It was only 6 months ago that we entered into eCommerce SEO. In that, beauty was one of the earliest segments that we picked up.
Until that and even today, we promote a lot about SaaS and IT SEO.
But, we were skeptical about whether the team was equipped to handle eCommerce sites for content-driven SEO. We were also skeptical about whether there would be businesses that would understand its importance.
Frankly speaking, Missive Digital was able to convert eCommerce prospects faster than SaaS agencies. However, eCommerce companies always struggle with sales and revenues, while SaaS majorly focuses on organic visibility through SEO.
So, the challenge of ROI is higher with eCommerce SEO projects.
Also, we all know how unpredictable the SEO game is, especially after weekly Google algorithm updates from the past 6 months and with the invention of ChatGPT.
Then how were we able to generate such amazing SEO results for the leading UK-based beauty school? Let us tell you the story behind it.
The Objective to Achieve for Beauty eCommerce SEO
- Achieve more organic traffic (even that has to be using featured snippets)
- Increase sales for Nail Courses, Beauty Courses, and Skin Courses
Challenges We Faced When Doing Beauty eCommerce SEO
- They’re already the market leader, but online lead generation was the biggest issue.
- We only have basic access to their CMS and not full. So implementation slowed down.
- Most of their blogs ranked amazingly, but they never got any inquiries.
- They started publishing course videos, but they hardly got great views.
- They rebranded without informing us, and we got to know when we saw it on their website.
- They have a developer from the agency, but the pace and quality of work is slow.
The Best Part of Doing SEO for this UK’s Beauty eCommerce Site
SEO is always about the right combination of agencies, business owners, their in-house team, and a significant budget.
- A perfect team that helps scale up SEO – a developer, a designer for graphics and videos, multiple text and blog content creators, and one in-house marketing professional.
- Enough budget for new landing pages, blogs, videos, and more.
- Business owners are always open to suggestions and keen on continuously sharing feedback.
- We get on only 1 monthly call with the client to discuss the performance, sales numbers, and next month’s targets and strategy.
Services Offered to the Beauty School in the UK
- Tech SEO
- On-page SEO
- Content SEO
- Video and Image SEO
- Content Strategy
The Solution for Beauty eCommerce SEO
1. Perform detailed keyword research and clustering
Most websites with a significant organic presence suffer from one of the common issues is keyword cannibalization.
And for this website as well, we wanted to confirm that they don’t suffer from the same issue, and hence, we performed detailed keyword research and made clusters to bifurcate blog and money keywords.
2. Turn blogs into commercial pages
Most of their blogs targeted commercial queries but with no sales. We suggested turning the blog page into a commercial page, and we optimized the page for the relevant commercial keywords.
When we did this, we saw a huge spike in impressions, clicks, CTR, and average positions.
3. Define search and read intent for blog pages
Most blogs were just having the content of course details and nothing else. But the keywords of those blogs had the search and reading intent as informational, including their heading tags.
We completely changed their content flow, SEO tags, headings, and more to make the blog serve the purpose for which it was required – serve the user with the information they need and not sell the course.
Such changes not only helped with greater impressions but amazing clicks.
This blog is one of the blogs generating conversions for the client.
4. Resolve technical issues
A. Core web vitals – We analyzed the data in the field environment with PageSpeed Insights and Lighthouse Treemap and provided the solution on how to reduce the usage of unused scripts on the web pages.
B. Video Schema – We updated video schema tags for the pages that had video embeds. This improved our visibility on video search appearance.
C. Internal Linking – Internal Linking to 3XX, 4XX pages – We identified the pages that linked to 3XX and 4XX pages and replaced them with the right pages with status 200. We also found some internal links were going to non-indexable pages so we fixed them as well.
D. Redirect Chain – During the detailed audit, we came to know there were some redirect chains as well. For that, we did some thorough analysis and prepared a plan to discuss it with the client and their development team and finally, we handled that as well with care.
E. Pagination Issues – That audit also brought up that the website has pagination issues and we handled them by updating their canonical tags.
5. Conducted a thorough competitor analysis
We did a thorough analysis of our competitors to understand where we stand, and what things we need to improve and focus on.
We figured out gaps in the keywords, backlinks, UI/UX, content, and many other perspectives, with which we were able to tap the ones that were out of sight initially.
6. Optimize on-page SEO tags consistently
We are too aggressive in experimenting with SEO tags such as titles, meta descriptions, heading tags, image ALT, and more.
So we keep on updating them at regular intervals and monitor their performance continuously to understand what works for a page and what does not.
7. Optimize the content of the commercial pages and blogs every month
The entire industry knows how amazing we are at content optimization and we leave no stone unturned to make content work.
We are aggressive in content optimization for commercial as well as blog pages. We do thorough research about the page, and based on that we optimize the pages for brand messaging, content flow, structure, media, links, and more.
This improved the visibility of our commercial pages for commercial keywords and blog pages for informational intent.
8. Enhance the internal links on the website
We keep working on internal linking for the pages. We worked on adding internal links to correct pages with very important anchors. Avoided unnecessary and irrelevant internal links. (Ref. the SEO plan and marketing dashboard)
9. Added video timestamps and content for YouTube videos
We worked on giving video stamp suggestions for the long videos on the clients’ YouTube channel to improve the viewers’ experience.
This improved the visibility of our clients’ business via videos. Here, you can see improvement in visibility through YouTube videos.
10. Conversion Rate Optimization (CRO)
We did an analysis of the website visitors’ behavior using Hotjar, a CRO tool.
Based on the analysis, we suggested technical improvements that needed an immediate fix and were going to improve the user experience (UX).
Eg: blank hero section, Menu not visible to the user, H1 text getting trimmed
Also, many suggestions were based on user perspectives that helped the client multiply the conversions.
The Results for Beauty Ecommerce SEO
The organic conversions of Beauty eCommerce increased by 60.39% in 6 months.
This is just from Google Analytics, technically last month’s inquiries reached 430 from 190 in the previous month.
The impressions of Beauty Ecommerce SEO platform increased by 30% in the last 6 months.
While you’re nailing at performance marketing, get ready for better customer acquisition cost with SEO for your industry. Reach out to us now with the goals you want to achieve in the next quarter or two.
