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Skincare SEO: 7 Best Practices For Beauty Brands

Skincare SEO has become an essential and highly effective marketing strategy for beauty brands. It is one of the most cost-effective and efficient marketing practices for beauty brands, as it not only ranks the website among the top results but also drives organic traffic and conversions.  Here we have listed the best search engine optimization […]



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Skincare SEO has become an essential and highly effective marketing strategy for beauty brands. It is one of the most cost-effective and efficient marketing practices for beauty brands, as it not only ranks the website among the top results but also drives organic traffic and conversions. 

Here we have listed the best search engine optimization practices for your cosmetic company, to help it rank higher on Google, build a strong authority in the niche, and drive high organic conversions. 

Let’s begin!

Top 7 SEO Practices for Skincare Companies

Here are the seven best search engine optimization practices to help beauty brands grow:

1- Perform Keyword Research

Keyword research is a comprehensive process that involves finding and analyzing your brand and niche-relevant keywords, which your target users search for when looking for products related to your company. 

Here are the steps to perform your keyword research with efficiency:

Understand Your Target Audience

Conduct market research and pay attention to social listening to get audience views while considering their demographics, purchasing parity, pain points, tastes, preferences, and concerns.

Prepare a List of Seed Keywords

Create a list of seed keywords related to skincare, beauty, and relevant product categories.  Seed keywords are general terms that are directly related to your brand or products, such as “anti-aging cream,” “moisturizing serum,” or “natural skincare.”

You can use keyword research tools like SEMrush, SEranking, Ahrefs, and Moz. These tools evaluate the selected keywords’ search volume, competition, and difficulty.

For example, when I enter the keyword “moisturizing cream”, the tool returns more than 1500 keyword ideas related to the primary keyword.

keyword suggestions

Similarly, you can enter your primary keywords one by one and find more ideas along with search volume and keyword difficulty for every keyword. 

Research Long-Tail Keywords

Ensure that you pay special attention to the long tail phrases as they cater to a niche audience and have the potential to attract more customers. They may have lower search volume but tend to convert better as they reflect the searcher’s intent more precisely. 

For example, “best organic anti-aging serum for sensitive skin” is a long-tail keyword. Here is another example of a long-tail keyword for a beauty brand, EuropeGirl Cosmetic, which offers concealers for Asian skin tones:

Research Long-Tail Keywords

Analyze Competitor Keywords

Examine the websites of your competitors and identify the keywords they are targeting. This can give you valuable insights into the keywords that are driving traffic and conversions in your niche.

Moreover, pay attention to long-tail keywords that your competitors are ranking for. These more specific phrases might be less competitive but have higher conversion rates as they match user intent more precisely. For instance, if your competitor is targeting the long-tail keyword “best organic sunscreen for sensitive skin,” you might want to explore similar niche keywords to attract a specialized audience. 

Also See: How to Create a Winning Local SEO Strategy

Additionally, analyzing your competitor’s paid keywords, if they are running Google Ads campaigns, can offer further keyword ideas. For example, if a competitor is bidding on keywords like “affordable acne treatment” in their paid campaigns, it suggests that this particular keyword may be valuable for skincare brands and might be worth considering in your own paid search strategy.

Categorize Your Keywords

If you offer a range of skincare products, group keywords related to each product category. You should also categorize keywords according to various skin concerns or conditions that your products address. For instance, group keywords related to “anti-aging,” “acne treatment,” “sensitive skin,” “hydration,” “brightening,” and others. This approach helps you target users searching for specific solutions.

2- Create A Mobile Friendly Website

A mobile-friendly website is designed to offer a smooth user experience across all devices, including mobiles, desktops, and tablets. It enables your website users to navigate and go through your brand features easily. 

Here are the compulsory features needed for your beauty website to be mobile-friendly:

  • Fast loading speed: Ensure your skincare website is easy to load with compressed images, faster plugins, and responsive design. Your website should automatically adjust the font, layout, and images to fit different screens and resolutions.
  • Limited CTA: Your mobile website should be free from overstuffing elements. Make sure you include only a few CTAs on your website. Also, keep enough whitespace on your website to help customers understand your brand elements.
  • Simple navigation: Your prospective customers should be able to find the relevant information and their desired location without any complications. Make sure your site has a clear and directive pathway for its users.
  • Compressed images: Users should be able to load your page elements faster; otherwise, it can hamper their experience, which might take them to your competitors. Ensure that you compress images and videos so your product pages load faster.
  • Faster customer support: Provide your website users with a clear path and quicker customer support to ease their purchasing journey. It should include mobile live support, 24×7 chatbot assistance, and a dedicated contact page.
  • Reduced popups: Ensure your mobile website is free from excessive pop-ups, as it might hamper your customers’ experience. 

Below is an example of the Huda Beauty mobile website, which includes easy access to all the site features with fast speed, detailed information, and no popups. 

3- Create High-Quality Content

Skincare consumers are often seeking information and solutions. Provide educational content that informs them about various skin concerns, ingredients, product benefits, and skincare routines. 

Quality content establishes your beauty brand as a credible source for beauty enthusiasts, drives organic referral traffic to your site, and increases your audience reach.

