Skincare SEO Guide

Social media isn’t enough – if you have a skincare brand or manage one, you’ll need to implement an SEO marketing strategy to get people on your website.

The skincare market is booming and expected to keep growing in the coming years. A report by Fortune Business Insights predicts that it will jump from $109.71 billion in 2023 to a whopping $167.22 billion by 2030.

So if you have a small skincare business, a local store or an e-commerce serving customers globally, investing in SEO (Search Engine Optimisation) is essential to stay competitive and grow your business.

Why? Because skincare and beauty industry are highly profitable. If you want to succeed and increase your website visitors and sales, then don’t focus solely on social media marketing. 

SEO can be a game changer when it comes to brand awareness and increased ROI.

We have helped skincare brands in the UK and globally expand their reach and have more sales.

Do you have a skincare brand? Get your business on Google with our SEO packages.

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Skincare SEO: Here’s what it really is 

We always talk about being where your target audience is, so if your customers are looking up specific keywords and your skincare brand isn’t showing up on Google, it means you haven’t implemented any SEO strategies on your website. 
Lack of SEO is keeping your skincare brand success behind. You are losing website visitors, customers and leads.
After you finish reading this super easy and comprehensive SEO guide about skincare and the beauty industry, you’ll be able to:
  • understand what SEO really is 
  • how to use free tools to do SEO research 
  • how to spy on your skincare competitors 
  • SEO checklist for your website
  • keywords you MUST implement on your content to show up on search engine results
  • successful SEO campaigns for skincare brands
skincare seo

What is SEO in skincare and beauty industry?

SEO” stands for “Search Engine Optimisation. and it’s all about optimising your skincare brand’s website content, including pages, blog posts, product descriptions, and more, to improve their visibility and ranking on search engine results pages (SERPs).

Terminology you need to know when discussing SEO:

Keyword Research 

Identifying and targeting relevant keywords that potential customers are likely to use when searching for skincare products or information.

On-page Optimisation

Optimising website content, including product pages, blog posts, and meta tags, with targeted keywords and relevant information.

Content Creation

No, we’re not talking about taking pictures or editing videos for TikTok. Developing high-quality, informative content such as articles, blog posts, tutorials, and videos that address common skincare concerns and incorporate targeted keywords.

Technical SEO

Ensuring that the website is technically optimised for search engines, including factors such as site speed, mobile-friendliness, crawlability, and site structure.

Use this free Google tool to check how fast your website is. Your skincare website doesn’t just need to look aesthetically pleasing for your visitors, but it is equally important to give your audience a smooth user experience, which starts with a fast loading website, clear navigation and engaging content.

TikTok SEO Guide

Get your free guide on how to grow on Tiktok with this SEO strategy.

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SEO Content for Skincare Brands

Start by developing detailed buyer personas that represent different segments of your target audience.

Consider factors such as demographics, psychographics, skincare concerns, purchasing behaviour, and buying preferences. For example, you might have personas like “the eco-conscious skincare enthusiast” or “the busy working mom.

Creating content that speaks directly to different individuals within the skincare market is key for brands to rank on Google.

For example, if we think about a buying persona who cares deeply about using eco-friendly skincare products, we’d create SEO content about natural ingredients, sustainable brands, and DIY skincare recipes that they can make at home or you can use these keywords in your product pages in order for them to find them on search engine.

By personalising your organic content to each person’s unique needs and preferences, you’re not just offering skincare advice—you’re building a connection that feels personal and relevant to them, which is key for SEO success for all skincare brands.


Digital PR & Link Building for Skincare Brands

Digital PR and link building can be highly effective strategies for skincare brands to increase online visibility, build brand authority, and drive traffic to their websites.

SEO is all about building authority and showcasing your niche expertise in order for Google to trust your domain so you can appear on search results.

Digital PR and reputable links can be one of the most incredible ways to achieve domain authority, brand awareness and establish yourself as an industry leader when it comes to your services, products or experiences you provide to your target audience.

As a Link Building Specialist with experience in beauty marketing, here’s what you need to keep in mind when you are trying to have your brand mentioned on other websites for increased visibility.

Create Compelling Content

Develop high-quality content that provides value to your target audience. This could include skincare tips, tutorials, product reviews, expert interviews, or educational articles about skincare ingredients. 

Why is this important? Because your skincare website will be mentioned in other publications, articles, guest posts and you’ll secure backlinks.

Natural backlinks (links that aren’t paid to be placed) are one of the most essential pillars in SEO growth. If you want to Google to notice your skincare business, you’ll need lots of backlinks to make it happen.


Creating SEO Content for your skincare brand

When it comes to creating SEO-friendly content for your skincare brand, it’s all about finding that delicate balance between providing value to your audience and optimising for search engines. 

For instance, let’s say I’m writing content for a skincare brand. Instead of just targeting generic keywords like “skincare products,” I dive deeper into the minds of my audience who are searching for specific skin concerns online.

