Beauty Expert [www.beautyexpert.co.uk] is a female focused brand specialising in various aspects of female beauty, cosmetics and style. With a strong share of a very large and profitable market the need for cutting-edge design and solid performance is paramount. Through a well designed site and active blog Beauty Expert has seen year-on-year growth of 20%. Part of this growth is down to a strong online marketing strategy based on Pay Per Click (PPC) and Search Engine Optimisation (SEO).
Once this is done we generate a list of 'keyphrases' which form the basis for both PPC and SEO. Note how for Beauty Expert, in fact all our clients we run through the same process for both paid and organic search. It is this consistency that proves most successful in search engine marketing.
We reviewed every element of the Beauty Expert site to ensure that onpage copy, behind the scenes code and site structure were geared up for search. At the same time we structured a logical and broad paid search campaign featuring all products and brands based around the keyphrases we had identified earlier.
“Search is vital for us because it is vital for our customers. We recognised that most people use a search engine even if they know exactly what they are looking for and in most cases even when they knew where to find it. By ranking well for search terms related to the products you sell you hold a golden ticket to make money. Search, both paid and natural brings us the majority of our revenue, literally thousands of pounds rolling into our business from Google everyday. If that isn't a reason to adopt a search project with an SEO and web agency I don't know what is!”
Objective:
The objective of a search campaign is simple. Look at the products that are being sold and ensure that when someone is looking for those products the name they find at the top of the list is Beauty Expert. There focus for Beauty Expert was in two areas, development of an SEO strategy to increase natural rankings and secondly the structuring of a paid search campaign to a set Cost Per Acquisition (CPA).
Solution:
Search strategy starts by analysing the customer's brand, products or services and Unique Selling Points (USPs). Once a clear picture of what a client offers is understood we can start researching who the customer is and how they use search to locate these products or services. We use a number of tools which monitor the volumes of different search phrases and we test which phrases are used most often but also which phrases attract the most amount of competition.
Once this is done we generate a list of 'keyphrases' which form the basis for both PPC and SEO. Note how for Beauty Expert, in fact all our clients we run through the same process for both paid and organic search. It is this consistency that proves most successful in search engine marketing.
We reviewed every element of the Beauty Expert site to ensure that onpage copy, behind the scenes code and site structure were geared up for search. At the same time we structured a logical and broad paid search campaign featuring all products and brands based around the keyphrases we had identified earlier.
Results:
Over 60% of Beauty Expert's revenue comes from search. Of this the majority is from organic search meaning that the every click is free. Beauty Expert holds a first page ranking for most of the brands they sell and over half sit within the top 5 places.
“Search is vital for us because it is vital for our customers. We recognised that most people use a search engine even if they know exactly what they are looking for and in most cases even when they knew where to find it. By ranking well for search terms related to the products you sell you hold a golden ticket to make money. Search, both paid and natural brings us the majority of our revenue, literally thousands of pounds rolling into our business from Google everyday. If that isn't a reason to adopt a search project with an SEO and web agency I don't know what is!”
