This is a story of the SEO's role in the marketing bundle and how tweakingyour strategy helps the business - when egos are put aside.

1. SERP Conf ‘23
Beautifying E-Commerce
Campaigns via
A Holistic Brand Outlook

2. 🌍 Technical SEO
From Turkey
About Begüm
SEO Manager
@ Uprise Up UK
GBP Gold
Product Expert
GDS, RegEx,
Structured Data
Hreflang="tr",
”en" & “ja”
OSEOO with
The Gray Dot Co
@begumkayaseo
/in/begum-kaya
Opinionated SEO Opinions

3. Global Expansion to Turkish Beauty Market
Project highlights:
● Luxury beauty &
dermocosmetics brand
● Huge paid & influencer
marketing budget
● Limited access to dev
implementation
● No content strategy
involved
● Declining economy and
purchasing power

4. Global Expansion to Turkish Beauty Market
Campaign Results:
● 70% growth in organic
traffic
● 85% growth in non-branded
clicks
● 115% growth in non-branded
impressions
● 375% growth in organic
revenue

5. But that’s
a story
for another day…

6. Because We don’t always get to
have those shiny
budgets Building a name for a
product with other
teams (product, social
& engineering) is fun
There were global
strategies at play we
couldn’t tweak Finding balance
between your project
and what’s available is
invaluable
Plot twists are possible
& even more likely with
startups

7. The Agenda for Today
n intro:
The initial bits
ata
points utilized
A D
eautifying
the roadmap
xpanding
the strategy
B E
hallenges
faced
inale:
Key takeaways
C F

8. An intro: The initial bits
This is the story of a Korean beauty distributor, newly introduced to
the Turkish cosmetics market. Some of the differentiators were:
● In addition to their own production, there
were Korean beauty brands in the
product portfolio
● Vegan-friendly products
● Cruelty-free cosmetics
● Plastic-free packaging
● Sustainable production
● Innovative products

9. An intro: The
initial bits |
Branding angle
This was not solely an SEO project, but an effort in
marketing & branding altogether
We started with an extensive marketing research
and competitor analysis

10. An intro: The initial bits | Studying the niche
● Learning and identifying the market
trends
● Studying how to start a trend and go viral
● Exploring the mechanisms behind user
behavior was more important than
creating an SEO roadmap.
● Understanding how users approached
skincare and beauty products has been
the biggest challenge
● We knew this was going to be a journey
due to the number of fronts we had to be
present

11. ● Setupxxxıx
● Strategyxx
● Technicalx
● Contentxx.
● On Pagexx
● Off Pagexx
Beautifying the roadmap | Our priorities
The key elements we identified during the audit are presented to
the client under 6 different categories and prioritized accordingly

12. Beautifying the roadmap | Setup
We worked with an analytics consultant to create the desired GA4 setup for us.
This had to be an ongoing effort as well, since the product kept evolving.

13. Beautifying the roadmap | Strategy
Top marketplaces YouTube & TikTok
Top beauty blogs Trends analysis
Direct competitor websites Industry events / magazines
Combined with market research and competitor research, we used multiple
resources
Comments scraping Influencer feeds

14. Beautifying the roadmap | Strategy
Some of the processes we incorporated into the strategy were:
● Persona analysis
● Popularity analysis
● Semantic SEO analysis
● Brand mention analysis
● Video marketing analysis
● UGC opportunity analysis
● Customer support analysis
● Marketplace trend analysis
● Influencer marketing research

15. Beautifying the
roadmap |
Strategy
The brand trusted us to collaborate on all
analyses with them and provide various data
points that can be factored into content strategy
later on.

16. The website is custom-built so we had to rely on the developer agency.
Do you know what else the dev team had to handle?
● Planning their bandwidth
● Stock issues
● Order confirmation issues
● Address issues
● Shipping issues
● Form filling issues
● Other implementations
Beautifying the roadmap | Technical

17. Beautifying the roadmap | Content & On-Page

18. Beautifying the roadmap | Off-page

19. Challenges faced | 1
Limited
Resources

20. Challenges faced | 2
Limited
Resources

21. Challenges faced | 3
Limited
Resources

22. Challenges faced | But really…
Limited
Resources

23. Challenges faced | The truth is
We had high hopes and not enough resources!
1. Brand was amazing but there wasn’t an experienced marketing team to create
uniform messaging around the products and offering
2. The intern was juggling client relations, content marketing, distribution processes
and many more
3. Ads accounts and influencer relations were handled by the brand, and you know
how startups are like
4. SEO was expected to be at the core of all things, organize all channels with limited
contracted hours
5. Developers were overwhelmed with CMS issues arising daily
6. High turnovers at the company hindered our efforts to train employees to take on
some projects

24. Data points utilized

25. Expanding the strategy
● Users value convenience over surfing the web
○ We are not a marketplace - they won’t visit unless there is a campaign
○ But we kept our marketplace profiles strong
● Influencer campaigns worked better with micro-influencers
○ our SM metrics skyrocketed each time we had a collaboration
● Comments are more important than the product description in mp’s
○ address negative comments with data and research
● Trends analysis and competitor analysis were the most important ones
○ especially the price comparisons and learning which products users relate with
● The website had some traction only after we acquired some reputation in
the top marketplaces
○ prioritize listings

26. We shifted our efforts
to supporting other
departments rather
than solely doing SEO,
and expecting marginal
returns:
Surround Sound SEO

27. Your industry is
competitive
Your business is new
Why Surround Sound SEO?
Especially
useful when
Resources for content &
distribution are limited

28. Start ambitious
Dig deep to explore all opportunities you
can take advantage of
Expand your strategy
by looking beyond SEO, support and
nurture other teams
Finale: Key takeaways
Pivot and share your learnings
Don’t be discouraged by the hiccups or
things that didn’t go well, keep adding
value

29. Thank you!
begumkayaseo
/in/begum-kaya
Opinionated SEO
Opinions
begumkaya.com