Boka Shopify SEO Case Study: 177% Traffic Increase, 51% Revenue Growth

• Client: Boka.com
• Work Duration: September, 2023 to December, 2024
• Industry: Oral Care / Consumer Goods
• Platform: Shopify
• Key Results:
  • +177% Organic Traffic
  • +51% Revenue Growth

Their product line features non-toxic toothpastes powered by nano-hydroxyapatite (n-Ha), a mineral that composes 97% of tooth enamel and 70% of dentin. It effectively aids in remineralization and enamel health.

Before partnering with our agency:

• Boka primarily relied on PPC clicks, direct traffic, word of mouth, and limited influencer/brand marketing.
• Organic traffic from search engines was not meeting their growth goals.
• The brand struggled with competitiveness in a saturated oral care market, especially for keyword clusters around “hydroxyapatite toothpaste” and “fluoride-free toothpaste.”
• They also sought content marketing exposure through blog posts to improve brand visibility and to retarget visitors via paid ads.

The Strategy

Our Objective

Boka’s target audience seeks oral care products centered on non-toxic ingredients and holistic wellness. Their hero product is n-Ha toothpaste. Their challenge was to stand out among major oral care brands and retailers in organic search.

Our SEO strategy focused on establishing Boka.com as the topical expert in non-toxic oral care. We believed we could outcompete larger retailers by showcasing Boka’s expertise, product quality, and dedication to clean, effective ingredients.

From an on-page and technical SEO perspective, our initial audits found multiple opportunities to help search engines like Google better understand the context behind Boka’s collection pages. At that time:

• Collection pages had minimal traction and negligible organic traffic.
• Most organic traffic went to product pages under branded keywords.

We distilled our approach into four primary pillars:

1. Optimizing Revenue-Driving Pages
   • Priority 1: Collection Pages
   • Priority 2: Product Pages
2. Publishing New Collection Pages
   • Targeting relevant product contexts that Boka’s existing pages didn’t address
3. Building Topical Authority Through Quality Content
   • Developing a content calendar focused on relevant clusters around product offerings
4. Metadata Testing and Content Optimization
   • Continuous monitoring and updating based on SERP movements

Strategy Execution

1. Optimizing Revenue-Driving Pages

Boka originally had six collection pages, none of which were effectively optimized. Key issues included:

• Unoptimized Meta Titles: For instance, titles like “Toothpaste – Boka” or “Mouthwash – Boka.”
• Missing Meta Descriptions: All collection pages lacked descriptive meta tags.
• Minimal On-Page Content: Search engine bots had little to parse regarding product context, limiting rankings.

Our Actions

1. Keyword Clustering
   • For the Toothpaste collection page, for example, we identified keywords like “n-Ha toothpaste,” “hydroxyapatite toothpaste,” and “nano-hydroxyapatite toothpaste.”
2. Metadata Optimization
   • Rewrote titles: Instead of “Toothpaste – Boka,” we used “Nano-Hydroxyapatite (n-Ha) Toothpaste | Free Shipping.”
   • Optimized the H1 tags to mirror high-intent keywords (e.g., “Nano-Hydroxyapatite (n-Ha) Toothpaste”).
3. Dedicated Text Blocks & FAQ Sections
   • Added a text block under the H1 and another after product listings for an FAQ section.
   • This extra content provided more context for search engines, helping Boka rank for various keyword clusters.
4. Technical SEO Adjustments
   • Ensured a logical page structure.
   • Focused on collection pages as key drivers of relevant buying-intent traffic.
   • Identified product pages to optimize one level below these collections. For example, flavor-specific toothpaste collection pages are mapped to sub-product pages like “watermelon flavor toothpaste” and “orange flavor toothpaste.”