Related: 12 Best Examples of Beauty Content Marketing

Here is an example of the leading beauty brand, Olay, offering skin care-related content named Skinpedia. The content is curated by top beauty experts, influencers, and dermatologists. They allow users to refine and filter their experience based on their skin concerns and content format.


Here are some of the best ideas to create quality content for your cosmetic company:

  • Guides and how-to tutorials: Create comprehensive and simple guides to educate the users about using your beauty products and services. You can also create topics around tips and tricks related to the cosmetic arena to earn backlinks by offering expertise to the users, as Fenty Beauty produces video tutorials related to face, eyes, and lips makeup.
fenty beauty
  • Infographics: Create alluring and informative content in a visual format. Ensure that infographics explain a complex skincare topic in a simpler and more concise form, as the leading beauty brand, Sephora, did. They created an insightful infographic on how to get your makeup right.
complex coctails
  • Case studies, testimonials, and success stories: Another way to create high-quality content for your website is through user-generated content and customer feedback. You should dedicate a page on your website featuring your beauty brand’s success stories and customer testimonials highlighting your products and services. It helps earn backlinks by your existing customers to others who might find your company worthy. 
  • Expert interviews and roundups: Conduct interviews of beauty experts and influencers who can share their experiences and expertise to build good quality content for your brand. As seen in the below example, Anastasia Beverly Hills creates beauty episodes starring their founder and beauty expert. This helps build a strong authority and strengthen industry relationships. 

4- Implement On-Page Optimization

On-page optimization refers to improving your skincare website’s elements to enhance its visibility on SERP rankings. It involves making your website more relevant and accessible to beauty enthusiasts and search engines. 

Related: Best Beauty Marketing Companies

Here are the top factors you should pay attention to when optimizing your skincare website’s on-page elements:

  • Meta tags: Create relevant and intriguing page titles, headings, subheadings, and descriptions using keywords effectively. For example, if you are optimizing a product page for an “Organic Anti-Aging Serum,” include the keyword in the title tag, meta description, and header of the page. Also, use it naturally within the product description.
  • Internal linking structure: Use internal links effectively throughout your website, as it helps improve the navigational structure of your beauty site. Additionally, it helps users spend more time on your website while exploring your brand. For instance, if you have a blog post titled “The ultimate guide to get moisturized skin,” ensure that you link it with relevant product pages that include moisturizers from your company.
  • Image optimization: Optimize your site images by compressing their size and using alt text. It helps improve your page speed, user experience, and search relevance.
  • URL structure: Create SEO-friendly URLs for your web pages that show the relevance of your site content to the users as well as search engines. Keep URLs concise and include the primary keyword. Example: Instead of “,” use “”
  • Canonical URLs: Use canonical tags to specify the preferred version of duplicate content. Here is an example- <link rel=”canonical” href=”” /> In this example, the canonical tag is added to a duplicate page, specifying that the preferred version of the content is the “” URL.
  • XML sitemap: Generate and submit an XML sitemap to search engines for easier crawling. With an XML sitemap in place, search engine bots can quickly discover and access all the important pages on your website. This ensures that your latest content and updates are indexed promptly, leading to improved visibility in search results.
  • Schema markup: Implement schema markup in your web pages to give search engines additional context about your content. It is best to use schema markup on different website pages, including FAQs, ratings, and product pages, to enhance your search results.

Also See: Plastic Surgery SEO Companies: Top 10 SEO Firms

5- Acquire High Quality Backlinks

Acquiring backlinks for a cosmetic and skincare company requires a well-rounded approach that focuses on creating valuable content, building relationships, and promoting your brand within the beauty industry. 

Create Exceptional Content

Produce informative and engaging content that addresses common skincare concerns, beauty tips, ingredient insights, and product reviews. Quality content is more likely to be shared and linked to by other websites in the beauty niche. 

Outreach to Beauty Bloggers and Influencers

Connect with beauty bloggers, skincare experts, and influencers who have a significant following in the beauty industry. Offer to provide free samples of your skincare products for reviews or collaborate on content related to skincare and beauty. 

Do Guest Blogging 

Write guest posts for beauty blogs and authoritative websites in the beauty industry. By offering valuable content as a guest author, you can earn backlinks to your cosmetic and skincare company’s website. 

Collaborate on Roundup Posts

Participate in roundup posts or listicles curated by beauty bloggers or industry publications. These posts often feature top cosmetic and skin care products, beauty tips, or industry experts. Being included in such lists can earn you valuable backlinks. 

Engage in Skincare Influencer Marketing

Partner with beauty influencers to promote your cosmetic and skincare products. Influencers can create content featuring your products on their blogs or social media platforms, potentially leading to backlinks and increased brand visibility. 

Sponsor Beauty Events or Workshops

Support beauty events, workshops, or charity initiatives. Many event organizers include sponsor links on their websites, providing an opportunity for backlinks from event-related pages. 

Participate in Beauty Forums and Communities

Engage with beauty forums and online communities related to skincare and cosmetics. Provide helpful advice and insights, and link to relevant content on your website when appropriate. This can lead to natural backlinks from community members who find your contributions valuable. 

