Patanjali Becomes Household FMCG Product After Successful On-Page Optimization

About Patanjali

Patanjali Ayurved Limited is a company located in the industrial area of Haridwar, Acharya Balkrishna started the company Patanjali Ayurved Limited in 2006 along with Baba Ramdev.Patanjali Ayurved has a huge product range of cosmetics,food,medicines, books, CDs, DVDs and Audio cassettes at best price. According to  HSBC and CLSA Patanjali is the fastest growing consumer company in India.The company manufactures around 800 products which includes 45 and 30 types of cosmetic products and food products respectively.

Patanjali also sells its products online with the website name  patanjaliayurved.net and all the products are available online.Patanjali Ayurveda has tied up with Pittie Group and Kishore Biyani’s on 9 October 2015. As per the tie-up with Future Group, all the consumer products of Patanjali is available for the sale in the Future Group’s outlets .Patanjali Ayurveda products are also available in modern trade stores including Reliance Retail.

When the tie-up happened, Ramdev said: “We were looking for a Swadeshi retail chain to sell the products and Future Group’s Big Bazaar fitted in the bill.”

Business  Objectives

The main objective of Patanjali is establishing science of Ayurveda along with coordinating with the latest ancient and latest technology.

The major key points on which the company focusses are

• INNOVATION

Patanjali just quickly changes the whole game for the FMCG companies instead of trying to beat them.In the terms of annual revenue currently Patanjali has surpassed listed companies like P&G, Jyothy labs and Emami.At the present revenue of  Rs 2,500 crore, its valuation goes up to a whopping Rs 14,000 crore. Patanjali Group’s target is to gain  revenues of  Rs 5,000-10,000 crore in the next few years.

• PRICING

Patanjali is priced 10%-30% cheaper than other FMCG products. Patanjali offers better quality products at low prices.

APPROACH

Patanjali has a major advantage as it is associated with a famous personality, Baba Ramdev, who is a  yoga guru who has a fan following of millions who directly popularise this brand through his yoga camps. Baba Ramdev direct interaction with the consumers have helped promote the brand internationally.

Baba Ramdev is the brand who has helped the brand grow with a very low advertising expenditures. Promotion of Patanjali is done directly by Baba Ramdev.Recently he was seen promoting the brand in a reality show India’s Best Dramebaaz which has also been sponsored by Patanjali.

On-Page Optimization is also a major reason behind the brand gaining popularity.When we use the Keyword Planner Tool we  see that the popular keywords having Medium and high competition are Patanjali Products , Patanjali Products List, Ayurveda Medicines Online, Ayurvedic Herbs and Baba Ramdev Products .These popular Keywords are present in the title and description of the page so when the search engines crawls through the website  it is easily recognised as the search engines go through the titles and descriptions first.

Below are the titles, descriptions and the keywords taken from the Patanjali Website.

<title>Online Shopping: Shop Online for Food, Herbal cosmetics, Juices, Ayurvedic medicines, Books, CD, DVD – Patanjaliayurved.net</title>

<meta name=”keywords” content=”online shopping, online shopping sites, online shopping india, shopping, patanjali, shopping online, online shoping, shop, patanjali products, baba ramdev, ayurveda, shopping sites, home shop, online shopping websites, online shopping sites in india, online shopping in india, body shop, ayurvedic medicine, home shopping, the body shop, online shopping offers, best online shopping sites, ayurvedic medicines, patanjali ayurved, patanjaliayurved.net” />

The Title has explained each pages uniquely of the services provided.

When checked with the website www.woorank.com the score is 69.2 which proves that the website is doing good.

The URL’s and the Anchor Text has been properly defined, unique themes has been given for each pages .This helps in building relevance and link building.

When one clicks on a page and it doesn’t lead to a working page is called Broken Links.The broken links helps in breaking the journey of the search Engine Spiders so that they can’t traverse through all the pages of the website.

In the Patanjali website if one clicks on a page and it does not exist then we are redirected to the home page.

Robots.txt is a text file which instruct search engine Robots how to crawl and index pages on a website. Patanjali website has disallowed indexing of a specific folder.If the search engines crawl all the pages they would index all the pages.

Sitemap shows a  quick overview of a site, also provides a pathway for the search engines robots to follow and  provides us with links to every page of a site.It utilizes important keyword phrases and quickly shows visitors how to get where they need to go.Sitemaps are an easy way for webmasters to inform search engines about pages on their sites that are available for crawling.Patanjali website has done that in a great manner, it has listed all the URL’s of the website and has also given search engines priority information.

Patanjali has done a proper On-Page Optimization keeping the key features in mind which has helped the site being recognised easily.

Results

• After  successful On-Page Optimization the sales of the products available online has gone up drastically.
• Patanjali has already started exports of its products which has helped it being recognised internationally.
• The website beautifully describes the ingredients and benefits of each and every products and also the consumption that is required.

• The use of the keywords in the title and description has helped it increase traffic which has also helped in the increased sales.

Learnings

• On-Page Optimization can help a site increase its traffic.
• We need to understand what people might search and we need to give proper matching keywords with the content.
• It can also help raking our website which makes it easily recognisable. If the mentioned content is proper it attracts the user.
• The Title and the Description tags should explain uniquely the services provided as when google crawls through a website they first go through the title and description.
• The URL must contain meaningful words.
• Robots.txt file can be used to instruct search engine robot how to crawl and index pages on website.
• Sitemap can show a quick and easy-to-follow overview of the site.
• Thus, we learn On-Page Optimization can be used to increase the traffic and can also help in ranking our websites.

Image Credits- Patanjaliayurved.net, woorank