Charlotte’s Web is the leader in the CBD and hemp extract industry. They have set the bar in terms of quality standards and continue to strive to unleash the healing powers of botanicals with compassion and science.

While already leading the industry with $95 million in revenue from 2020, Charlotte’s Web noticed a slip in search engine rankings. They came to Investis Digital to recapture those rankings and increase their authority in the extremely competitive online CBD space.

Services include:

Content & Creative
Strategy

The challenge

Charlotte’s Web needed a content strategy that would get them back on top of the online CBD space

Charlotte’s Web came to Investis Digital needing more efficient and productive content to compete in the ultra-competitive online CBD space. They had an SEO strategy that they were implementing but their past content program didn’t bring the results they were looking for. On top of that, as a leader in the CBD industry, Charlotte’s Web is heavily scrutinized by the FDA and must comply with FDA regulations with regards to the specific language that can be used to describe their products and their effects.

The Solution

Create a robust, keyword-driven content strategy

To help Charlotte’s Web regain their rightful spot as top dog in the online CBD space Investis Digital needed to create a content strategy driven by keyword and competitive research. We began by understanding the Charlotte’s Web site’s current positioning and content gaps as well as identifying any quick content wins.

As a result of this research, we focused on building out the client’s top-of-funnel and educational content to empower customers with enough knowledge to make a purchase. We created extremely high-quality, researched-based content that will not only increase the Charlotte’s Web site’s authority in the space but also make it difficult for competitors to recreate. We also optimized existing quality content to capture target keywords.

To round it all out, we introduced new topic categories based on customer needs instead of product attributes and created an internal linking strategy to make it easy for users to find the topics and products they are interested in.

The Outcome

Charlotte’s Web retakes the top spot

As a result of Investis Digital’s efforts, Charlotte’s Web surged back to the top of the online CBD space. Through 48 published pieces of new and optimized content, INVD was able to earn 12,331 total backlinks and 2,174 new keyword rankings according to SEMRush. These new rankings helped Charlotte’s Web beat out their nearest competitors with a total of almost 8,300 keyword rankings.

Furthermore, a piece of existing content that Investis Digital optimized gained 1,159.57% in new users compared to the previous year. That page combined with two other optimized blog posts are responsible for a nearly 5000% jump in new users combined, compared to the previous year.

published blog posts

total new backlinks

new keyword rankings

increase in blog new users YoY

“We are very happy with the work ID has delivered and the results we have achieved. They are a team of experts and we look forward to working with them more in the future.”

Richard Coffman, Sr. Manager Site Content and SEO, Charlotte's Web

CBD Industry Leader Looks to Recapture Rankings and Boost Authority