6- Integrate Social Media With Your Website

Social signals are an essential indicator to improve your brand’s search engine rankings. Ensure your brand has a solid social media presence to score high on SERPs and establish a stronghold in the beauty niche. 

Here is a list of tactics you can implement to enhance your skincare brand’s social media performance:

  • You should add icons of prominent social media platforms with your social profile links to enhance the visual appeal for your customers, as NYX Professional Makeup did to improve their social media visibility.
  • Fill your social media profiles with high-quality, informative content, including beauty tips, tutorials, product reviews, and hacks in a form that keeps your users engaged, similar to the leading cosmetic brand, L’Oreal, which has a massive following of 10.4 million on their Instagram.
  • Engage with your audience through various interactive elements like Q&As, live sessions, expert podcasts, messages, comments, and mentions.
  • Showcase your active social media presence by embedding live social media feeds directly on your website. Displaying your latest posts or customer interactions in real-time can add dynamic content to your website and encourage users to follow you on social media.
  • Leverage photo-sharing channels like Facebook, Instagram, and Pinterest to create shareable transformation pictures, educational infographics, and product tutorials.
  • Showcase social proof and customer testimonials on your website. Highlight positive reviews and comments from social media platforms to build trust and credibility with potential customers.
  • Create content in collaboration with leading beauty experts. This not only helps in increasing your brand exposure but also establishes your company as a credible one in the beauty niche.
  • Promote your website content on your social media channels and vice versa. Share links to new blog posts, product launches, or special offers, encouraging your social media followers to visit your website.

7- Promote User-Generated Content

User-generated content refers to the cosmetic-related content shared by your audiences and customers based on their experiences and interactions with your brand. It can be in various forms, including product reviews, skincare routines, testimonials, and social media stories.

Related: Top Beauty Marketing Services in 2023

Here are the top strategies you should adopt to encourage user-generated content for better SERP rankings:

  • Encourage your existing customers to provide reviews and prepare testimonials for your website and social media handles to rate your brand.
  • Create hashtags using your brand-relevant keywords to expose your beauty company to a global audience. Ask your product users to mention a particular hashtag when posting content related to your brand. This improves the engagement of your brand.
  • Run giveaways and beauty contests on different marketing channels to encourage customers to create content related to your company in return for rewards and incentives.
  • Create highlights on your social media handles to feature customers’ transformation journeys, feedback, and testimonials to depict your credibility to prospective customers.
  • Regularly report and share UGC that showcases your products in a positive light. Acknowledge and appreciate your customers’ content by giving them credit and tagging them in your posts, fostering a sense of community.
  • Collaborate with industry influencers and social media creators to create user-generated content showcasing your cosmetic products and services. This move encourages more and more users to create content mentioning your company and participate in your marketing campaigns.
  • Launch specific UGC campaigns with a clear theme or objective. For example, ask customers to share their “morning skincare routine” or “skincare before and after” photos. Curate the best content and create collages or videos to promote on your website and social media.
  • Encourage customers to share their skincare transformation stories. Highlight how your products have made a positive impact on their skin health and confidence. These authentic stories resonate with potential customers who may be experiencing similar skincare concerns.

Below is an example of Dove, encouraging users to share their unfiltered photographs on its account on National Selfie Day. This user-generated content move not only helped Dove improve social engagement but also helped them acquire backlinks and mentions.

Looking for the best Skincare SEO Advice?
Brenton Way promises to take your skincare website among the top organic search results by analyzing 50+ ranking factors and implementing +2 add-on modules. We consistently put efforts into researching and testing different SEO tactics to help your beauty brand stay relevant to the audience while establishing a strong authority in your niche. 
Schedule a strategy call now 

Related FAQs

What is skincare SEO?

Skincare search engine optimization refers to the practices adopted by a beauty company to rank its website high on search engines whenever internet users search for keywords related to its services and products. Some of the top beauty SEO tactics include link building, content creation, metadata optimization, and keyword research. 

How does search engine optimization help beauty brands?

Here are the top advantages of SEO for cosmetic companies:

  • Increases your beauty brand’s visibility among the target audience.
  • Drives measurable organic traffic and conversions to your site.
  • Offers long-term benefits for your beauty company.
  • Gives you an opportunity to outrank your industry competitors.
  • Offers a seamless experience to your website users with optimized page speed, mobile-friendliness, compressed images, and relevant content.
  • Builds your brand as credible and authoritative in the cosmetic industry.

What are the top SEO tools for cosmetic brands?

Here is a list of top search engine optimization tools that assist in optimizing a beauty website:

  • Google Search Console
  • Google Analytics
  • Ahrefs
  • SEMrush
  • Moz
  • BuzzSumo
  • Screaming Frog


In the dynamic landscape of the beauty industry, mastering skincare SEO becomes essential for beauty brands to shine. Incorporating these seven best practices into their skincare SEO strategy, beauty brands can position themselves for success, reaching their target audience more effectively, and staying ahead in the ever-evolving world of digital marketing. By continuously adapting to trends and consumer preferences, beauty brands can solidify their online presence and thrive in the competitive beauty industry.


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