Transforming an Artisanal Tea Brand Through Strategic SEO

Herbs & Kettles - An artisanal tea brand founded by Abe and Poorvi, practicing physicians in Atlanta, driven by their passion for wellness and exceptional tea. The brand focuses on providing hand-picked, delicately processed loose leaf teas and premium chai to tea enthusiasts across the USA with the heartfelt motto "With love, Your Chaiwalas"

Pain Points & Challenges

The client faced several critical business challenges that were significantly limiting their growth potential:

Over-dependence on Paid Advertising

The brand was heavily reliant on paid advertising spend for generating sales, which created unsustainable customer acquisition costs1. This dependency meant that any reduction in advertising budget would directly impact revenue, making the business model financially vulnerable and limiting scalability.

Poor Organic Search Visibility

With only 90 monthly organic sessions initially, Herbs & Kettles had minimal presence in search results. The website lacked rankings for non-brand keywords, meaning potential customers searching for tea-related terms couldn't discover the brand organically, severely limiting their market reach.

Authority & Expertise Gap

Despite being founded by healthcare professionals with genuine expertise, the brand struggled to establish credibility in the competitive tea industry. There was insufficient content to demonstrate their product quality and knowledge, preventing them from being recognized as a trusted source for tea expertise.

Limited Market Penetration

The brand faced difficulty reaching their target audience organically, with poor search engine presence for category-relevant terms. This resulted in missed opportunities during key seasonal periods like winter gifting seasons when tea sales typically peak.

Strategic Solutions & Implementation

Comprehensive Technical Website Audit

A detailed technical SEO audit was conducted to identify and correct critical issues affecting search engine crawling and indexing. This included improving site speed, enhancing user experience, and ensuring proper crawlability of all important pages.

Site Architecture Restructuring

The website's navigation and internal linking structure were completely overhauled to improve both user journey and search engine understanding. URL structure and hierarchy were optimized to create logical pathways for both users and search engine crawlers.

Extensive Keyword Research & Strategy

A comprehensive analysis of tea-related search terms was conducted, identifying high-opportunity, low-competition keywords. The strategy focused on both commercial intent queries (for sales) and informational intent queries (for building authority and expertise).

Customer-Centric Content Creation

Content was developed specifically from the USA consumer perspective, addressing the unique preferences and needs of American tea drinkers. This approach led to the creation of multiple tea collections organized by types, seasonality, health benefits, and specific ailments.

Tea Regions Focus Strategy

Tea regions were identified as crucial category pillars that significantly influence purchasing decisions. Pages related to specific tea origins and regions were optimized to leverage the brand's expertise and help customers make informed choices based on regional tea characteristics.