Growth hacking Driving Organic D2C Brand Growth (By Charu Kishnani)

1. D2C –
Organic
Growth Hacks
Charu Kishnani
CarDekho Group

2. Why SEO for D2C brands?
● Top Acquisition Channel : SEO is the top acquisition channel for 51% of D2C brands. (Source).
● Cost-effective & High Intent : Only channel that can reduce CAC & increase LTV. (Source)
● High Brand Credibility & Trust : One of the best ways for D2C products to become consumer
brands. (Source)

3. Funnel SEO Scope Distribute
Problem Unaware Create content about your problem statement Blog SEO, Youtube SEO, Google Discover
Problem Aware
Create educative content on how you are solving
that problem statement
Blog SEO, Category Pages SEO, Youtube
SEO, Google Discover
Solution Aware
Showcase your solutions for that problem
statement
Product Pages SEO, Category Pages SEO,
Blog SEO, Youtube SEO, Google Discover
DTC Funnel
Which stage of the funnel you are in?

4. Keyword Research Process
Keyword Ideas
• Understand your target audience (Identify demographics, pain points, and search behavior)
• Brainstorm seed keywords (Generate a list of initial seed keywords that are relevant to business)
• Use keyword research tools (Ahrefs, Keyword Planner, Semrush)
• Analyze competitor keywords (Look at their web content, meta tags & ads to identify gaps and
opportunities)
Keywords Prioritization
• Prioritize keywords (Prioritize based on their search volume, competition, relevance and potential traffic)
• Focus on long-tail keywords (Focus on longer phrases that are easy to rank & can provide targeted traffic
to product pages)
Keyword Optimization & Tracking
• Optimize your website content (Put target keywords on website content, meta tags, headings, URLs).
• Use location-based keywords (Optimise for local search & keywords if you have a physical store).
• Monitor and adjust (Use Search Console once a month to improvise on keyword strategy.

5. Keyword Research - Generate Ideas
Luxury Watch Company Preliminary Keyword Research:
Keyword Ideas
Seed Keywords Assumption : Luxury Watches, Premium Watches
Use Ahrefs to get keywords ideas, volume & difficulties.
Keyword Prioritization
Focus on keywords with high searches & low difficulties / competition.
“The best place to hide a dead body is page two of Google search results.”

6. Keyword Research - Narrow Focus
The more specific search terms, the easier it
will be to rank because of less competition.
Once you ‘own’ a small part of your niche and become popular, you can level up and sell to a larger & more general audience.

7. Keyword Research - Optimization
Approach SEO like a Zero Sum Game
Key places where you can use
keywords for rank
optimization:
● Title tags
● Meta descriptions
● Heading tags (H1, H2, H3,
etc.)
● URL structure
● Image alt tags
● Content
● Anchor text of link
Top 3 positions takes ~90% of traffic

8. Keyword Targeting
Including keywords in page titles helps search engines understand the topic and relevance of the page for SEO.

9. Keyword Targeting
Including keywords in page titles helps search
engines understand the topic and relevance of the
page for SEO.
V/S

10. Keyword Inlinking

11. Duplicate Content
Avoid Search Confusion & Penalty :
Identify pages with duplicate content, choose a single canonical URL for each page
Meta Tags & Headers
Visibility & Ranking in SERPs :
Meta tags summarize page content for SERPs and headers structure page content and assist with information hierarchy.
Site Speed
Increase Conversion :
Optimize images, reduce HTTP requests, cache, speed up server, CDN, fast hosting, minimize page size.
Interlinking
Site Navigation :
Interlinking relevant pages within a site to improve site navigation, crawlability, keyword targeting, and engagement
metrics.
Structured Data
Rich Results:
Add schema markup using JSON-LD or recommended formats, validate, add to key pages, and update.
Mobile Responsive
Better UX :
Responsive layout, optimized images/fonts, simple navigation, easy tap buttons, no pop-ups, test on multiple devices.
XML Sitemap
Speedup Crawling :
Identify key pages, generate XML sitemap, submit to search engines, update it regularly, and include only canonical URLs
Technical SEO

12. WhatsApp Growth Hack

13. WhatsApp Growth Hack

14. WhatsApp Growth Hack

15. APPENDIX
• Tooling & Kit
• Low hanging fruits
• Youtube SEO
• Amplify content on Google Discover
• Content Distribution
• Metrics to Measure
Following slides will contain few additional pointers which help supports your SEO initiative

16. DTC Website Tooling & Kit
Purpose Tools
E-Commerce Platform Shopify
Content Management System (CMS) Wordpress
Keyword Research Keyword Planner, Ahrefs
Website Performance Google PageSpeed Insights
Mobile Responsiveness Checker Mobile Friendly Test
Rich Snippet / Schematic Checker Rich Result Test
SEO Measurement Google Search Console
Video Creation Canva

17. Some low hanging fruits to optimise
• Cleanup & create searchable versions of collection pages. Your website might have multiple duplicates
resulting in keyword cannibalization.
• Add Content Briefs for all your collection pages. Every product should have SEO-optimised content
describing it.
• Use plugins to optimize Meta Tags. Add modifiers like ‘Buy’ & ‘Shop’ at the beginning of the sentence to
increase clicks & CTR.
• Write top-class editorial content for your blog pages and distribute it on your social assets.

18. Youtube SEO
• Research relevant keywords that your target audience is searching for.
• Optimize your video titles with attention-grabbing and concise titles that include your target keywords.
• Write compelling video descriptions that provide a brief summary of your video content and include
relevant keywords.
• Use relevant tags to help YouTube understand the content of your video.
• Create high-quality and engaging video content that provides value to your target audience.
• Encourage engagement by asking questions, responding to comments, and building a community
around your brand.
• Promote your videos on your website and social media channels, and consider running paid YouTube
ads to reach a larger audience.

19. Google Discover
• Create engaging, high-quality content with eye-catching visuals and headlines.
• Ensure mobile-friendliness with responsive design, improved site speed, and easy navigation.
• Focus on experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) in content.
• Use structured data markup (Schema.org) to help Google categorize your content.
• Keep content fresh by regularly updating it.
• Monitor performance in Google Discover using Google Search Console.

20. Content Distribution
● Social Media: Use social media platforms such as Instagram, Facebook, Twitter, and LinkedIn to share
content. Identify the platforms where your target audience is most active and create content that is
tailored to each platform.
● Email Marketing: Build an email list of subscribers and regularly send out newsletters and promotional
emails featuring your content. Include calls to action (CTAs) in your emails to encourage subscribers to
visit your website and engage with your brand.
● Influencer Marketing: Collaborate with influencers who have a following that aligns with your target
audience. Have them share your content with their audience or create content featuring your product or
brand.
● Content Syndication: Share your content on other relevant websites and platforms to reach new
audiences. Look for opportunities to guest post on other websites or share your content on content-
sharing platforms.

21. Metrics to Measure
1. Organic Search Traffic - The portion of website traffic that comes from search engines and is not paid for.
1. Social Media Followers and Engagement - The number of people following the brand on social media
platforms, as well as the level of engagement (likes, shares, comments) on the brand's social media content.
1. Email Subscriber Growth - The number of new email subscribers acquired over a given period of time.
1. Conversion Rate - The percentage of website visitors who take a desired action, such as making a purchase,
filling out a form, or subscribing to a newsletter.
1. Customer Lifetime Value (CLV) - The total value a customer will bring to the business over the course of their
relationship with the brand.