Case Study: Lush drives a 2,086% click increase in review snippets with Semrush
Key results
The challenge
Lush Cosmetics, a global cruelty-free beauty brand, had strong brand recognition but treated non-branded search as an untapped opportunity until late 2019. In November 2019 its North American division hired its first SEO specialist, Laure Hessin, to optimize the Canadian and American websites for organic search and to maximize the effectiveness of paid search for its seasonal campaigns.
The solution
Hessin began with a major Semrush Site Audit that uncovered thousands of technical errors, which she prioritized and passed to the developer team. She then used the Keyword Magic Tool to reconcile Lush's playful product vocabulary with real search queries, and developed 'how to use' article templates following Google's structured data guidelines to target featured and rich snippets.
“Semrush Site Audit is the first tool you want to use to make sure your site health is consistent.”
LHLaure HessinSearch Marketing Specialist, Lush Cosmetics
The results, in context
Lush achieved 15% rich snippet growth and a 2,086% click increase in review snippets. Site health work reduced total site errors by 95%, from 20,000 in November 2019 to under 1,000 by November 2020.