Having an online presence is a must for any beauty business. But just being online doesn’t cut it—you need to make sure your audience can actually find you. That’s where SEO (search engine optimisation) comes in.
Wondering whether your beauty business really needs it? The answer is a big yes. Let’s explore why SEO is so important for getting noticed, bringing in new clients or customers and helping your beauty business to grow.
What is SEO anyway?
SEO, or search engine optimisation, is all about making sure your beauty business gets noticed online by the right people. Essentially, it’s the process of tweaking your website, content and online presence so search engines like Google can find you and show you in search results when people are looking for beauty products or services.
For example, if someone Googles “best vegan skincare for sensitive skin,” and that’s the area your business operates in, you want your business to show up! By using the right keywords, improving your website’s user experience and creating useful, informative content, SEO helps your beauty business stand out in a crowded market and attract the customers who are searching for exactly what you offer.
How does SEO work?
SEO works by helping search engines understand what your website is about and how relevant it is to a user’s search. When someone types a query into Google, the search engine scans through billions of web pages to find the most useful results. SEO helps your beauty business rank higher on that list, which makes it easier for people to find you.
There are three key elements to SEO:
- On-page SEO – this includes all the things you can do directly on your website to make it more search-engine-friendly. Think about adding the right keywords (like “cruelty-free makeup” or “organic beauty products”) to your website’s text, titles and meta descriptions. It’s also about making sure your content is easy to read and your site runs smoothly.
- Off-page SEO – this is all about what happens outside your website but still affects your rankings. Getting backlinks from other trusted websites (like beauty blogs or magazines) can boost your site’s authority and trustworthiness in the eyes of search engines.
- Technical SEO – this focuses on the behind-the-scenes elements of your site, like how quickly it loads, whether it’s mobile-friendly, and if it has a clean, well-structured URL. The more user-friendly and accessible your website is, the better it’ll perform in search results.
By improving these areas, you’re basically telling search engines where to find the right information, so that they can point people in your direction.
Why every beauty business needs to prioritise SEO
Consumers are turning to search engines and social for everything—from finding the best moisturiser for dry skin to locating a salon nearby. For beauty businesses, this means one thing: if you’re not showing up in search results, you’re missing out on potential customers. Search engine optimisation (SEO) isn’t just a buzzword; it’s a necessity for building visibility, authority, and trust in a crowded market. Let’s break down why SEO should be a top priority for your beauty brand.
1. Attract organic traffic to your website
Research shows that 68% of all online experiences begin with a search engine, and over 50% of website traffic comes from organic search. Unlike paid ads that stop working as soon as your budget runs out, SEO provides consistent, long-term results. By targeting relevant keywords such as “cruelty-free skincare” or “long-lasting foundation,” you can attract users who are actively searching for your products.
2. Build trust and authority
Consumers trust brands that rank highly on Google. When your website consistently appears on the first page of search results, it signals to users that you’re a credible source. Combine this with valuable, engaging content such as skincare guides, tutorials, or ingredient deep dives, and you position your brand as an expert in the beauty industry. This trust translates into stronger customer loyalty and higher conversion rates.
3. Stand out in a competitive industry
The global beauty industry is worth over $500 billion annually, and competition is fierce. SEO gives you a competitive edge by getting your products in front of the right audience at the right time. Whether you’re a niche vegan skincare brand or a salon targeting local clients, an optimised website ensures you stand out when customers are making purchase decisions.
4. Capture local search opportunities
If you operate a physical store or offer in-person services, local SEO is a must. Nearly 46% of all Google searches have local intent, meaning users are looking for businesses near them. By optimising your Google Business profile and including location-specific keywords like “facial treatments in London,” you can drive foot traffic and connect with local customers.
5. Enhance the user experience
SEO isn’t just about keywords; it’s also about creating a seamless user experience. Fast-loading pages, mobile-friendly designs, and clear navigation not only help your website rank better but also ensure visitors stay longer and engage more. A positive user experience builds trust and increases the likelihood of conversions.
6. Adapt to evolving search behaviours
Search isn’t limited to text anymore. With the rise of voice search and visual search, beauty brands have new opportunities to connect with customers. Optimising for phrases like “How do I treat oily skin?” or ensuring your product images are indexed for visual search can expand your reach and meet customers where they are.
How to get started with SEO for your beauty brand
If you’re new to SEO, don’t worry—small, consistent steps can make a big difference. Here are a few ways to start:
- Work with an expert – as well as content, SEO results depend on how well your website is set up too. It might be that booking some time with a technical SEO expert can totally boost your results.
- Keyword research – identify the terms your target audience searches for and incorporate them naturally into your website copy, product descriptions, and blog posts.
- Optimise product pages – use descriptive titles, meta descriptions, and high-quality images with alt text to make your pages search-friendly.
- Claim your Google Business profile – for local businesses, this step is essential for appearing in “near me” searches and showcasing your reviews.
- Create valuable content – publish blogs, tutorials, and videos that answer your customers’ questions or solve their problems.
- Build backlinks – reach out to beauty bloggers, magazines or related websites to link to your site, boosting your authority.
You can also read SEO for beauty brands – what you need to know and my SEO tips for fashion and beauty brands to help you get started.
So, does your beauty business need SEO?
SEO isn’t just about getting more clicks; it’s about attracting the right audience. By investing in a solid SEO strategy, your beauty business can improve its visibility, build trust and connect with customers who are already searching for what you offer. It’s not just a marketing tactic—it’s a growth strategy that can set your brand apart.
Looking for a SEO copywriter who specialises in working with beauty businesses? Check out my portfolio and get in touch.