The organic beauty industry has been one of the most booming sectors during the last few years, mainly because of the increased consumer interest in natural and eco-friendly products. In this fast-evolving marketplace, to stay on track, online beauty platforms must optimize their online presence with proper SEO strategies.
This blog will walk you through how SEO Gang strategies overcame the challenges of one of the beauty e-commerce platforms and achieved great results like their total clicks increased from 799K to 1.42M, total impressions increased from 12.6M to 15.1M, average CTR improved from 6.4% to 9.4%, and average position enhanced from 8.2 to 7.4.
Read More: Search Engine Optimization Case Studies
Challenges Faced by the Organic Beauty Industry
The initial audit of the beauty platform showed several SEO-related issues that were holding the platform back in organic search:
Multiple URL Versions
The beauty platform had multiple URL versions for every page, which caused issues with duplicate content. Search engines were unable to determine the correct page version to index and thus had dilution effects on its search visibility.
Content Quality Issues
The website’s content quality did not meet the current standards or align with the criteria set by recent search engine algorithm updates. Overall, the website content was lacking in providing valuable information that users were looking for from a high-quality website.
Poor Website Structure
The site was not structured well, making it difficult for both the user and search engines to navigate. A well-defined hierarchy is critical for an easy-to-use e-commerce SEO experience.
Search Console Errors
There were a number of search console errors related to the beauty industry that negatively impacted the site’s performance, causing issues with crawling and indexing.
Strategic Solutions for SEO Improvement
To overcome all the challenges the website was facing, we followed several SEO key strategies to unlock the platform’s full potential:
URL Consolidation
The first challenge was duplicated content created from the existence of multiple versions of URLs. The solution was picking the best version for each URL and redirecting the remaining versions through the use of 301 redirects. This removed all forms of duplication, ensured the crawlability of the website, and made search engines focus on the most relevant pages.
Content Quality Improvement
Improving the quality of content would be of utmost importance to the website. To overcome this challenge, these are some following steps which we have taken:
- We enhanced existing product descriptions by adding detailed information about the ingredients, benefits, and eco-friendliness.
- Created a new range of blog posts that target the education of consumers on the benefits of using organic beauty products.
- Added interesting images and infographics to make content more palatable and shareable.
By addressing content-related issues, the platform received a notable improvement in its search ranking, and its user engagement on the website also increased.
Website Structure Optimization
We refined the whole website to be a well-structured website for both user experience and search optimization. To make the website user-friendly, we adopted the following strategies.
- We categorized the whole website along with subcategories according to product types, such as skincare, haircare, and makeup.
- We did breadcrumb navigation to allow users to locate where they actually are on the website.
- Developed internal links that connected users to relevant product pages and other blog content to increase crawl depth and help users find related products.
By following this approach, navigation improved, search resulted in higher levels of engagement, and indexing got better in search engines.
Technical Fixes
Most of the performance-hindering issues on the platform accounted for errors in the search console. The errors were mainly based on crawlability, indexing, and mobile usability. The following fixes were applied to solve all these issues:
- Made the website responsive on mobile in order to ensure that it starts working fine across all devices.
- We modified and corrected the broken links and improved the website speed to improve the user experience.
- Added meta descriptions and titles as well as header tags on all pages in order to help search engines better understand the content.
Results: Success in the Organic Beauty Industry
Through the strategic implementation of these SEO solutions, the effects were highly impactful on the overall performance of the platform:
- Total Clicks: Increased from 799K to 1.42M
- Total Impressions: Increased from 12.6M to 15.1M
- Average CTR: Improved from 6.4% to 9.4%
- Average Position: Improved from 8.2 to 7.4
These results spell out how both the on-page and technical SEO issues can help overcome the challenges and achieve the outstanding performance of an e-commerce platform within the organic beauty industry.
Be it consolidation of URLs, content improvement, or solving technical issues, every aspect of SEO contributes toward making a platform visible to the right audience. Any business dealing in organic beauty industry growth can find leverage in strategic SEO to drive success in a very competitive market.
Learn More: 4 Powerful Strategies Boosting The Grocery Store’s Visibility
Take your brand to the next level!
Wondering how you can take your beauty business to a new level? With the beauty e-commerce SEO power approach, you can do this.
Get in touch with our team today, and let’s enhance organic traffic, site performance, and, ultimately, long-term success in the competitive organic beauty industry!