With so many players in the skincare industry, standing out online is more important than ever. If you're a skincare brand owner, run a beauty website, work in marketing, or dream of starting your skincare line, this guide offers a breakdown of skin care keywords and SEO optimisation.
Understanding Your Target Audience
Before diving into the world of beauty SEO, it's imperative to understand your target market.
Are you catering to those with oily skin who value vegan, cruelty-free products and prioritise natural skincare solutions?
Perhaps you're reaching out to those seeking acne treatments, who are also conscious consumers, preferring sustainably-sourced ingredients and ethical brands?
Or is your main audience comprised of individuals with dry or combination skin who lean towards luxury, high-end skincare rituals backed by scientific research?
Knowing your target audience allows you to create tailored content, from skincare routines for acne-prone skin to specific solutions for those with sensitive skin or ageing skin.
Many of your skincare blog posts will likely its target audience - a subset of your broader target market. For example, "serums for dry skin in winter" would cater to a niche audience who have dry skin concerns which get worse in the winter months.
The Power of Keyword Research
Taking time researching keywords for skincare before writing a blog post can help your content rank higher on the SERPS (search engine results page) and not get lost at in the gazillion search engine results skin care seo keywords.
Bottom line? Researching skincare keywords matters.
For independent beauty brands, targeting long-tail keywords such as "best skincare for oily acne-prone skin" or "cruelty-free moisturisers for dry skin" can be more effective than broad terms - like "natural skincare".
When you aim for a keyword with massive search volume (think: tons of folks typing it into Google), you're diving into a competitive pool. Many skincare brands have already crafted content around these popular keywords, which means your fresh content is competing with their well-established pieces.
However, by focusing on long-tail keywords, you're not only zeroing in on a more specific audience but also facing less competition. This niche strategy boosts your chances of clinching a higher ranking.
SEO Tools to Research Skin Care Keywords
Free SEO Research Tools
Ubersuggest: A versatile tool that provides keyword suggestions, search volumes, and even insights into what your competitors are up to.
Moz Keyword Explorer: This offers insights beyond mere search volume, like potential organic traffic and high commercial intent keywords.
Keyword Tool: Keyword Tool can be incredibly useful to find highly searched keywords to improve SEO.
Google Analytics: This tool is essential to measure the success of your SEO efforts and identify the best keywords driving traffic to your site.
Paid SEO Research Tools
Surfer SEO: If you're serious about diving deep into keywords, Surfer SEO is a must.
It suggests how often to use keywords and gives details on 500+ ranking factors. Plus, its SERP analyzer expertly breaks down top search results to help you structure content better.
I personally use Surfer daily and as such, am happy to promote them as an affiliate 💙
I will receive a small commission for signups via this link.
Ahrefs: Renowned for its vast keyword database and rank tracker, this tool is a beacon for identifying high-volume, low-competition keywords in the skincare realm.
SEMrush: Dive deep into organic search data, unravel advertising research, and peek into competitor strategies.
Arefs and SEMrush are on the pricey side when compared to other tools but essential for those who want a 360-degree view of their skincare SEO landscape.
Keywords Everywhere: This convenient Chrome extension presents keyword suggestions directly in your Google search, making on-the-fly research effortless.
Moz Pro: Beyond site audits and rank tracking, it's the keyword suggestions here that can be a goldmine for skincare bloggers.
Steps to Researching Keywords for an SEO Blog Post
✅ Step 1 - Brainstorming & Initial Research
Start by understanding your niche and listing potential topics or keywords.
⚙️ Tools to Help:
Ubersuggest to expand your list with suggestions and competitor insights.
Keywords Everywhere for quick keyword ideas while you're browsing.
✅ Step 2 - Deep Dive & Analysis
Once you have a broad list, dive deeper to understand keyword potential and competitiveness.
⚙️ Tools to Help:
Ahrefs for a detailed view of keywords, search volume, and competition.
SEMrush to get a holistic view of organic search data and competitor strategies.
Moz Keyword Explorer to uncover more than just volume—like high commercial intent keywords.
✅ Step 3 - Refine Your List
After the deep dive, narrow down your keywords to those most relevant with the best chance of ranking.
⚙️ Tools to Help:
Surfer SEO to understand keyword usage frequency and get insights on various ranking factors.
Google Analytics to see which keywords are already working well for you.
✅ Step 4 - Write Your Blog Post
After finalising your keyword list, it's time to create your blog post. A well-structured post isn't just about using the right keywords, but ensuring they're used effectively to answer your audience's questions. Long-tail keywords often provide more context, making them invaluable for in-depth topics.
⚙️ Tools to Help:
Surfer SEO: This powerful tool goes beyond just keyword suggestions. As you draft your post, Surfer SEO provides real-time content structure advice:
Content Editor: Surfer’s editor gives you keyword-related guidelines on things like word count, keyword frequency, and even the structure of your headings.
SERP Analyzer: By dissecting top-ranking posts for your chosen keywords, it shows you commonalities and strategies that have proven successful. This can help guide the depth and breadth of your own content.
True Density: Surfer calculates the perfect keyword usage based on what’s ranking, ensuring you neither over- nor under-use your keywords.
I used Surfer to guide me on structure and keyword density for this post. Here's a look at the Dashboard. As you can see, it ranks the post with a content score and provided a detailed list of words to include, heading structure, word count, etc.
Remember, a tool can guide you, but the authentic voice and unique insights you bring to your content will set it apart. Crafting valuable content on topics like "The Best Skincare Routine for Acne Scars" or "How Essential Oils Benefit Dry Skin" not only enhances your website's visibility but also positions you as an expert in the beauty industry.
Additional Areas for Content and Website Optimisation
Blog content is only one part of your overall strategy for keyword optimszation. Keywords should be integrated into other areas of your website and content.
Product Description Pages
The product descriptions should be engaging, up to date, and incorporate SEO keywords naturally. For example, if you offer a product with essential oils suitable for sensitive skin, ensure that your product description page clearly mentions these attributes.
👉 Check out my guide Step-by-Step: Write SEO-friendly Skincare Product Descriptions (Includes Examples)
Meta Descriptions
These brief snippets that appear in search results should be crafted with care, incorporating skincare SEO keywords and summarising your content accurately.
Images
Your website's images should have relevant alt-texts (text that described what is in the image) with SEO keywords, improving online visibility.
Whether you opt for free or paid tools, SEO keyword research is a foundational step for content visibility. These tools offer more than just data; they provide strategic insights for content creation in the competitive skincare blogging realm.
While it might seem challenging at first, with the right strategy, valuable content, and regular optimisation, beauty website can really set your skincare blog apart!
Hello👋 I'm Elesha, The Skincare Writer.
I've created content for skincare brands since 2017 helping busy brand owners stay on top of their content creation.
My services include blog articles, email copy, social media captions, skincare product descriptions, and content strategy.
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