SEO Case Study: How a Beauty Brand Increased Online Orders by 210%
On May 7, 2025, a Beverly Hills based beauty brand partnered with Goforaeo because their online store was relying too much on paid ads and short social spikes. They had strong products and good reviews, but organic search was not bringing steady daily orders. When ad spend dipped, sales dropped quickly, and the team wanted a more stable source of growth.
This case study covers the SEO work completed from May 7, 2025 to December 18, 2025 in Beverly Hills, California. You will see the exact monthly actions taken, the month by month numbers, and the before vs after proof. Everything is written in simple words and based on clean tracking, not guesses.
Campaign snapshot: dates, location, and main outcomes
This campaign ran for a little over seven months, and the focus stayed on ecommerce SEO that drives real purchases. We improved site health, strengthened collection and product pages, and created content that answered the same questions buyers search on Google. We also improved trust signals, because beauty buyers decide fast and need clarity.
By December 2025, organic performance was clearly stronger and more consistent across the week. The biggest win was order growth from organic search, supported by higher traffic and better conversion. Results were steady because improvements were layered month by month instead of chasing quick tricks.
Key results by December 2025:
- Online orders from organic search: 310 per month to 961 per month, an increase of 210%
- Organic sessions: 24,000 per month to 58,000 per month
- Organic conversion rate: 1.29% to 1.66%
- Average order value: $64 to $72
- Non brand page one keywords: 22 to 74
Starting point: what was happening in May 2025
When we started, the store looked premium and the product visuals were strong. The problem was that search engines and shoppers were not being guided properly to the pages that matter most. Many collection pages were thin, internal linking was weak, and product pages did not answer common buyer questions clearly.
Organic traffic was present, but it was not converting as well as it could. A lot of visitors landed on single products, felt unsure about usage, ingredients, or skin type fit, and left. On mobile, pages were a bit heavy, which added friction before add to cart and checkout.
What we tracked: keeping the proof clean
We kept the reporting simple and strict so the numbers stayed genuine. “Online orders” here means completed purchases attributed to Organic Search in Google Analytics 4, and we cross checked order totals against the ecommerce platform for the same dates. We also reviewed Google Search Console to confirm growth matched more clicks and stronger query coverage.
What we did to avoid inflated reporting:
- Kept paid, email, and social sales separate from organic reporting
- Filtered obvious bot traffic where needed
- Reviewed branded vs non branded query growth, so we knew discovery was improving too
Baseline numbers: May 2025
In May 2025, the brand averaged 310 organic orders for the month. Organic sessions were 24,000, conversion rate was 1.29%, and average order value was $64. Rankings leaned heavily toward brand searches, while many non brand searches were not being captured.
The main issue was structure and depth. Collections were not strong enough to rank for high intent terms, and product pages lacked helpful details that build confidence. Fixing those two areas created the foundation for order growth.
Strategy overview: what we changed and why it worked
We treated this like an ecommerce system, not a blog project. For beauty SEO, most revenue comes from strong collection pages and product pages, supported by content that removes doubt and helps people choose. So the plan was built around ranking and conversion together, not one at a time.
We worked in clear phases that built on each other. First we improved technical health and indexing, then upgraded collections and best sellers, then added supporting content, and finally improved trust and conversion points. That steady stacking is what made growth stable.
Technical SEO: crawl focus, speed, and clean indexing
Beauty stores often suffer from filter pages, duplicate URLs, and index bloat. When Google wastes crawl time, important pages move slower. We reduced crawl waste and improved mobile speed so pages loaded smoothly and shoppers stayed longer.
Main technical actions:
- Fixed duplicate collection URLs and tightened canonical rules
- Reduced index bloat from tags and filtered parameters
- Improved internal linking so key pages were reached faster
- Compressed images and reduced layout shifts on mobile templates
On page SEO: collections and product pages built for search intent
The biggest order gains came from improving pages that match buyer intent. Collection pages were rewritten to clearly match shopping searches like “vitamin C serum,” “hydrating moisturizer,” and “gentle cleanser.” Product pages were upgraded to answer questions that buyers normally ask right before they purchase.
