Challenges

Invity wanted to grow their presence on social media beyond Singapore, to reach out to audiences mainly based in the US and UK (where they have recently launched their online store there).

As part of their efforts to break into the international market, they worked on building up a large number of followers. The reason being that retailers use follower counts to assess whether they should bring a brand onboard or not. 

Simultaneously, Invity was also looking to build a community of followers for their products and brand.

Produce Quality Social Media Content

Understanding Invity’s commitment to premium anti-aging skincare and their rigorous quality standards, we tailored a series of visuals to mirror these core values.

Our objective was to highlight Invity’s dedication to excellence, so we ensured that each image and video exuded a sharp, glossy finish, resonating with Invity’s hallmark of quality.

Simultaneously, we aimed to educate potential customers on the advantages of using Invity’s products, emphasising the scientific innovation and meticulous research that underpin their effectiveness.

This educational angle was chosen to empower consumers with knowledge, making them more informed about their skincare choices and how Invity’s products can significantly contribute to their anti-aging regimen.

To that end, we created visuals such as the one below which explains the benefits of the active ingredients used in Infinity’s products.

Additionally, we also featured user-generated content (UGC) videos for Invity. UGC videos are very popular in the skincare community as it allows people to see what a product looks like on the skin, the texture of the product, and how absorbent it is. It also makes the brand seem more authentic and approachable.

Pave the Way for Invity’s Entry into the United Kingdom

One of Infinity’s goals was to tap into the United Kingdom (UK) beauty products market. To help create awareness for Infinity products, we planned out a social media contest which invited followers to follow Infinity on Instagram, comment on a post, and tag three friends.

By encouraging participants to follow Invity, comment on posts, and tag friends, we aimed to create a viral effect, significantly expanding the brand’s reach and awareness among UK beauty enthusiasts.

This method was chosen for its effectiveness in generating excitement and buzz around Invity’s products, laying a solid foundation for the brand’s growth and success in a new market. It also had the benefit of significantly increasing Infinity’s Instagram follower count.

Our Approach

When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:

• SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
• Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
• Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
• Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends

Comprehensive SEO Audit

We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.

Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.

Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.

Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.

It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.

This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:

Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.

The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.

Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.

Tracking & Monitoring of Collectius’ Web Performance

To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.

With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.

Digital Content Strategy

Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.

This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.

From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.

Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.

Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.

Backlink Acquisition

To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.

Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.

As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.

This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.

Outstanding SEO Results for Collectius

Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:

Significant Traffic Growth

Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.

Expanded Keyword Reach

There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.

Top Rankings in Local Searches

Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.