Talking Search: Harley Cosmetics

Search Engine Optimisation allows you to rank competitively organically, get on your search engine providers’ good side and provide quality and relevancy throughout your website. Harley Cosmetics’ website got the loving treatment it deserved.

The Client

What The Brand Needed

Harley Cosmetics came to us with a recently created beautiful website. However, they didn’t have much in the way of SEO tutelage. As a result, they were still determining whether their previous developer had built the site correctly or if the appropriate SEO optimisations were made to help their site get seen.


A lack of an internal SEO employee or support meant this problem would persist for future updates – whether new pages or new content. With a newly founded blog section, having the ambiguity on SEO was something they couldn’t afford to lose time on.


In an incredibly competitive industry like cosmetics, a high-ranking listing on search is often the most effective source of quality leads and traffic. Organic also means they won’t break the bank by running ads on highly competitive keywords and search phrases.


Harley Cosmetics needed the confidence that their site was functioning as intended and each component was optimised with SEO in mind.

The Challenge

What We Did

After our initial conversation with Harley Cosmetics, we conducted a full SEO audit.


Our SEO specialist worked alongside the Harley Cosmetics team to ensure the foundation of their site was SEO proofed. Additionally, we thoroughly evaluated their keywords and conducted our keyword research independently to review and implement necessary changes, thus aiding in organic rankings.


The location also plays a critical role in SEO optimisation. The more locally competitive your business, the more challenging it can be to break into local rankings for your desired keywords. Harley Cosmetics was located in one of these significantly competitive geographic locations. This meant we needed to take more time considering the ranking opportunities for the site while evaluating the competition and what they were optimising for.


Yet, doing so locally was essential for long-term success.


Following this, Harley Cosmetics effectively used our monthly consultation and support to oversee and guide the direction of new content added to the website to help maintain that strong SEO presence.

The ultimate goal is to be found organically online. To rank high on the SERP without ads and encapsulate your desired demographics purchase. But first, learn how to speak to the Search bots.

Dan Lee Searle


Initial Audit

Harley Cosmetics London has various complex cosmetic treatments and services that require keywords and relevance triggers. Identifying these keywords and triggers is important as it ensures we are ranking for the right reasons, not simply due to chance.


We had to plan thoroughly as Harley cosmetics was in a bustling industry in one of the most sought areas globally for cosmetic services.


Through our initial industry and competitor research, we developed a full in-depth SEO audit to see where we needed to refine and optimise. This initial audit would be the foundation for the bulk SEO changes we would make during the project.


Technical SEO

A common area missed when building a new website is the back-end technical SEO. This can occur due to a lack of experience and know-how; sometimes, it may be a component not paid for during the build.


In Harley Cosmetics’ case, we soon found out that this technical SEO was sorely needed to ensure the site should be doing what it was meant to do behind the scenes.


After our initial audit, we began planning our search optimisation strategy. Technical SEO can be linear, so long as the pages and their purpose don’t change, the SEO can be optimised. Conversely, content can be more volatile, with changes being made relatively frequently depending on the need. Thus, we started our optimisations on the technical side to give us more opportunities to address the content with a solid foundation in place.


Full SEO Overhaul

With a complete backend optimisation now in flow, our attention turned to the content. From our initial research, we implemented relevant keywords into the copy and optimised the metadata – description and tags – page by page. In some areas, this took some considerable rewrites.


When implementing keywords, we do our best to ensure they are added organically, especially when added directly into the content. After all, the content on the page is prepared for humans first. It must be easy to read and purposeful to the goals of the page.


Once finalised, we integrated the site with crucial SEO tools such as Google search console, Webmaster tools and SEM rush. These tools helped us further understand the site’s health and positioning and allowed us to clear up any errors found by the search engines themselves.


Using our 105-point SEO strategy, the site became fully optimised and ready to be tested.


On-Going SEO Support

SEO, similarly to blog posts and blogging, can take a decent amount of time until you begin to see tangible results. However, failing to optimise once you do can see your site start to stagnate.


We worked closely with Harley Cosmetics in the months to follow the initial SEO audit. During of which, we periodically evaluated the site using our on-going SEO support. This deep analysis in search health enables us to discover any errors or links that may be causing damage to search transparency.


We then acted upon this information and rectified any issues that may have appeared due to now dead links or for other reasons. Doing so supports the domain’s visibility alongside new content, including blog entries, new product pages, etc.

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