Introduction
In April 2023, we partnered with L'Oréal Paris ME to boost their SEO for the upcoming Ramadan season. This case study details the six strategic steps we took to drastically improve their website traffic and engagement.
Step 1: Understanding User Intent - Keyword Research
First and foremost, it was crucial to understand the audience's behavior throughout Ramadan. To do so we conducted a thorough keyword research that provided insights into search trends during the period.
We used Google Keyword Planner & SEM rush to compile a list of all keywords associated with our client's brand, content, and products, as well as the terms people commonly used to search for these products. From this list, we identified the top trending keywords based on their search volume.
We worked on both their English and Arabic website, adapting our strategy to serve both Arabic and English consumers in the most adapted way. Although the tones were different for each language, the structural meaning stayed the same, ensuring a good user experience.
During Ramadan the top keywords related to L’Oreal Middle East in terms of volume were:
To be more specific we customize the search according to the country, to be able to generate a more efficient result for each GCC website of the brand.
In this case some trends were obvious : Hair coloration, hyaluronic acid, and dry skin concerns.
Step 2: Identifying Strategic Keywords
Following our keyword research, we carefully selected 5-8 topics based on those keywords. Our selection was guided by three main factors: high search volume, commercial relevance, and the competitive landscape.
Initially, we focused on high-volume and highly relevant keywords to gain immediate traction. We also developed a 12-month strategy to gradually keep improving the website’s SEO performance.
Step 3: Creating plan and structure
Acquisit blends both technical and content SEO in our unique approach. This means that when we assist our clients with content creation, the material is not only compelling but also meticulously optimized according to technical SEO guidelines.
In crafting the articles, we strategically integrated keywords identified during our research phase. These key terms are carefully placed in prominent positions such as the title and opening paragraph, and keywords variations were dispersed many times throughout the article to maximize search engine performance.
Step 4: Client Validation
We submitted our plan to the L'Oréal team for review and secured their approval to ensure complete alignment with their brand identity and overarching objectives.
Step 5: Technical SEO Enhancement
To optimize the content for search engine bots on the technical side the procedure involved optimizing the URL structure and identifying internal links opportunities for each article on the website. To improve page authority, this step is crucial.
The optimization of heading tags, such as <H1> and <H2>, also plays a significant role in how well a page is going to rank in the search engine results. These tags also offer the bots a quick overview of the content. For L’Oreal Paris, we enriched each header tags with different keyword variations to increase the chance that our pages would rank across all of them.
The final key element in our technical optimization strategy is the deliberate integration of internal links. These links are thoughtfully embedded throughout the content to guide users seamlessly to various sections of the website. This approach also provided opportunities to feature product links directly within the content, thereby enhancing user engagement. By incorporating these internal links, we were able to strategically steer the user's attention toward specific products, thus creating a more cohesive and engaging user journey.
Step 6: Creating Tailored Content
Furthermore, to encompass more than a single product, we centered the articles on skincare routines. It gave us a platform to showcase various key products for the brand and their benefits.
To extend the article's relevance beyond the Ramadan season, we integrated both general skincare and Ramadan-specific content. Written with a comprehensive scope in mind, the piece strategically introduced the Ramadan angle in the title and the conclusion.
This combination of topics allowed the content to be adaptable for long-term usage and ensured its sustainability. This is also confirmed in the chart provided below, where both impressions and clicks continue to rise even four months after Ramadan.
The page has also been enhanced with a video element in an effort to further boost engagement. This feature not only improves the user experience but also positively impacts search engine optimization. For search engines, the inclusion of video content enhances the website's authority, making it appear more credible. From the user's perspective, the visual element creates a more memorable experience, as visuals tend to be more impactful than text alone. We also used scientific vocabulary in the content to tailor the tone of voice to L’Oreal Paris’ brand identity.
Outcome
The data from Google Search Console corroborates the effectiveness of our approach:
we managed to hit the traffic numbers within the range we were expecting (+500 clicks a month) and ranked for strategic keywords.
Importantly, we've observed a shift in traffic distribution: rather than traffic being concentrated only on the homepage, visitors are now engaging with more pages as the graph below illustrates.
Conclusion
We took L'Oréal Paris' SEO performance during Ramadan to new heights by combining our skills in content creation and technical SEO. This was done by understanding the user intent, creating content specifically for them, and optimizing the technical website structure which was shown by this case study.
Tags:
SEO
