The saturated tobacco market hasn’t deterred the decade-old, family-owned BnB Tobacco from focusing on offering premier tobacco-related products and accessories to discerning customers. Somewhere along the way, large competitors mixed with a cluttered SERP started contributing to some unique challenges. BnB Tobacco turned to NetElixir, their strategic partner, to help them continue their previous growth path.
Over 1 billion people worldwide smoke, which is nearly 20% of the world’s population (Wikipedia). Unfortunately, tobacco as a category, is banned from paid search advertising on most search engines. That, coupled with the decline in smokers thanks to a more health-conscious trend, felt initially daunting. Instead of viewing this as a setback, NetElixir saw this as an opportunity for higher visibility in organic search.
BnB Tobacco was focusing on high-volume keywords like “tobacco” that yielded minimal results. NetElixir flipped their search strategy by targeting long-tail keywords that signaled an intent to buy rather than search. For example, “best pipe tobacco for beginners”. Structured data and semantic content were implemented on their site, which heled users find answers to their queries, thanks to Google’s Knowledge Graph. With these changes, slowly but surely, BnB Tobacco, once again, became a visible authority on the SERP in as little as 9 months.