PARRIS
Our client is a high-end skincare brand providing professional quality products to spas, retail shops, and online. They are targeting younger urban millennials looking for a no-nonsense, high-performance skincare solution that delivers results.
Their Director of Marketing knew there was potential for SEO to significantly impact the company’s online sales, but they needed an SEO strategy that they could follow and actually execute.
Lead Time: 6 Months
Sector: Skincare & Health Sector
Target Type: eCommerce Customers
Demographic: Women (20s to mid-60s)
Website Goal: Increase online visibility, Drive more organic traffic, and Ultimately boost conversions and sales.
Services: SEO Keyword Research, PPC, Content Marketing, Link Building
295%
More Organic Traffic
The Challenge
The skincare/beauty industry is an extremely competitive space, with behemoths like Sephora, Amazon, and Ulta, to name a few.
This is not exactly the type of company you want to get beat up by in the search results, right?
Although our client had just redesigned their website, they had done little to make it successful for organic search.
The problem was that if no one was finding their website in the first place, there would be no way to connect with qualified leads and page 1 rankings were extremely difficult to achieve.
SEO Overhaul
First things first. Before a word was written or a strategy document was drafted, we started with the basics of SEO: an audit of the site.
This covered the on-page and foundational SEO of the site.
Everything from a lack of site meta and keywords to page structure that didn’t follow Google’s on-page guidelines had been overlooked in the sites current setup.
This meant going through every page on the site to check and improve things like meta descriptions, header tags and HTML, internal linking issues, and content structure to better reflect search intent.
This was the low-hanging fruit, the small details that can easily be overlooked, but which had the added benefit of making the site more readable by Google.
Technical factors such as mobile optimisation, crawlability, and site speed were also part of this initial technical audit, SEO and website tune up, if you will.
It was less about quick wins for this month, but rather making the website perform at its best and giving the site great foundations for a long term, sustainable, organic growth over time.
Keyword Research
Keyword research was also an important step in setting up a strong foundation for the campaign.
Instead of taking guesses or client assumptions at face value, we were throwing ourselves into the SERPs, using SEMrush and Ahrefs tools to scope out the relevant search volumes, user intent, and current SERP positions.
The idea here was to help establish the keywords that mattered, the queries and terms people were actually using when they were in a position to be ready to buy.
Keyword research results then informed a keyword roadmap.
Rather than just blindly optimise for keywords in a blunt way, we used these to first identify high-opportunity keywords, long tail variations, as well as any terms that better reflected the client’s products and target audience.
This informed a keyword roadmap to help guide the client’s future content creation and on-page optimisation efforts with more intention and strategy.
Google Ads (PPC)
SEO can take time to show results, so in the meantime, we didn’t want the client twiddling their thumbs waiting for months on end.
That’s where PPC stepped in. We set up hyper-focused Google Ads campaigns on short tail, high-intent keywords to bring in people high-up in the funnel (seconds away from clicking buy).
Ads copy was crafted to resonate with this high-intent audience based on Google’s own research into language and their ideal customer persona.
This served two purposes in the short-term: it provided the client with a reliable and constant source of traffic, and also a means of boosting brand visibility, market presence and high-converting buyers in the immediate term.
The beauty of PPC was the way it supported and complemented the SEO approach, driving traffic in the immediate term while SEO and organic efforts would gain momentum over the next few months.
Content Strategy (Blogs)
SEO and paid advertising was important, but content was the glue that helped build trust with the audience.
As such, a content strategy of creating long-form, in-depth, informational blog content was central to the SEO approach.
The key here was focusing on informational keywords and long-tail phrases.
In addition to helping the client site rank on Google, the real purpose of these content pieces was to genuinely help people, answer their questions and establish the brand as a skincare authority.
These content pieces did the dual job of bringing in traffic (organic from long-tail and informational keyword targets), as well as developing relationships with users.
Click through from these posts were one thing, but readers would stick around, consume the content, and return again in the future.
Link Building
SEO is a marathon, not a sprint. This was especially true when one of the most significant obstacles was starting from scratch.
In the space of online beauty and skincare, the brands the client was competing for top rankings were businesses with $100M+ turnover and multi-million pound backlink portfolios.
This called for a link building campaign to target high-authority websites relevant to the beauty and skincare industry.
This utilised Ahrefs and Majestic tools to track and evaluate link profiles, as well as an audit to establish where high-quality backlinks were coming from in the market and the opportunities for the strongest backlinks.
We established a target of roughly 18 high-quality backlinks per month over a 6-month period (mix of guest posts, features and press links), to not only drive improvements in ranking but also build brand credibility in a market where otherwise the client would be a small fish in a pond of industry giants.
Reporting & Consultation
In addition to the above elements, regular and transparent client reporting and consultation was maintained over the course of the project.
Monthly reports and traffic analysis gave the client visibility into their traffic growth, keyword ranking movement and traffic sources, and even conversion events (sales and micro-conversions like newsletter signups).
Quarterly consultation sessions provided the opportunity to review results, evaluate the strategy, and make adjustments.
This was in addition to an ongoing line of communication over the course of the campaign.
This helped keep the plan on track and ensured that client buy-in remained strong over the entire process.
Being transparent and data-driven also gave the client something tangible to refer to and celebrate along the way.
The Results
The SEO/content integrated strategy led to a host of results:
- 295% more organic traffic since the full-scale SEO campaign launched – an increase you can really see in the metrics.
- Non-branded organic visits went from 60 to 3,200, which confirmed that the site was being recognized for the searches that mattered.
- Keywords increased from 780 to 4,600, which indicated the strategy helped the brand seize more relevant search opportunities.
Due to these results, ECOSEO helped the client break into the competitive skincare market and gain real traction.
Technical Tools:
Google Analytics, SEMrush, Ahrefs and Google Search Console
SEO Services
Technical SEO, Conversion Optimisation, Press Release, Link Building, Conversation Rate Optimisation, Mobile Optimisation, Website Speed Optimisation
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