L'Oreal SEO Finds Website Insights Using BrightEdge

Dhanesh Shelat uses BrightEdge to enhance L’Oreal’s technical SEO and mobile strategy, driving product-specific content to support strong customer experiences

Transcript of L'Oreal's SEO Story:

Increasing the performance of our site from the technical side is super important as well as really scaling our content with a data-first approach.

I'm the only one leading web projects and SEO side, but I work quite closely on the brand side. It's generally to raise awareness and then to actually have a fantastic customer experience actually to really help us understand how people are searching. And then so that we can really produce the highest performing content.

We heard the mobile dawn was happening several years ago; 60 to 70% of our traffic is mobile. It can be kind of challenging right when you're working on a desktop all day to always think mobile first in design, performance, etc., approaching everything we do from a mobile perspective.

So, I've used BrightEdge mostly for the Data Cube. I said prior to my role currently I'd used BrightEdge at Group M. From the technical side, I find some of the insights on the homepage as you log into the platform to be super helpful at showing which pages are particularly slowing down your site. So, we’ve taken note of that and that's been our cue to triumph.

A few of our objectives: improving the things on the technical side, improving site performance. We have a couple of brand launches coming up, particularly on acne.

It's a new vertical. And we're looking to really produce content that fits our niche. On the content side it's essentially ensuring that we haven't left any of the high priority strategic brand areas; we haven't left them on the table.

Services have experienced fantastic growth. Our content at the moment is linked to those product launches. I think the key thing with BrightEdge, it really is. I think it more of an SEO toolkit.

I think the features that allow both those who are slightly more advanced when it comes to SEO skills, but also those who are actually not super technically SEO. You can essentially put a URL in or even just a keyword, and it's able to assess this is the kind of data points they’re looking to get out of it.

When it comes to beauty ingredients it’s actually a big part of how users are searching and begin their kind of awareness or their consideration. So when it comes to ingredients, we often use the Data Cube to understand how people are searching for particular ingredients, particularly the longtail feature when it comes to specifically optimizing for that piece.

The way that I approach it is just don't get so focused on that particular keyword just answer that in the best way that you can from a user perspective. You want to answer the question in a way that satisfies the user intent.

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