SEO case studies / Health & beauty ecommerce
Health & beauty ecommerce · UK · 28 days
Health and Beauty Ecommerce SEO Case Study: 3x More Impressions in 28 Days
A UK health and beauty online store had good products and fair prices, but struggled to show up on Google. Here is how technical and on-page SEO moved many of its keywords closer to page one in just one month. I ran this campaign as a Nepal-based SEO expert working with UK ecommerce stores.
Client: PWRRR
UK health and beauty online store
Before and After SEO Results
Previous 28 days
65
organic clicks
3,560
impressions
18.8
avg. position
Last 28 days
101
organic clicks · +55%
10.7K
impressions · 3x
12.5
avg. position
Search Console: last 28 days compared with the previous 28 days.
About the client
About PWRRR, a UK Health and Beauty Store
PWRRR is a UK online store selling skincare, wellness and beauty products. It had strong products and competitive prices, but it struggled to appear in Google UK search results. Before the campaign, the site reached few keywords, had low impressions and relied mostly on paid or direct traffic.
Industry
Health & beauty
Market
United Kingdom
Business model
Ecommerce store
Campaign
28 days
The problem
The Problem: Big Retailers Held the Top Google Spots
The UK health and beauty market is crowded, and well-known retailers already had strong brand authority. The site also had several SEO issues of its own:
- Low organic impressions and clicks
- Weak rankings for product and category searches
- Poor internal links between product categories
- Little targeting of keywords people use when ready to buy
- Weak authority in the health and beauty niche
- Page titles and descriptions that did not attract clicks
The plan
Our SEO Strategy for a UK Ecommerce Store
Technical SEO Fixes
- Fixed crawl and indexing issues
- Improved site structure and internal links
- Cleaned up the sitemap and indexing
- Improved technical performance
UK Keyword Research
- Targeted UK buying keywords
- Focused on product and category searches
- Found low-competition opportunities
Product and Category Pages
- Improved titles, meta descriptions and headings
- Improved product content and structure
- Added internal links across categories
Content Updates
- Updated existing pages to be more relevant
- Better keyword targeting and topic depth
- Improved category page content
Product Schema
- Added product schema markup
- Improved how listings look in Google
- Helped more people click through
Ongoing Tracking
- Tracked impressions, clicks and rankings
- Adjusted the plan based on Search Console data
Results
SEO Results After 28 Days
| Metric | Previous 28 days | Last 28 days |
|---|---|---|
| Impressions | 3,560 | 10,700+ |
| Clicks | 65 | 101 |
| Click-through rate | 1.8% | 0.9% |
| Average position | 18.8 | 12.5 |
Main Improvements
- Impressions grew about 3 times, from 3.5K to 10.7K
- Clicks grew from 65 to 101
- Average position improved from 18.8 to 12.5
- Many keywords moved closer to page one
- A strong upward trend in Google UK
In the first month, the website moved from low visibility to steady second-page rankings, with several keywords starting to reach page one.
Why Did the Click-Through Rate Go Down?
Impressions tripled because Google started showing the site for many new keywords. Most of those new rankings started on page two, where fewer people click. So the click-through rate dropped while the total number of clicks still went up. As those keywords move to page one, the rate usually rises again.
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