Core on page actions:
- Rebuilt top collections with clear headings, short intros, and helpful sections
- Updated title tags and meta descriptions using real Search Console terms
- Expanded product content with usage steps, ingredient highlights, and skin type notes
- Improved out of stock handling so SEO value did not disappear
Content SEO: guides that lead shoppers to products
We did not publish random beauty blogs. We built guides based on real questions people search, then connected those guides to the exact collections and products. This increased discovery traffic and helped first time visitors feel more confident.
Content types that performed well:
- Routine building guides: morning routine, night routine, sensitive skin routine
- Ingredient comparisons: niacinamide vs vitamin C, retinol basics, AHA vs BHA
- Problem solution pages: acne, dryness, dullness, uneven tone
Authority and trust: signals that support rankings and sales
Beauty buyers want to trust what they are buying, and Google looks for trust too. We improved key trust pages, tightened policy clarity, and made product proof more visible. We also focused on quality mentions instead of chasing lots of links.
Authority and trust work included:
- Stronger about and policy pages, written in simple clear words
- Better review placement on key revenue pages
- Relevant mentions from beauty and lifestyle sources where it made sense
Conversion improvements: turning organic clicks into orders
Once rankings and traffic started improving, we made the shopping experience easier. A small conversion increase can create a big order jump when traffic is rising. We focused on mobile clarity, product understanding, and reducing hesitation before checkout.
Conversion updates included:
- Cleaner product layout so key info appeared earlier on mobile
- Better internal linking between related products and routines
- Clear shipping and returns notes near add to cart and checkout steps
Monthly timeline: what we did and what changed in 2025
Below is the month by month breakdown from May 2025 to December 2025. Each month includes what we worked on and the key organic numbers. All order counts shown are organic orders only.
May 2025: audit and cleanup month
We set up clean ecommerce tracking in GA4 and validated it against platform orders. Index coverage in Search Console was audited, and the biggest issues affecting collections and duplicate URLs were fixed. We also improved internal linking to the top categories.
May work completed:
- Tracking alignment and conversion validation
- Duplicate collection cleanup and internal link fixes
- Mobile template quick speed fixes on top landing pages
May data:
- Organic sessions: 24,000
- Organic orders: 310
- Conversion rate: 1.29%
- Average order value: $64
June 2025: rebuild top collections and improve crawl control
We rebuilt the top 6 collections with better structure and buyer language, and we reduced crawl waste caused by filters and parameters. We also improved breadcrumbs and navigation flow to help shoppers move from collections to products faster.
June work completed:
- Collection page rebuild for top categories
- Canonical tightening and parameter control
- Navigation and breadcrumb improvements
June data:
- Organic sessions: 27,600
- Organic orders: 360
- Conversion rate: 1.30%
- Average order value: $65
July 2025: upgrade best seller product pages
We improved 45 best selling product pages using real search terms and real buyer questions. We added clearer usage steps, ingredient highlights, and skin type guidance, then updated meta titles and descriptions for better clicks. Out of stock behavior was improved so pages stayed useful.
July work completed:
- Product page content expansion for best sellers
- Meta title and description updates based on query data
- Out of stock improvements to protect SEO value
July data:
- Organic sessions: 31,400
- Organic orders: 425
- Conversion rate: 1.35%
- Average order value: $66
August 2025: publish buyer guides and build stronger internal paths
We published 8 buyer guides focused on common concerns and linked them directly to the right collections and products. We improved internal linking between products that are commonly bought together, like cleanser to serum to moisturizer. This helped shoppers build routines and increased multi page sessions.
August work completed:
- 8 buyer guides published and linked to collections
- Internal linking between routine products strengthened
- Collection sections expanded with simple helpful notes
August data:
- Organic sessions: 36,800
- Organic orders: 510
- Conversion rate: 1.39%
- Average order value: $67
September 2025: strengthen trust and local brand clarity
We improved trust pages and business clarity tied to the Beverly Hills brand identity. We also made reviews and proof easier to find on the pages that already had strong traffic. This reduced hesitation and helped rankings stabilize for competitive non brand terms.
