Since 2005, SkinAct.com has been serving skin care and beauty lovers by its web shopping system and has supported and assisted hundreds of skincare enthusiasts by its products.

Goals:
At the time this company initiated negotiations with DailyServer.com for the first time, they were very discouraged with their rankings. Their ultimate goal was to knock out their competitors through increased rankings, which would translate into increased online sale through their online shopping system.

Initial Rankings:
 

Strategy:
After several conversations with our client, we mutually decided that the fastest way to complete the optimization process and provide the client with the necessary knowledge would be through a series of consulting sessions. These consulting sessions included building “Best Practices” for site content, making recommendations on site architecture, and code review of the content management system.

DailyServer completed a targeted keyword analysis for their industries and based on results and analysis of competition determined that the site would see a dramatic increase in traffic from the search engines through improved rankings on top level category keywords like “Organic Skin Care”, “SkinCeuticals”, “Yonka”, etc. We also determined that the site would get higher conversions by targeting more specific keywords like the skin care products line names, company names, and the treatment names. The strength of the site was the amount of products and content, our job was to make sure that the spiders indexed each product and content and that the content on the page was keyword rich and the code on the page was optimized for those keywords.

The most important part of the optimization was to improve the site architecture, so this was the first thing we consulted on with the SkinAct.com team. We worked with them to change the URL structure seen by the search engines so that the dynamic pages would have a flat URL structure. The primary page for the “Eminence Organic” category previously was located on the URL (www.skinact.com/Merchant2/?f=m1hp&t=emi256. We consulted with them to change this URL structure so that the search engines would see a flat URL, currently http://www.skinact.com/eminence.html. Our consultation also included several recommendations to improve the navigation by incorporating a more search engine friendly use of text links in the navigation and content within the site.

Once the site architecture improvements were made we provided consulting and built “Best Practices” for the site‘s code optimization. This included Best Practices for META and robots tags, implementation of accessibility attributes, cross browser compliancy, and other body optimization.

Accomplishments:
The client was blissful with the organic results; the number of 1st place rankings increased by almost 1000% within 12 months including rankings on high value keywords like,  “Organic Skin Care”. We were able to beat out two of their main competitors on most high value keywords and achieve high rankings for most of the top Skin Care brand names and related keywords. SkinAct.com‘s revenue stream has increased tremendously, in return increasing optimization campaign budgets. Below are the results of our initial 12-month optimization campaign.

Final Rankings: