Bodycare
49%
+156%
+233%
The Objective
Bodycare a national cosmetics, skincare, toiletries and perfume shop, tasked us to deliver them a new site as well as organic search campaign aimed at increasing PLP Visibility for new, high intent search terms where they currently had no rankings.
The Strategy
In-depth keyword research
We undertook keyword research, the results allowed us to expose a whole selection of new collection pages around searches for designer perfumes, celebrity fragrances, makeup product types, branded beauty lines and skin concerns. This comprehensive approach ensured we captured the full spectrum of consumer search intent across all beauty and fragrance segments.
Collection Page Expansion
We identified critical gaps in the existing site structure and created optimised new collection pages (PLPs) within the Shopline platform. We specifically targeted underserved categories missing from the old site, including makeup collections, designer and celebrity fragrances, aftershaves etc. These new PLPs filled critical gaps in the site’s taxonomy and captured significant search volume that was previously being missed, improving organic visibility and user engagement.
Technical SEO Improvements
We identified significant flaws in the site’s existing internal linking architecture that restricted authority flow throughout the site. We implemented technical SEO enhancements including a featured link component with strategically placed PLP recommendations across collection pages to improve user journeys and increase page authority. Breadcrumb navigation with clear trails across all product and collection pages for improved user experience and search engine understanding of site hierarchy. A redesigned main navigation eliminated orphaned pages while enabling both crawlers and users to reach desired pages with minimal clicks.
The Results
Comparing March 25 to March 24 after 12 months campaign work, the results speak for themselves. Bodycare gained considerable growth in traffic and rankings for the PLPs of the site.
