Skincare Client Seeks Understanding and SEO Turnaround
Eyeful quickly improves SEO-driven clicks and sessions 42%, and revenue by 30%
Industry: B2C (owned retail), B2B (resellers)
Solutions: SEO
About Our Client
Our client is a skincare company that takes a science-based approach to creating products to solve skin problems. The company’s core line of products include makeup, facial care, and body formulas with ingredients to combat aging, sun damage, acne, and other skin problems. Each product features transparent ingredients and interactions and the company proudly maintains a global presence.
The Challenge
In the year before engaging Eyeful Media, our client saw an 80% decline in organic sessions to their site, along with the associated revenue impacts. The root cause of this drop was a mystery, with the client having no leads to pursue while investigating the problem.
Unfortunately, resellers and competitors of the client’s brands saw their declining position and took advantage. They managed to overtake our client in search positions for their own branded terms, and nearly all non-brand visibility was lost.
The company came to Eyeful, asking us to create a one-time audit and develop a recovery plan. Our aim was to not only increase their online presence, but also to increase revenue and boost customer satisfaction and loyalty.
Findings
The first thing we needed to do was dig deep into their website’s analytics and related data to pinpoint the source of this client’s problems. From there, we could begin to build a plan that would address the issues present, correct them, and build processes to prevent such difficulties going forward.
As we conducted our audit, Eyeful identified the following issues:
International traffic (outside the US) was the most impacted by losses.
The impact of this shift was that US shoppers brought in more revenue than the rest of the world combined.
Marketing and technology support was hyper-focused on international growth, but their implementation strategies could use some expert guidance.
The company had expanded their digital footprint too fast and without an effective scaling strategy for their eCommerce solutions. This led to content duplication issues and confusion on the website. From Google’s perspective, there were over a hundred duplicate experiences on the site, a problem that hurt SEO.
Most of the client’s pages that were somehow still ranking outside of the US contained errors that lead visitors to the wrong website experience for their country.
The Solution
Given the pain points identified above, the Eyeful SEO team understood that we had our work cut out for us. We put our heads together to come up with a plan of action that would allow our client to recover from these problems and once again regain their standing in the international digital marketplace.
We wanted to help the client deal with the reality of the moment, seeing their popularity in the US as an asset rather than a problem to be solved. Once that is established within their web presence, we wanted to help them fix the problems that were keeping them from growing and thriving both domestically and internationally.
Our plan forward suggested that the client’s web team should:
Limit immediate international website support to the top 10 revenue-generating geolocations.
Shift their perspective to see the US market as the driving force behind search visibility and establish it as the “default” website experience.
Modify product page URL structures to be more attractive to search engines by including search-supporting terms and phrases.
Coordinate emergency fixes and situation-aligned requirements to the website redesign that was already in progress.
Work with senior company leaders to help them understand and prevent similar situations in the future.
Results
As the client took in our advice and began to implement it, they saw nearly instant results. The rapid freefall of their search visibility numbers stabilized immediately, giving them a new baseline to work from as our relationship with their team began to flourish.
Since that time, weekly impressions to their site have increased by 56%. Clicks and sessions are up 42%. Online revenue improved by 30%. Their percentage of new visitors increased from 35% to 50% with sessions steadily climbing. All of this goes to show that overall business engagement is improving.
Today, this client’s baseline metrics have nearly returned to the level they were before there was a website problem. Their numbers are now on pace to exceed prior performance.
What’s Next
Going forward, Eyeful is engaged with this client on future strategic planning beyond SEO. We’re working across multiple channels and agencies to provide a vision that marketing can work together to support.
The client has been so thrilled with the results of our initial contract that a new, long-term contract has now been signed to establish Eyeful as the agency of record for their SEO. We couldn’t be more excited to partner with this amazing and unique beauty brand and help them grow and thrive well into the future!