Promoting a Spanish Cosmetics Site
Marketing
Background
A cosmetics company approached us for SEO services. The brand offers high-quality professional-grade cosmetic products for home use. Developed by scientists, biologists, and dermatologists, their formulas feature peptide complexes that help maintain healthy, youthful skin and address specific issues. The company’s website also allows users to consult with an expert to select products tailored to their needs or find a beauty salon or aesthetic clinic for in-person consultations.
The Goals
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Internal and external website optimization, refining pages, and creating content.
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Promoting the Spanish website to the top of relevant search queries.
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Increasing organic traffic and attracting visitors to boost the client’s revenue.
Since the online store sells professional cosmetics, it must comply with the E-A-T principles: Expertise, Authoritativeness, and Trustworthiness. The site falls into the YMYL (Your Money Your Life) category, so search engines impose higher standards, given that it can directly impact people's well-being and health. Another feature is that the products are more expensive than typical mass-market options. Therefore, it is essential to communicate the value of these products to the target audience, explaining why they are worth the investment and how they can benefit the skin.
Our collaboration began when the company was just entering the Spanish market with a brand-new website with zero metrics. The initial situation was as follows:
- The domain was recently registered.
- No backlink donors existed.
- No content was available on the site.
- No semantic core was gathered.
- The website’s speed was low.
- Multilingual challenges, as the target audience speaks three languages – Spanish, Portuguese, and English.
This case study on website promotion clearly illustrates the results achievable with a year of dedicated effort from scratch.
It’s important to note that SEO is always a long-term process that requires patience and a lot of time. The first results become visible only after a few months, and if the project is "raw," it will take even longer. However, the effectiveness of this method is hard to overestimate; with the right approach and regular maintenance, a website can attract enough visitors and generate good profit.
Business Challenges
Since the website was entirely new, we first conducted a comprehensive technical audit to identify errors and develop a plan to fix them. The next step was an external audit to evaluate the overall quality of the resource. Initially, the website was closed to search engines, so we used the Screaming Frog SEO Spider tool – a crawler for technical audits that helps check if a resource meets search engine requirements, identifies errors, and determines what is hindering promotion. We also used additional tools like Ahrefs, Serpstat, and Google Search Console to get a complete picture of the site and understand the next steps.
- Poor Performance: Website load speed directly affects user perception and search engine ranking, as it is a ranking factor. Low speed leads to high bounce rates and worsens positions, so we had to focus on this.
- Website Optimization Issues: The absence of meta tags, text content, proper internal linking, and a link profile prevents the website from growing and ranking high.
- Promotion in Spanish: Even though there was an English version, Spanish was the primary language, and all content had to be in it. This required understanding the local audience’s mentality, needs, and competition, as well as hiring a Spanish-speaking team member for accurate and compelling text creation.
- Limited Budget: Writing Spanish content and purchasing backlinks in Spain is costly. However, our team managed to achieve the set goals without exceeding the budget.
Our Solutions
Preparatory Stage:
When the website development was not even complete, we:
- Conducted a full audit, which helped identify critical errors and plan corrective actions.
- Fixed identified errors by creating recommendations for developers and correcting some issues ourselves.
- Improved website load speed by optimizing page content and further enhancing performance.
- Analyzed competitors to develop an effective strategy for further work.
First Month:
After preparation, during the first month of collaboration, we:
- Compiled a semantic core and divided it into clusters.
- Conducted a detailed content audit, removed duplicate fragments, and created technical tasks for rewriting.
- Checked website performance and created a plan for internal optimization.
- Created technical tasks for implementing technical fixes and monitored their implementation.
- Developed and added meta tags with keywords.
Second and Subsequent Months:
Our tasks included:
- Verifying the implementation of technical fixes.
- Auditing the website for new technical errors, creating tasks for corrections, and monitoring their implementation.
- Tracking website indexing.
- Distributing keywords across relevant pages.
- Creating technical tasks for content writing, reviewing, and publishing them.
- External site optimization, including developing a link-building strategy, purchasing article links, and conducting crowd-marketing campaign
Additionally, we completely rewrote Titles, Descriptions, and H1 headings on the pages, significantly improving the CTR.
How We Managed the Limited Budget:
First, our team spent significant time communicating with donor sites as part of outreach campaigns and received good discounts on publications. Second, the internal content was initially written in the native language and later translated into Spanish by professional translators, with mandatory client review – optimizing text-writing costs.
Results
Within a few months, the website began ranking for relevant queries; currently, it is at the top of search results. The growth dynamics can be tracked in the screenshots below.
Conclusions
With the right approach and gradual promotion, it is possible to get a website to the top of search results in the target region within a year and achieve around 1,000 clicks per month, even starting from zero. The client now receives regular orders for cosmetic products and is completely satisfied with our collaboration.
Going forward, we plan to maintain a blog to attract informational traffic, maintain site relevance, grow the backlink profile, and continue refining landing page content to match queries and products, as well as promptly address any issues that arise.
We have other SEO case studies in our portfolio – explore them to better understand our strategies, or leave a request now, and let’s discuss your project together!
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