The Ecommerce SEO Checklist for Skincare Brands: Get Found by the Right Customers
- Narrative Digital
- Apr 23
- 4 min read
If you’re running a skincare ecommerce brand, you’ve probably realized how competitive the beauty space has become. It feels like new brands are popping up every day, and unless you’re one of the lucky few showing up on page one of Google, it’s tough to get noticed.
The good news? You don’t need a massive budget to get found. Search engine optimization (SEO) is one of the most powerful ways to drive traffic to your store, build credibility, and grow your brand sustainably. And you don’t need to be a tech wizard to get started.
Here’s a practical SEO checklist specifically for skincare brands selling online.
1. Focus on Niche Keywords That Match Real Search Intent
Most skincare founders make the mistake of going after broad, high-competition keywords like “face moisturizer” or “acne treatment.” The reality is those keywords are incredibly hard to rank for, especially if you're just starting out.
Instead, go after long-tail keywords — more specific phrases that reflect exactly what your ideal customer is searching for. They’re usually easier to rank for and bring in higher-quality traffic.
Examples:
“vegan moisturizer for sensitive skin”
“oil-free serum for hormonal acne”
“Canadian made anti-aging cream”
To find these, use tools like Google Keyword Planner, Ubersuggest, or just start typing into Google and check autocomplete and the People Also Ask section.
2. Treat Every Product Page Like a Sales Page
Your product pages are more than just a place to list ingredients. They should be optimized to bring in traffic and convert visitors into customers.
What to include:
A clear product title with your target keyword
A benefit-focused description explaining what the product does, who it’s for, and how to use it
High-quality images with descriptive alt text
FAQ section to address objections and boost search visibility
Customer reviews to build trust
A unique meta title and description for each product
Example:
Meta Title: “Brightening Vitamin C Serum – Glow Naturally | [Your Brand]”
Meta Description: “Hydrate and brighten your skin with our best-selling Vitamin C serum. Perfect for dull, tired complexions. Cruelty-free and made in Canada.”
Need help rewriting your product pages? Check out our product page optimization guide.
3. Cover the Technical Basics
You don’t need to be a developer to nail the technical side — but ignoring it will hurt your rankings.
Use tools like Google PageSpeed Insights or GTmetrix to run a quick audit and check:
Your site loads in under 3 seconds
It looks great and functions well on mobile
You’re using HTTPS for a secure experience
Your URLs are short and readable (e.g., /products/retinol-serum)
Your sitemap is submitted to Google Search Console
There are no broken links or crawl errors
Want help reviewing these? Request a free SEO audit here.
4. Build a Blog That Educates and Attracts
Your blog is your SEO secret weapon. It helps you rank for more keywords, build brand authority, and guide shoppers to the right products.
Smart blog topic ideas:
“[How to Build a Skincare Routine for Sensitive Skin]”
“5 Benefits of Using Niacinamide Daily”
“Morning vs. Night Cream: What’s the Difference?”
Pro tip: Include internal links to your [serums] (product page), [cleansers] (product page), and [moisturizers] (product page) where relevant.
Don’t forget to add a call to action at the end of each post:
“Not sure where to start? [Take our skin quiz] (link to quiz page) to find your perfect routine.”
5. Get High-Quality Backlinks in the Beauty Space
Backlinks are like votes of confidence. Google takes them seriously — and so should you.
You don’t need hundreds. A few strong links from beauty blogs, clean skincare directories, or ecommerce roundups can go a long way.
Ways to earn backlinks:
Send your products to beauty editors or micro-influencers
Pitch to skincare gift guides or roundup posts
Write helpful guest posts on ecommerce or clean beauty blogs
Submit your brand to directories like Clean Beauty Box or Leaping Bunny
6. Track Your Progress and Keep Tweaking
SEO isn’t a “set it and forget it” thing. It’s a long game — but if you track your performance, you’ll see what’s working and what needs adjusting.
Use:
Google Search Console for keyword performance and crawl issues
Google Analytics for behavior and conversion tracking
Ubersuggest or Ahrefs to monitor rankings over time
Keep a monthly scorecard. Update high-performing posts, test new keywords, and refresh your product descriptions based on customer feedback or trends.
How to Keep Climbing the Rankings
SEO might feel overwhelming at first — but it’s really about consistency, clarity, and customer experience. If you focus on solving real customer problems and helping people find what they need, Google will reward you.
The beauty space is competitive, but you don’t need to outspend your competitors — you just need to out-optimize them.
Want a Second Pair of Eyes on Your Site?
We offer free homepage and product page audits for skincare and beauty brands. We’ll walk you through what’s working, what’s missing, and how to fix it.
Comentários