227+% Increase in the Number of Organic Sessions (YoY), 28,049+% Increase in SEO Visibility Score (YoY)

Founded in France in 1950, Mustela specializes in cleansing and skincare products for the whole family, including newborns.

Today, Mustela's products for mothers and babies are available in pharmacies and dermo-cosmetic stores across developed markets, including the USA, Canada, Australia, and Japan. Mustela is one of the leading baby dermo-cosmetics brands in Turkey and Europe.

Challenges:

Our biggest challenge was a website architecture that could not fully support some of the technical improvements we wanted to make. We therefore focused our time on SEO actions that could deliver results more quickly.

Purpose:

Although the website is not an e-commerce platform, expanding visibility for Mustela's product types was our top priority. We enriched content on product detail pages to capture organic search traffic for terms such as nipple care cream, stretch mark oil, and stretch mark serum.

Our second priority was positioning Mustela as a brand that answers questions from mothers and expectant mothers about pregnancy, skincare, child skincare, and baby care. We expanded the brand's blog, Mustela Mag, with content covering common questions across these topics. We focused on high-search-volume areas and gave readers the information they needed. Throughout the process, we aligned content with emerging search trends; for example, after the coronavirus pandemic began, we published content targeting searches about pregnancy and coronavirus.

Results:

227+% Increase in the Number of Organic Sessions (YoY),
227+% Increase in the Number of Organic Users (YoY) * Comparison between data from 2019 and 2020.
28,049+% Increase in SEO Visibility Score (YoY)

* Comparison between data from the last day of 2019 and the last day of 2020.