed on general skincare search terms.

The issue is twofold:

The strategy did not acknowledge the growing search demand for Korean-specific skincare products and did not cater to that enthusiast market.
The SEO strategy was too broad in its approach. By targeting general search terms, the strategy was trying to punch above its weight and compete with large retailers who sold general skincare and beauty products.

Working with a company like BONIIK requires a deep understanding of how their products are positioned in the market and what their ideal customer looks like. A general skincare and beauty strategy neglects the demand for specialty skincare and focusses on broad search terms that are both more competitive and less likely to convert. An effective Ecommerce SEO strategy must consider the buyer – not just the search potential.

The Strategy

Create brand collections that target users at the beginning of their buyer journey. These customers are searching for specialty Korean skincare products by brand and are looking to browse the range.
Create targeted collection pages that align with how users search. Instead of targeting broad search terms, we aligned all collections with Korean-specific variations of those top-level keywords. The result is lower competition and higher conversion.
Manage changing SKUs and stock levels. As products come and go, we needed an SEO strategy that ensured authority was being directed in the right place and that replacement products were surfaced.
Focus on collections – not products. A well-executed product page will rank for product specific search terms. However, it was important to align our strategy with ever-green collections that were not subject to stock levels or changes from the manufacturers.
Create informational resources that assisted customers through the buyer journey. Comparison articles, buying guides, and a range of other resources generated significant organic traffic which increased brand awareness and provided valuable on-site resources to reduce friction during the purchase.
Research emerging skincare trends and in-demand Korean brands. We used keyword research to recognise trends and recommend brands that were in-demand. This collaborative approach ensured the client had the data to back up their hunches and made informed decisions when stocking new brands.

The Results

Month 1

Organic Clicks: 882
Organic Impressions: 21.3k

Month 12

Organic Clicks: 2,941
Organic Impressions: 87k

Month 24

Organic Clicks: 29,301
Organic Impressions: 2.05M

In the first 12 months, BONIIK achieved an organic traffic increase of 223. After two years, BONIIK achieved an organic traffic increase of 3222%. These exceptional results and growth were the result of a collaborative approach that correctly positioned BONIIK’s SEO strategy as a specialty Korean Skincare and Beauty retailer and ensured they were targeted lower competition, higher value search terms that provided real results.