From research to purchase: the role of SEO in the growth of brands in skincare

In a scenario where buying decisions end up influenced by the strength of online presence, competition for brand awareness (brand recognition) through digital channels has become an extremely relevant item for several segments.In the world of skincare, for example, in which competition for exhibitions becomes increasingly and consumers are always in search of the best solutions for their individual needs, having a solid SEO strategy is essential to boost brand recognition and, at the same time, generate conversions.

Today, Brazil represents the fourth largest beauty and care market in the world. To define the brand of their choice, consumers research ingredients, seek to understand the benefits of each product and listen carefully to recommendations from friends or professionals. Thus, there are several ways for a brand to overcome barriers and enter the public imagination. However, even in the face of various possibilities, it is easy to substantiate that the best of the options remains the search for organic traffic, especially from strategically integrated SEO. 

One of the main challenges to achieving organic traffic is to conquer space in terms unrelated to the brand (non-branded). Many searches in the skincare segment involve doubts about skin types, ingredient effectiveness and product recommendations. By creating relevant content and well positioned for these terms, a company tends to reach new audiences naturally, educate the consumer and influence its buying journey in the different sales channels.

For this, some actions are decisive. The first step is to understand the intentions of consumer search and map strategic keywords. In the case of the Brazilian market, for example, terms related to hydration and care for oily skin represent high demand. Creating in-depth content, scientifically based and validated by experts increases credibility and improves performance in search engines.

Another critical point is the technical optimization of the site. Loading speed, URL structure, mobile usability and well-planned internal links directly impact search ranking.In addition, artificial intelligence tools are already used to improve information curation, ensuring that content is complete and aligned with Google's good practices.

Synergy between SEO and influencer marketing also extends brand reach. Partnerships with dermatologists and experts can add value to content and reinforce company authority.Citations from trusted sources, case studies, and in-depth articles help drive engagement and increase user retention rate.

For the SEO strategy to be successful, it is essential to still think long-term. The investment in original and quality content must be continuous, with frequent updates and aligned with market trends. Companies that adopt a truly strategic approach gain a solid positioning and rewarded by a loyal base of informed and engaged consumers.

In a digitalized environment where consumer attention is a good beyond disputed, who dominates SEO is not only found 2 is remembered.