I would use phrases like “best anti-aging serums for sensitive skin” or “how to get rid of acne naturally.” These insights become the cornerstone of my content strategy based on the search volume for each keyword.

Of course, technical optimisation is crucial. Meta descriptions aren’t just snippets of text – they are important for Google to understand what your skincare website is all about.

If you are just starting out with your skincare business, make sure to invest in a website development that supports all technical issues you might face.

For instance, instead of a bland description like “Check out our latest skincare products,” I would use something more compelling like “Unlock the secret to radiant skin with our all-natural skincare line—transform your beauty routine today!”

And let’s not forget about the power of visuals. A well-chosen image can evoke emotions and tell a story all on its own.

When optimising images, I don’t just use on generic filenames and alt tags when adding images on my website—I give them names that give Google a clear description of what the image or file is about.

For instance, instead of “IMG_1234.jpg,” I might name it “organic-vitamin-c-serum-glowing-skin.jpg,” improving the SEO value of the content.

SEO keywords for skincare brands

Conduct keyword research to identify specific keywords relevant to your target audience and industry.

Tools like Google Keyword Planner, SEMrush, Ahrefs, or even Google’s autocomplete feature can help you discover popular keywords and phrases to incorporate into your SEO strategy.

How to find keywords worth targeting in your content plan to boost your skincare brand online?

Here are some free tools you can use:


How to decide what the best keywords for your skincare brand are? It all depends on your target audience, what products/services you are promoting and what your specific marketing goals are.

However, here are some general categories of SEO keywords that skincare brands often find valuable:

Product Keywords

These are specific to the products you offer, including brand names, product names, and product categories. For example:

  • moisturising cream
  • vitamin C serum
  • facial cleanser for sensitive skin

Ingredient Keywords

Your target audience are searching for skincare products based on specific ingredients. Include keywords related to popular skincare ingredients in your product descriptions and content. Some of them can be:

  • hyaluronic acid serum
  • retinol cream
  • tea tree acne treatment
  • collagen moisturiser

Problem-Solution Keywords

As a skincare brand, you are probably solving skincare concerns many people are facing. It’s useful from an SEO point of view to use keywords related to your products wherever you can. In blogs, meta descriptions, product pages, etc. Some of them can be:

  • acne treatment
  • wrinkle reduction
  • hyperpigmentation cream
  • dry skin relief

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How to find the SEO strategy of other skincare businesses?

From an SEO point of view, spying on your skincare competitors involves analysing their online presence to identify their keyword selection, their on-page and off-page strategy and their overall organic growth marketing.

SEO Content Analysis

Evaluate the type and quality of content your competitors are producing. Look at the topics they cover, the depth of their content, and how they structure their articles and blog posts.

Pay attention to the keywords they are incorporating naturally into their content and how they are optimising their content for search engines.

Use this information to create more comprehensive and optimised content for your own website.

Backlink Analysis

Examine your competitors’ backlink profiles to understand their link building strategy and identify potential opportunities for link building.

Look at the websites that are linking to your competitors and assess their domain authority and relevance to the skincare industry. Tools like Moz’s Link Explorer or Ahrefs’ Site Explorer can really help you to identify potential link building opportunities and prioritise your outreach efforts.

Local Events and Community Engagement

In addition, what can also help you understand their Digital PR and brand-led SEO strategies is their engagement with local communities, participation in events (these are great for backlinks and local citations) and collaborations with other businesses or their influencer marketing campaigns.

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Skincare Brand Marketing: Google Ads or SEO?

As a skincare brand, navigating between the immediacy of Google Ads and the lasting impact of SEO is crucial for establishing a meaningful online presence.

With Google Ads, you can reach your ideal customers immediately with targeted ads, making sure your products appear on search engine results when the audience is looking for your target keywords.

While these ads offer immediate visibility and control over messaging, they come with ongoing costs, so if you are a local business or a small e-commerce just starting out, you might be hesitant to invest in skincare Google ads.

Though it requires persistent effort and patience, SEO rewards your business with long-term benefits such as cost-effectiveness and consistent website traffic and leads.

Let’s say someone is searching for “best sunscreen for sensitive skin” on Google.

With a strong SEO strategy, your skincare brand’s product page for a sunscreen specifically formulated for sensitive skin could appear among the top search results.

By optimising the product page with relevant keywords, informative descriptions, and user-friendly navigation, you increase the likelihood of attracting organic traffic from users actively seeking sunscreen recommendations for sensitive skin.

SEO examples of successful organic marketing campaigns for skincare brands

REN Skincare 
skincare seo
seo services for skincare brands uk
skincare brand seo paula's choice
inkey list skincare seo marketing

SEO is an incredible marketing activity that will lead to increased profits for skincare brands.

It can take a long time to see results, but once Google notices your brand, you’re going to receive a stable website traffic that will want to interact with your products and services.

If you have your own beauty skincare business and want to grow it with SEO marketing, we understand learning it on your own can be really time consuming.

Get in touch with our team for a personalised SEO package that will make your skincare brand stand out from the competition.