In the crowded skincare market, standing out among many beauty companies is no easy feat, particularly when emphasizing natural, heritage-based self-care rituals. With more and more consumers looking for sustainability and authenticity, how does a brand guarantee it reaches the right people?
In this blog, we are going to see how one natural, heritage-themed beauty products specialist skincare website transformed its performance with SEO Gangs’ content optimization, technical repair, and custom SEO strategies to achieve an incredible increase in clicks and impressions, even with some ranking challenges along the way.
Read More: Search Engine Optimization Case Studies
The Early Challenges of a Heritage-Inspired Skincare Website
When this project started, the skincare website had a number of challenges that constrained its performance:
Inadequate Google Search Console Configuration:
This resulted in faulty tracking and lost insights into important site performance metrics.
Indexing Problems:
Important product and blog pages were not indexed correctly, impacting search result visibility.
No Emotional Storytelling:
The meta content did not have the emotional and cultural richness that would appeal to users looking for heritage-based beauty solutions, which made it impossible for the brand to engage with its target audience on a deeper level.
By failing to deal with these, the brand would have been unable to cut through the noise in the overcrowded skincare industry.
Before we applied any solutions, these were the brand metrics:
Total Clicks: 3.11K
Impressions: 71.1K
CTR: 4.4%
Avg. Position: 18.6
SEO Gangs’ Strategic Solutions
SEO Gangs came up with an elaborate strategy that sorted out the above-mentioned problems on the spot, using content optimization, site architecture, and technical SEO fixes. Below is how we tackled it:
Keyword Research
We started with targeted keyword research that resonated with the brand’s selling proposition: heritage beauty and natural skincare. Utilizing high-intent, niche keywords like “sustainable self-care rituals” and “natural yerba mate skincare” enabled us to reach an even more targeted audience looking for products that align with their wellness lifestyle.
Content Strategy
We overhauled product copy by incorporating brand narrative into the text, emphasizing the cultural origins of the formulas. This helped not only to enhance product pages but also appealed to users seeking real and significant beauty rituals.
To create the brand’s web presence, we started a series of blogs titled “Rituals of Beauty: From Yerba Mate to Glowing Skin,” which are educational about the beauty and goodness of natural ingredients and beauty rituals. This placed the brand as a thought leader in heritage beauty space.
Website Structure & Technical SEO
Technical problems like improper Google Search Console configuration and issues with indexing were solved immediately. We resolved tracking issues to show more precise analytics and solved issues with indexing so that major pages could be indexed in search.
Additionally, we optimized the site’s Core Web Vitals especially LCP (Largest Contentful Paint) and CLS (Cumulative Layout Shift) to speed up site performance so that there is a more seamless user experience and faster page loads.
CTR Optimization & Rich Snippets
We created meta titles and descriptions with emotive and culturally contextual language, like “Glow Like Lara Ancient Argentine Secrets.” The goal of this was to build a greater affinity with prospects and enhance click-through rates (CTR).
We also implemented FAQ schema markup on critical pages such as “natural skincare benefits” in order to maximize the chances of obtaining featured snippets, potentially generating more traffic to the website.
Off-Page Strategy
To further increase the credibility and visibility of the brand, we partnered with eco-beauty influencers who identified with the brand’s story of natural and sustainable beauty. We also acquired high-authority backlinks from established wellness and lifestyle online publications, further increasing the domain authority of the site.
Staggering Traffic and Engagement Growth
Although it experienced some obstacles when it came to ranking, the tactical SEO work yielded tremendous improvements in traffic and engagement. Below are the outcomes:
Clicks: Went up from 3.11K to 5.46K, a stunning 75% rise.
Impressions: Went up from 71.1K to 132K, an 86% increase.
CTR: Fell slightly from 4.4% to 4.1%, a minor decline.
Position: Average ranking dropl from 18.6 to 23.8 at first, but this was inevitable with more competition. Still, the site did receive useful organic traffic.
Applying These Strategies to Your Skincare Business
If you have a skincare company that specializes in natural, heritage-based products, the secret to being noticed is more than wonderful products. You must make your website optimized for both users and search engines.
By concentrating on content optimization, technical problem solving, and branding your company with emotional stories, you will be able to connect with your audience in a more intimate way. The same techniques we applied to this skincare business—targeted keyword research, content re-creation, and technical solutions.
Learn More: How SEO Gangs Transformed a Medical-Grade Skincare Brand’s Digital Presence
Ready to Grow Your Skincare Business?
Is it time to lift the performance of your skincare site? Don’t let your business go dark. From optimizing your SEO to good load speed and to telling your story of heritage and tradition, we can do them all with compelling results.
Contact us today to learn how we can assist you in taking your natural and organic skincare business to the next level.