September work completed:
- Trust and policy clarity improvements
- Better review placement and proof sections on key pages
- Local consistency checks across important listings
September data:
- Organic sessions: 42,500
- Organic orders: 610
- Conversion rate: 1.44%
- Average order value: $69
October 2025: refresh winners and improve mobile shopping flow
We refreshed collections that were already earning impressions but not enough clicks, using Search Console data. We also simplified collection navigation and product discovery to support faster buying decisions.
October work completed:
- Query based collection refresh and snippet improvements
- Mobile speed upgrades on revenue landing pages
- Navigation simplification for faster product discovery
October data:
- Organic sessions: 48,700
- Organic orders: 720
- Conversion rate: 1.48%
- Average order value: $70
November 2025: scale category depth and launch seasonal pages early
We expanded the same winning collection structure into 10 more categories and added helpful sections like “best for” and “how to use.” We also created seasonal intent pages early, like gifting kits and bundles, so they had time to index before demand peaked.
November work completed:
- 10 additional collection upgrades using the proven format
- Seasonal pages built early and linked from guides
- Index bloat cleanup continued for stability
November data:
- Organic sessions: 54,900
- Organic orders: 840
- Conversion rate: 1.53%
- Average order value: $71
December 2025: final push, cleanup, and stability work
We cleaned up remaining duplicate pages created by tags and older filters, and improved internal linking across guides, collections, and best sellers. Meta descriptions were updated for pages with high impressions but low clicks. We also expanded FAQs on top products using newer customer questions.
December work completed:
- Final index cleanup and duplicate removal
- Click improvement work on high impression pages
- Product FAQ expansions based on customer questions
December data:
- Organic sessions: 58,000
- Organic orders: 961
- Conversion rate: 1.66%
- Average order value: $72
Before vs after proof: May 2025 compared to December 2025
In May 2025, the brand recorded 310 organic orders, 24,000 organic sessions, and a 1.29% conversion rate. Collections were not strong enough to rank widely, and product pages were missing details that help buyers feel sure. Organic search existed, but it was not driving enough consistent purchases.
In December 2025, the brand reached 961 organic orders, 58,000 organic sessions, and a 1.66% conversion rate. The jump from 310 to 961 orders is a 210% increase, and it happened alongside better traffic and stronger conversion. That combination is why the growth showed up as stable daily orders, not just one good week.
What made the difference:
- Better crawl focus helped priority pages rank more consistently
- Stronger collection pages improved non brand discovery
- Clearer product pages reduced doubt and increased add to cart actions
- Conversion improvements helped revenue grow faster than traffic
Tools used during the campaign
We used tools that helped us measure orders correctly, find real keyword demand, and fix technical issues without guessing. The tool set stayed simple so the brand team could follow progress each month. Each tool had a clear purpose tied to action.
Tools used:
- Google Analytics 4: organic orders, landing page conversion rate, revenue tracking
- Google Search Console: query growth, clicks, indexing checks, page performance
- Google Tag Manager: clean event tracking for ecommerce steps
- Ecommerce platform analytics: order and revenue cross checks
- Screaming Frog: crawl audits, duplicates, missing metadata, internal link gaps
- Ahrefs or Semrush: competitor research, keyword expansion, content gaps
- PageSpeed Insights: mobile performance improvements on key templates
- Hotjar or Microsoft Clarity: behavior insights, hesitation points, scroll depth
Why this worked for a Beverly Hills beauty brand
The work succeeded because we matched how people search for beauty products. Buyers search by problem, ingredient, skin type, and product category, and we built pages that clearly matched those needs. When collections and product pages became more helpful, rankings improved and buyers trusted the store faster.
It also worked because we treated content as support for purchasing. Guides were written to bring in new visitors and send them to the right products in a natural way. Combined with better speed and cleaner indexing, the results became stable and repeatable.
What we would do next to keep growth strong
After December 18, 2025, the next step would be to expand the same system into new product lines and build more guides based on fresh Search Console data. We would keep updating top revenue collections every 60 to 90 days so they stay competitive. This helps protect rankings when competitors update their pages.
We would also continue conversion improvements on mobile, because small gains there often create the fastest order growth. Better comparisons, routine builders, and clearer shade or skin type guidance can lift conversion without needing extra traffic. This is how order growth stays steady even when trends change.