The beauty industry in the United States is a highly competitive market; thousands of brands continue striving to gain maximum visibility and sales. Organic eye creams have become one of the most demanding organic products since customers prefer natural products to use on their skin. For the online platforms engaged with this particular business line, SEO optimization is one of the most significant keys to securing a high rank for online searches and driving performance.
This blog discusses how an e-commerce platform selling organic eye cream in the US beauty industry improves and delivers remarkable results with SEO Gangs strategies.
Read More: Search Engine Optimization Case Studies
Organic Eye Cream E-Commerce Platform
The website was in the organic skincare business, where the competition runs very high, and it sells a variety of products ranging from eye creams to other beauty products. Before the implementation of SEO, we identified that the website had 1,000 pages and had technical and content-related problems. These problems were limiting the visibility of the website and sales.
Initial SEO Challenges
Some initial SEO challenges we discovered on the website:
Blocked Pages by Robots.txt
The most important issue was the robots.txt file that blocked important pages from being crawled and indexed by search engines. Due to this, some major pages, such as best-selling organic eye creams, remain unseen.
Absence of a Sitemap
As we mentioned, it had more than 1,000 pages, for which a sitemap is the most important key factor to guide the search engine. The site map was lacking, which made it difficult to locate and index all the pages on the search engine, thus reducing the chances for the website to rank high for relevant keywords like organic eye cream.
Poorly Optimized Content
The majority of the content on the product and collection pages was not keyword-oriented and did not intend to address the user’s pain points. This was the reason the platform failed to rank for such precious keywords like “best organic eye cream for dark circles” and “organic anti-aging eye cream.”
Lack of Keyword Research for Blog Content
Old blog posts were published without proper keyword research and also missing opportunities to capture organic traffic of trending topics within the beauty industry. For example, the platform had general blog posts related to skin care. But, they were not targeting specific queries potential customers were searching for, such as “What are the benefits of organic eye cream for sensitive skin?”.
Inefficient Internal Linking
The internal linking was not efficient because essential pages lacked links from the high-traffic areas of the website. This made it hard to understand the relevance of specific pages for search engines.
Website Performance Issues
Website performance affected the optimization of SEO on the platform. The site had slow load times due to unnecessary images and JavaScript. This resulted in a terrible user experience and led to higher bounce rates.
Metrics Before the Implementation of SEO Gangs Strategies
Before we implement any strategy, this is where the click, impression, ctr, and average position of the website was standing:
1. Clicks
Before: 14.8K
2. Impressions
Before: 277K
3. Click-Through Rate (CTR)
Before: 5.4%
4. Average Position
Before: 20.9
Strategic Solutions by SEO Gang
We applied various strategic SEO solutions to overcome the challenges and enhance organic search performance. These were a mix of technical fixes and content optimization to increase visibility around the keyword organic eye cream.
Technical SEO Fixes
We started right by fixing technical SEO issues:
Updated Robots.txt File:
For the main pages, we ensured that the robots.txt file was updated to allow the search crawler to crawl and index important product and collection pages.
Created and Submitted a Sitemap
We set up a detailed XML sitemap and submitted it to Google Search Console. This helped raise the platform’s indexing rate such that all its pages, including organic eye creams, started to be found by search engines.
Content Optimization
In this stage, we optimized the whole website with relevant keywords:
Keyword Research
We did extensive keyword research to find related keywords regarding the blog and product pages of the website, such as “organic eye cream for puffy,” “best natural eye cream for wrinkles,” and “vegan eye cream for dark circles.”.
Content updates
Then, we started optimizing the content of product and collection pages with the relevant, targeted keywords and focused on new content, understanding the customer pain points, how organic skincare is a better choice, how to choose the right eye cream for your skin concern, and so on.
Internal Linking Structure
To connect equity flow more cohesively throughout the site and convey each page’s importance to search engines, we followed the right strategy of internal linking:
Enhanced Internal Linking
Our team improved the internal linking structure by linking high-authority blog posts to product pages. For the organic skincare topics blog post, we directly link it to the organic eye cream page, which helps increase the rank of similar searches.
Website Performance Optimization
Improving website performance became an important yardstick that can be used to enhance user experience and SEO for any website. So, to enhance the performance of this website, we followed these steps:
Deferred JavaScript Files
We deferred JavaScript files to make pages load quicker, especially on mobile devices.
Minified CSS and JavaScript
Then, we minified CSS and JavaScript files, shrinking down their sizes and rendering the file size even smaller to enhance the platform loading.
After making the above points changes, we then compressed all images and added alt text, optimizing all of them with descriptions. By taking all these steps, we increased the speed of the site while enhancing the image search and SEO.
Outcomes and Key Metrics
As a result of the strategic SEO fixes, the platform receives significant improvements in several key performance metrics:
Clicks
- Before: 14.8K
- After: 19.1K
- Percentage Change: +29.05%
The platform experienced a notable increase in clicks, showing that more users were visiting the site after we improved its keyword targeting and technical SEO.
Impressions
- Before: 277K
- After: 417K
- Percentage Change: +50.54%
The number of impressions also saw a sharp rise, demonstrating that the platform’s pages, particularly those targeting “organic eye cream,” were appearing more frequently in search results.
Click-Through Rate (CTR)
- Before: 5.4%
- After: 4.6%
- Percentage Change: -14.81%
While the overall click-through rate decreased slightly, this could be attributed to the increased number of impressions. The platform now had more visibility, but users might have been seeing its content for more varied queries.
Average Position
- Before: 20.9
- After: 21.1
- Percentage Change: +0.96%
The platform’s average position improved slightly, reflecting the positive impact of content optimization and internal linking.
For an e-commerce platform in the beauty industry, particularly one selling organic eye creams or any other business category, SEO optimization is essential to drive traffic and boost sales. By addressing technical issues, conducting keyword research, and improving content and website performance, this platform significantly improved its search engine visibility.
Learn More: How SEO Gangs Content and Technical Fixes Boosted Women’s undergarments brand
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