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How Beauty Merchants Can Also Win At Search

How Beauty Merchants Can Also Win At Search

Anyone in the beauty niche knows how competitive it is and most aren’t taking advantage of the high upper funnel keywords.

Searches for beauty-related tutorials are on the increase and terms like “how to style short hair” or “cute and easy hairstyles” are low hanging fruit for those that are willing to go the extra mile and actually help their customers by providing them with useful info.

Interestingly, brand paid visibility for these terms has actually decreased and organic visibility has increased. Go figure.

Google Prefers To Show Organic Results

It seems as though Google’s search algorithm is prioritising this type of organic content by showing 95% organic listings which is up 13% year over year.

Instead of writing really generic posts like top 5 this and top 10 that, eCommerce merchants need to focus their efforts on producing helpful articles based on user questions and also partnering with brands that want to promote their products whilst also getting their message out there.

These types of keywords are being targeted by the likes of Cosmopolitan and Marie Claire who make up a whopping 72% of total search results. Since these keywords are not “buyer intent keywords”, they normally lend themselves for organic targeting rather than paid targeting. However, these upper funnel keywords allow you to compete head to head with larger brands by writing really great content and publicising it on social.

Elle.com did a great job with this exact strategy by writing a tutorial article entitled “how to curl short hair.” I fact, it is position number 1 in the Google search results for this exact phrase.

 tutorial-focused-search-by-elle

What Elle has done differently to others is position products directly below the content to be helpful to their readers.

So, how exactly do you go about this?

  1. Ensure you have your own website with blogging capability.
  2. Take a look at your Google Analytics to see which search terms people are using to find your store.
  3. Research and write an in-depth article answering the specific question or term people are asking Google.
  4. Publish and publicise your content on social media.
  5. If you can produce a video, post on YouTube and then embed it into your post. Great! If not, do a search on YouTube and find a video that you can embed.

Paid placements is a billion-pound industry. If you stock these types of products in your store, linking back to them allows you to be both helpful whilst promoting your store products at the same time.

Photo Credit: INSTAGRAM/@MILABU.CO