The company I’m digging into this week is a company that I’ve never heard of, making it all the more interesting to research. Allow me to introduce you to Kind Laundry.
The Brand:
Kind Laundry is an all-natural, biodegradable, and pre-measured laundry detergent sheet made completely from plant-derived ingredients. It contains coconut oil and extract, all-natural polymers (PVA), and deionized water. No chemicals, no additives, no dyes, and no perfumes.
The Problems:
The brand was introduced to consumers in July 2020, making it a very young company amid the current pandemic. Consumers are faced with an unknown future, therefore making calculations for the future complicated. 64% of Americans changed their spending habits during the pandemic. (Leonhardt, 2020)
While consumers are spending more on their homes, they’re less likely to try a new product while watching their spending. During the pandemic, people pay less of their income on items perceived as nice-to-have or non-essential (such as clothing, shoes, makeup, jewelry, games, and electronics). (Seema Mehta, 2020)
A general review of their keywords shows their improper selection of SEO keywords. The top few are the only hits, and it’s specific to the company’s name. Therefore a customer would have to Google the company name before they’d ever find the company’s site.
The Solutions and Results:
While they’re new and there is much to do, the refinery that needs to take place can only happen if the company is willing to grow backlinks with more partnerships,
How can they grow? Easy when they follow leaders in the same genre of products. “Procter & Gamble was the leading liquid laundry detergent vendor in the United States in 2017, controlling over 55 percent of the total market. Procter & Gamble, also known as P&G, is the biggest consumer goods company in the world.” (Conway, 2020) Neat Laundry has decades of work to observe how Tide grew and how they can mirror the same product journey as a non-toxic, and earth friendly laundry company with dryer sheets.
“In 1946, Tide was introduced as the first heavy-duty laundry detergent in the United States. To promote the new product to homemakers, Tide became a prominent sponsor of daytime and primetime serials or “soap operas”.” (Leverette, 2020) Following their lead, Kind Laundry’s SEO keywords should be built around keywords that are buzzing with shopping trends and what consumers want.
Kind Laundry can meet the desires of what consumers want today. “Many of today’s consumers are demanding greater transparency in the products they purchase, including knowing where their products come from and what their ingredients are. According to a report by global consulting and research firm Kline & Company in 2018, the “natural” trend is the most important trend in the personal care industry. Traditional makers of personal care products, including Unilever, Colgate-Palmolive Co., and Proctor & Gamble, Co., have acquired smaller companies and built out their own natural divisions in order to compete with niche companies and startups in the industry.” (Delventhal, 2020)
Kind Laundry must have a strategic plan to clean up the brand’s current spaces on social media and manage it with a strategic plan moving forward. “Social media is built for mass sharing. That’s how social media affects SEO because all of this sharing adds up to more visibility for your content. If lots of people share your content on social media, then it’s likely more people will link to it, and links are a hugely important SEO ranking factor.” (Hurley-Hall, 2019)
Google Tips:
“Google updates their ranking algorithm frequently. But with all that’s been going on this year, it may be hard to commit time and energy to keep up with these constantly evolving SEO best practices. Fortunately, some quick SEO tips can make a big difference.
Google has rapidly developed new technologies and approaches to natural-language processing. Google’s goal is to enable people to search for things in a way that feels natural to them – which will be a huge relief to everyone who uses voice-assistant compatible devices like Siri on iPhones and Alexa on Echo devices to conduct searches. As a result, Google keeps getting better at understanding the context of what a searcher is looking for, so that the search engine results pages (SERPs) deliver exactly what the searcher wants.
For search engine marketers, this focus on user intent means if you want your content to rank well, you need to understand what your searchers really want – and you need to make sure your content delivers it.
Another big change is the increased impact that page experience has on search engine rankings. Because people vastly prefer websites that deliver a great page experience, Google has been busy adding a variety of user experience criteria to their ranking algorithm, including mobile-friendliness and how quickly pages load.
As Google explained in a May 2020 announcement:
Great page experiences enable people to get more done and engage more deeply … By adding page experience to the hundreds of signals that Google considers when ranking search results, we aim to help people more easily access the information and web pages they’re looking for, and support site owners in providing an experience users enjoy.” (Carter, 2020)
What’s your favorite SEO practices? Send them to me. I need you to stimulate me mind this time. ;)
Reference
Carter, B. (2020, August 3). 12 Quick SEO Tips for Google Ranking In 2020. Retrieved November 18, 2020, from https://www.clariantcreative.com/blog/quick-seo-tips-google-ranking-2020
Conway, P., & 4, M. (2020, May 04). Leading laundry detergent brands in the U.S. Retrieved November 18, 2020, from https://www.statista.com/statistics/188716/top-liquid-laundry-detergent-brands-in-the-united-states/
Delventhal, S. (2020, August 28). New Generation of Consumers Increase Demand for Natural Products. Retrieved November 18, 2020, from https://www.investopedia.com/articles/investing/022217/study-shows-surge-demand-natural-products.asp
Hurley-Hall, S. (2019, December 19). Social Media and SEO: Do Social Shares Really Matter for Ranking? Retrieved November 18, 2020, from https://optinmonster.com/social-media-and-seo/
Leonhardt, M. (2020, September 29). 64% of Americans changed their spending habits during the pandemic-here’s how. Retrieved November 18, 2020, from https://www.cnbc.com/2020/09/29/americans-have-changed-their-spending-habits-during-the-pandemic-heres-how.html
Leverette, M. (2020, May 18). Discover the History of Tide Laundry Detergent. Retrieved November 18, 2020, from https://www.thespruce.com/tide-laundry-detergent-through-the-decades-2146627
Seema Mehta, T. (2020, July 30). The New Consumer Behaviour Paradigm amid COVID-19: Permanent or Transient? – Seema Mehta, Tanjul Saxena, Neetu Purohit, 2020. Retrieved November 18, 2020, from https://journals.sagepub.com/doi/full/10.1177/0972063420940834
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