Case Study with
NIVEA, one of the world’s leading skincare brands, created a website that’s been a go-to location for tips and insights on maintain a healthy body, but company executives understood a stagnant site could lead competitors to make inroads. NIVEA Austria began looking for ways to improve its existing content structure and create new topics that would resonate with current and potential customers.
NIVEA in Austria wanted to be associate not only with healthy skin but with the topic of “care”, and to reduce the number of pages created over time with content overlaps. Searchmetrics’ agency partner iProspect worked in 2017 with the dentsu Aegis Network sister company isobar, to create a content strategy for NIVEA Austria. The goal was to improve SEO positioning and drive overall performance improvements by optimizing existing content with the right topics and creating new pages with relevant content based on Searchmetrics’ analysis.
“Our challenge was to avoid irrelevant content or content stuffing, without compromising or degrading existing performance. Searchmetrics has helped us to better understand the potential of our landing pages. Thus, we were able to significantly increase the overall SEO performance.”
Tereza Votavova, SEO Consultant iProspect
With the help of the Searchmetrics Content Performance, iProspect was able to measure the content on nivea.at and derive recommendations, which were implemented by isobar. These actions included content analysis, organizing strategically important topics by keywords and rankings, and defining focus areas. Furthermore, the software was used to measure in detail how NIVEA’s content performs in comparison to its competitors.
+ 209% increase in SEO Visibility
Higher rankings in focus areas that were defined within the strategy
Strengthen the positioning of predefined keywords
The regular review of the keyword rankings and keyword integration into the content formed the basis for optimization. It guided the decision-making about creating new content and optimization of existing content. Ultimately, the actions resulted in an increase in SEO Visibility of 209% over the current period.
Image 1: SEO Visibility of nivea.at
“With Searchmetrics, we have an optimal solution at hand to monitor our SEO activities in detail. Armed with data, we can work together with our agency to tap the full potential in this area. In addition, we can use the Searchmetrics Suite across the regions, making our activities more comparable.”
Liliya Lozanova, PhD; Head of Digital AT+EE, Beiersdorf