SEO Case Study: Ranking a Cosmetics Website In The Top Results For Commercial Search Queries
Online store selling natural cosmetics
– Increase organic traffic from Google and other search engines
– Improve visibility for high-volume and commercial queries in the cosmetics niche
– Attract a new target audience - women interested in natural and skincare products
– Increase conversions from organic traffic (orders, subscriptions, registrations)
– Optimize website structure and improve page indexing
– Build website authority through content marketing and link building
Sales of innovative natural skincare and haircare products developed with eco-friendly ingredients and proprietary formulations
May, 2022 - present day
USA
Challenges of the project
About the project:
The website represents a brand of innovative natural cosmetics offering a wide range of skincare and haircare products. The online store that partnered with RegisTeam targets women seeking high-quality, eco-friendly personal care solutions. All products are developed using natural ingredients and modern cosmetic technologies, making them safe and appealing to health-conscious consumers. The project’s goal was to grow organic traffic and improve the website’s visibility in search engines, especially for high-frequency and niche-specific queries. Other key goals included attracting a new target audience, boosting brand recognition within the natural cosmetics segment, increasing online sales, and encouraging repeat purchases.
Project analytics prior to collaboration
Traffic Analysis:
SEO Expert’s Conclusion:
At the beginning of the project, it was clear the website lacked positive organic traffic growth. Despite offering a wide product range and having a functional e-commerce platform, the site struggled to attract new users from search engines. The main issue was low brand awareness: the products were perceived as No Name (or No Brand), which significantly hindered progress for high-frequency commercial queries in the highly competitive cosmetics market. Standard SEO methods did not yield expected results, and organic traffic remained low. This emphasized the need for a well-thought-out SEO strategy involving thorough keyword research, website structure optimization, content marketing, and link building. Only a comprehensive, expert-led approach could drive meaningful ranking improvements and generate a steady flow of targeted visitors.
Keyword Position Distribution:
Conclusion:
An initial analysis of keyword rankings showed the website had limited presence in top positions. It ranked for 361 keywords in the top 1,504 in the top 3, and 336 in the top 5 – indicating some basic reach. However, the majority of keywords – 4,880 were outside the top 50. This reflected the site’s low organic visibility and the ineffectiveness of previous SEO efforts. Most queries failed to reach user attention and, therefore, didn’t generate traffic. This emphasized the need for consistent optimization and a structured SEO campaign to push keywords into the top rankings and boost organic traffic.
Team actions
Project problematics:
- Lack of Meta Data Optimization for Relevant Keywords:
At the start of the project, the site lacked a systematic approach to optimizing meta data (title, description, h1) for relevant search queries. Many pages had duplicate or non-informative titles that didn’t contain the commercial keywords potential customers were using. This significantly reduced the site’s chances of ranking in top search results, even with quality content or a solid product lineup. The absence of target keywords in meta data also negatively impacted the click-through rate (CTR) of snippets, limiting organic traffic. To achieve effective promotion, the meta data had to be thoroughly optimized based on the site’s structure and semantic core.
Example of optimized meta data after semantic core development:
Project problematics:
- Incorrect H1 Tag Optimization.
An audit of H1 tags revealed many pages used overly generic or abstract headings – e.g., simply “Body” instead of a more specific, search-oriented heading like “Body Care Products.” Such headings failed to align with user intent and did not reflect the commercial queries real customers were using. As a result, search engines viewed the pages as less relevant, which hurt rankings for key search terms. RegisTeam’s team systematically revised H1 tags to focus on target keywords aligned with the site’s product structure and user expectations.
Example of properly optimized H1 tags for category pages:
Project problematics:
- Lack of Optimized Category Page Content.
RegisTeam carried out comprehensive text optimization for all key category pages. Unique SEO texts were created for each major category, incorporating both commercial and informational keywords. The content was structured based on user search intent and search engine requirements: optimized headings (H1 – H3), meta data (title, description), informative paragraphs, product benefits, and calls to action were added. This significantly improved page relevance, indexing, and began pushing low-ranking keywords higher in the search results.
Project problematics:
- Underdeveloped Website Structure
Example of improved structure developed by RegisTeam:
The promotion strategy focused on scaling the website through an expanded and well-organized structure. By creating a detailed hierarchy of categories, subcategories, filters, and tags, the team was able to generate a large number of landing pages – each optimized for specific keyword groups. This greatly enhanced the site’s ability to capture organic traffic from both high- and low-frequency queries across various stages of the user journey. Structure scaling wasn’t just technical – it served as a strategic growth lever, enabling sustainable improvement in rankings and traffic.
Example of optimized filters in the “Sun Protection” category:
Implementing SEO-optimized filters allowed the site to significantly expand its semantic reach, generating hundreds of relevant landing pages tailored to specific user queries. Each filter combination created a new entry point from search engines (e.g., “face cream with hyaluronic acid” or “body care for sensitive skin”). These optimized filters improved both user experience and organic visibility. Users found products faster, while the site gained additional targeted traffic, better behavioral metrics, and improved rankings for low- and mid-frequency keywords – especially valuable in a competitive niche.
Project problematics:
- Lack of External Optimization.
Before SEO work began, the project had no link-building activity, brand promotion on external platforms, or optimized company listings in online directories and business catalogs. The absence of a backlink profile hurt the website’s credibility in the eyes of search engines and limited its ability to rank for competitive queries. In the highly competitive cosmetics niche, a high-quality backlink profile is critical. Link factors are among the top three most important ranking signals in SEO – alongside technical optimization and content quality. Without external authority signals, the site was at a disadvantage in search rankings, even with solid on-site optimization. Building a high-quality, natural backlink profile became a key pillar of the promotion strategy.
Example of the backlink profile after launching link-building activities:
Results
Traffic Growth Dynamics:
Growth in Number of Ranking Keywords:
Improved Keyword Distribution by Position:
Summary
As a result of the implemented SEO strategy, the project achieved significant improvements in search engine visibility. The number of keywords ranking in the top position increased from 361 to 1.9K, in the Top 3 from 504 to 3.63K, and in the Top 5 from 336 to 3.27K. These figures highlight successful promotion across a wide range of queries and demonstrate the site’s strengthened position in organic search. Thanks to the consistent and professional work of RegisTeam’s SEO specialists – including content optimization, technical improvements, website structure scaling, and backlink development – the project achieved stable organic traffic growth and attracted a new audience. These results confirm the effectiveness of the chosen strategy and its alignment with the client’s business goals.
*This case study only discloses information in accordance with the terms outlined in the Non-Disclosure Agreement (NDA) signed between the parties
