In Veil Cosmetics’ case, branded traffic played a key role in the SEO strategy. “Branded traffic,” refers to the traffic arising from references to a brand name and also falls under the umbrella of “organic traffic.”
Examples of branded traffic include searches for “Veil Cosmetics concealer” or “vegan cosmetics Veil.” Higher branded traffic suggests an increasing proportion of searches coming from word-of-mouth, and indicates a strengthening brand reputation.
OST performed technical SEO to help move Veil’s website and eCommerce channels towards the top of search engine results pages (SERPs).
Another priority for Veil’s online SEO strategy was driving eCommerce revenue. With an eye for promoting online sales, OST added schema markups to Veil’s website to highlight pertinent features of Veil’s standout products. Schema markups are strings of code embedded in a site’s HTML. A schema markup allows search engines to more easily read a website’s code, and improves SEO by adding informative data to search engine results. OST implemented a schema markup strategy for Veil by inputting correct schema to automatically present key information on SERPs.
Examples of information that OST displayed through schema markups include rating, votes, price, and availability status.
Veil’s strongest asset is their line of cosmetics. Veil’s products come straight from the expertise of their founder, a professional makeup artist with an extensive portfolio; Veil’s emphasis on skin-care, versatility and revealing the wearer’s natural beauty help differentiate their products from similar ones by brand competitors.
The schema markup for Veil focused on the products’ competitive pricing and positive reviews, and led to overall increases in revenue.
Finally, OST introduced tag-manager implementation to assess the conversion and clickthrough rates of Veil’s website and eCommerce pages. Through eCommerce tracking, OST identified areas for growth and implemented changes to the website as necessary.
Learn more about our eCommerce SEO strategies and contact us with your questions here