2. Publishing New Collection Pages

Initially, Boka had only seven collection pages:

1. Nano-Hydroxyapatite (n-Ha) Toothpaste
2. Mouthwash
3. Floss
4. Kits & Bundles
5. Kids
6. Toothbrushes
7. Whitening

However, existing collection pages couldn’t be optimized for other significant keyword clusters, such as:

• Fluoride-free toothpaste (~30k monthly searches)
• SLS-free toothpaste (~11k monthly searches)
• Flavored toothpaste (~3k monthly searches)
• Sulfate-free toothpaste (~2k monthly searches)

While one page could theoretically target multiple contexts, we risked over-optimization. Moreover, competitors that maintain dedicated product collection pages typically outrank generalized pages.

Our Actions

• Created 26 new collection pages targeting different search “entry points.” This allowed us to capture users searching with diverse intents, from “fluoride-free toothpaste” to “SLS-free toothpaste.”
• Matched each new collection page to a relevant product line within Boka’s inventory to ensure cohesive product offerings.
• Ensured each page was distinct in both content and keywords to avoid cannibalization.

3. Building Topical Authority Through Quality Content Publishing

We developed a content calendar featuring 150+ topics related to toothpaste, floss, toothbrushes, and overall oral hygiene. To guarantee medical accuracy and credibility:

1. Fact-Checking by a Dentist
   • Our in-house content creators drafted articles based on recognized sources, clinical references, and government guidelines.
   • A licensed dentist then reviewed every piece, adding expert insights.
2. In-Depth Guidelines for Writers
   • We furnished a detailed “Do’s and Don’ts” list to maintain brand voice and ensure coverage of key points.
   • Each article outline was carefully prepared to answer common user queries comprehensively.
3. Strategic Internal Linking
   • Cross-linked blog posts, product pages, and collection pages to create a robust site architecture.
   • Although we aimed to emphasize E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) via author bios, internal brand policies limited us from fully implementing this. Nonetheless, our high-quality content still performed well in rankings.

4. Metadata Testing and Content Optimization

Once we finalized the majority of our optimizations, we routinely monitored URLs that remained stagnant in rankings:

• Metadata Tests: We tried different meta title and description variations to boost click-through rates, especially on pages with promising impressions but low CTR, i.e., more available clicks.
• Blog Optimization Sprint: After 8 months of continuous publishing, we revisited older blog content to incorporate new data, additional headings, and improved internal links. This ensured ongoing growth.

The Results

We began collaborating with Boka on September 2, 2023, completing our optimization sprints in November. Since then, Boka’s organic traffic jumped from 17k monthly visitors to 48k, peaking at 71k monthly.

Notable Keyword Improvements

• “Hydroxyapatite toothpaste” (116k MSV)
  • Rank 17 → Rank 3
• “Nano hydroxyapatite toothpaste” (10k MSV)
  • Rank 12 → Rank 4
• “Non fluoride toothpaste” (4.7k MSV)
  • Not ranking → Rank 5
• “Best fluoride free toothpaste” (2.6k MSV)
  • Not ranking → Rank 4
• “Remineralizing toothpaste” (5.9k MSV)
  • Not ranking → Rank 3
• “Whitening toothpaste” (9k MSV)
  • Not ranking → Rank 3

* (MSV = Monthly Search Volume)

Segment-Wise Improvements

• Collection Pages: +1885.98% in traffic
• Blog Pages: +452900% in traffic
• Product Pages: –62%
  • Much of the product-page traffic shifted to newly optimized collection pages. Most product-page traffic involved branded queries, whereas collection pages now capture a wide range of non-branded search terms.

Overall Outcome

As a result of these efforts, total site traffic grew by 177%, and organic revenue increased by 51%. Both non-branded and branded keywords saw a boost – where Amazon once ranked higher for Boka’s branded terms, Boka’s own website now ranks at the top. We attribute this shift to providing more context and relevance across the site.

Ultimately, our SEO framework not only amplified brand awareness but also solidified Boka’s organic presence in a highly competitive space.

Let’s Talk Growth

At WebOperators, we specialize in data-driven SEO solutions designed to accelerate organic growth and boost revenue for brands of all sizes.

If you’re aiming to outrank competitors, improve site conversions, and strengthen your online presence, our team is here to help.

Let’s talk about your eCommerce goals and how we can tailor an SEO strategy that delivers the results you deserve.