As in the U.K. and France, e-tailers dominate organic search for Beauty brand terms in Germany and own half of first-page results. However, L’Oréal Paris found a way to boost its brand site visibility: using digital lounges.

The term “lounges” refers to areas of the brand’s site that combine beauty tips with paths to purchase. Each lounge contains a wealth of content related to that beauty category. For example, the “Makeup Lounge” includes video tutorials and trends that can be filtered by style and area of application, while the “Nail Lounge” includes videos from basic nail care tips to more avant-garde nail art.

Organic visibility

The lounges not only encourage purchase, they also serve as an SEO engine. Over a quarter of the brand’s site traffic comes from organic search, and by backing the lounges with paid spend, L’Oréal can use them to garner additional visibility. Those efforts particularly pay off in the Nail Care category, where L’Oréal appears on the first page of 40% of paid keywords, but none organically.

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