Fether - Whitehat Agency
Fether Logo

Being seen in such a saturated market is not an easy feat. We first took the time to research Fether’s products on an ingredient based level and went from there.

Skincare Product

Fether is an Australian owned self-care brand founded with the sole purpose of making clean, effective premium Australian-made skincare at a price point that makes it attainable for everyone. With more and more people leaning towards products that are not only good for their skin but also the environment, the brand has its foot heavily in the game and is fast establishing itself as a brand to look out for in the future.

Key Services Used

Fether came to us with hopes to increase their organic traffic and rankings (SEO).


177% increase in organic revenue within the first 3 months of an ongoing SEO strategy


58% increase in organic New Users.

Qualified new users were finding the site.


220% Increase in Website visibility.

Multiple new keywords started performing.

The Challenge

With so many skincare brands on the market, the biggest challenge is visibility. So much competition makes it extremely difficult to not only stand out but to be seen at all. You need your products in front of eyes to sell. This comes especially hard for a brand that is only new to the market.

When we sat down with Fether to discuss objectives, they had already been running Google Ads and Facebook Ads but had spent very little time on any kind of SEO work. They were on the right track running ads as a new business to get in front of eyes. Still, unfortunately, to guarantee sustainable results and ensure profitable growth, you need to concentrate on something that offers you long term results and run alongside Ads. 

Key Challenges Solved

We established that organic traffic was an area we needed to focus on. It would take some serious efforts to stand up against the competition, with many stand-alone and well-established brands and big, well-recognised international beauty retailers already doing so well, holding most of the market share in Fethers competitive space. An overarching and multi-faceted SEO strategy was a top priority.

  1. Minimal to no visibility.
  2. Minimal brand awareness.
  3. Low organic revenue.
  4. Low traffic

Our Solution

The challenge was evident and presented in black and white. As we do with every client, we took a step back and looked at the business as a whole, then developed a strategy to suit. We walked the client through our thinking, approach and the necessary steps it would take to ensure results and ultimately achieve the desired outcome.

  1. Competitor research
  2. Keyword research 
  3. Site architecture 
  4. Backlink building

1. Competitor Research

With the vast competition Fether was up against, we had to establish who was their ‘perfect competitor. It was essential for us to know exactly what key competitors were doing well, how they were achieving it and where we could improve upon their efforts. We needed to not only match the competition but do better than them. This may not seem important; however, if you understand why someone else is at the top, it gives you a clearer idea of what you have to do to get there yourself.

2. Keyword Research

When trying to impact a market that is oversaturated, it’s crucial to choose keywords relevant to your business or product to ensure that you’re hitting your target audience and have a higher chance of that audience converting. While this may seem obvious, a lot of time went into research to ensure that our efforts would get results.  We put together a dense list of keywords that included not only product-specific terms but also broader high volume terms.

3. Keyword Mapping

It’s important after you have your keyword research to really hone in on what are going to be your breadwinning terms. Based upon our research, we narrowed the extensive list of keywords down to the most relevant. From here we mapped those keywords across the site and decided which pages should be targeting which terms. Because Fether offered ingredient or result based products, we chose to target the more specific terms to the individual product pages. We then started getting slightly more generic as we moved out through the collections pages and ended up on the homepage, targeting the significant volume non-specific keywords. This made sure that those searching for particular things, i.e. ingredients, ended up on the right product page straight away, increasing the chance of a conversion.

4. Backlink Building Strategy

An effective backlink strategy is vital to building trust. It helps to ensure that search engines recognise your site as legitimate. Because Fether was a relatively new site, we felt it was especially important to include a backlinking strategy. We wanted to efficiently improve website rankings and search engine visibility while at the same time building trust. A strong backlink strategy is a key element of SEO’s long-term success.

Backlink Building Strategy

Spikes can be seen in revenue and conversions from organic traffic.

Business Impact

After implementing our custom SEO strategy, new qualified organic traffic started being driven to the Fether site. Early on, we predicted that this would result in more organic revenue and conversions, and we were right. In such a little time frame, Fether are solidifying their spot in the natural skincare market. We can forecast that the increases seen in organic traffic, revenue and conversions will continue with ongoing SEO, working towards the goal of being on top of google rankings and ahead of the competition.

This case study example illustrates how Fether overcame immense market competition to achieve unprecedented growth in organic revenue and user engagement.


Increase in organic revenue. Users were finding the website and loving the product. We sent qualified traffic to the site by targeting the right terms.


Increase in website visibility.  As keywords started performing and rankings climbed,  Fether was showing up for multiple generic and specific terms, resulting in more clicks and more eyes. 


Increase organic new users. As visibility increased, Fether was attracting new and unique users on the site instead of only repeat visitors. This was an important metric to track to understand consistency.


Proven strategies for Revenue Growth

Join the long list of businesses achieving Skyrocketing SEO results

Our team of SEO Experts obsess over details and results. Each strategy is tailored to achieve the greatest results and growth that not only get eyes on your business but lead to sales and profit. The SEO team at Whitehat Agency stay up to date with world class practices, ensuring you stay ahead of the competition and the curve. 


Talk to our strategist.

We are happy to answer your questions & get you
acquainted with how we can help your business.

  • 100% FREE digital strategy consultation, with no commitments.
  • Pricing & budget information.
  • How we can will help your business.
  • Quick website review.

Contact Form

Sign up to the Whitehat Agency newsletter for cutting-edge industry insights.