As always, we conducted an initial website audit to fix all top priority issues. And the first thing we noticed was that their non-branded keywords crashed around August 2018. We figured the Medic Update most likely hit the site and we set out on a mission to bring those keywords back to life. So, we decided to move the brand towards a non-branded keyword direction (when new customers search for products regardless of brand).
We performed extensive keyword research to discover new topic opportunities such as tattoo & scar covering, makeup artist, and drag queen makeup. Then we set up a content strategy to support our research and establish Dermacol as a makeup expert. Meanwhile, we also launched a backlink building strategy focused around Dermacol’s top-selling products, the new pillar article, and the blog posts.
Currently, we continue writing one high-quality SEO-optimized article per month. So far, we have created six. Moreover, we have optimized more than a hundred page titles and meta descriptions, including pages, products, collections, and blog posts.
Since the client decided to combine SEO and Google Ads, we ensured their product page titles and meta descriptions were optimized for Google Shopping Campaigns as well.
As for now, we still monitor the site monthly and fix any issues that come up from time to time. We also track Dermacol’s ranking keyword positions to discover new optimization opportunities.