Real Traffic, Zero Ads: How SEO Alone Fueled a Beauty Brand’s Growth

At Somos Media, we’ve helped dozens of brands grow through SEO – so we asked ourselves: What if we applied our expertise to our own brand? That question sparked the idea behind Melini.hu, a niche beauty webshop built from the ground up with search engine optimization at its core.

From the very beginning, our goal wasn’t just to build an online store. We wanted to create a strong, self-owned beauty brand that would leverage our digital marketing know-how, especially in SEO and content-driven growth. Unlike typical e-commerce projects, this wasn’t a client request – this was our own initiative, and that gave us full control over every detail.

We began by identifying high-potential search terms in the natural cosmetics and skincare space. Thanks to years of SEO experience, we already had a clear picture of which keywords had consistent search volume, relatively low competition, and strong commercial intent in Hungary. We weren’t guessing — we were data-driven from day one.

Instead of creating products first and then looking for an audience, we reversed the process: We knew what people were searching for, and we went looking for the right products to match.

To source these products, we attended Cosmoprof Bologna, the world’s largest beauty and cosmetics expo. Our goal was to discover innovative, high-quality products that fit the intent behind our target keywords. We met with international manufacturers and selected brands that aligned with our values: clean ingredients, aesthetic packaging, and something truly worth ranking for.

This foundational approach — starting with SEO insights and then building everything around them — shaped every decision going forward. From brand positioning to site structure and product selection, Melini.hu was engineered to succeed in search.

In this case study, we’ll walk you through the full process — from keyword research to technical SEO, content creation, link building, and real-world results. Whether you’re a marketer, agency owner, or brand builder, we hope this behind-the-scenes breakdown of our own success gives you both inspiration and practical insight.

Initial situation

Before any design, content, or development work began, we started Melini.hu with the same mindset we apply to all client projects: SEO first.

This meant that even before the site launched, we used SEO PowerSuite to audit, analyze, and plan every aspect of our website’s structure and technical foundation.

Website structure and technical setup before SEO

Melini.hu didn’t start with a legacy platform — we had the rare opportunity to build from scratch. That meant no technical debt, no broken structures — but also, no organic traffic and no authority.

We set up WordPress with WooCommerce and used Elementor Pro as the visual builder, alongside Yoast SEO to optimize dynamic product pages.

Before any launch, we used Website Auditor (SEO PowerSuite) to test:

Because the site was new, the initial SEO score in Website Auditor was solid in terms of structure, but we lacked real-world data — no traffic, no keyword rankings yet.

Traffic and visibility levels at the start

Since the domain was brand new and had no backlinks or history, our visibility score (as tracked in Rank Tracker) was practically 0%. We had no indexed keywords, no impressions in Search Console, and no incoming traffic.

This is where SEO PowerSuite played a vital role. Using Rank Tracker, we uploaded a carefully selected keyword list based on:

These keywords were grouped into categories like:

We then set up baseline tracking for rankings in Hungarian search results, so we could measure growth from week one.

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Key problems identified

Even with a new site, the first audit highlighted potential issues that could harm long-term performance if left unaddressed:

By starting with SEO PowerSuite, we had a clear picture of where we stood and where we needed to go — no guesswork, just actionable insight. It gave us confidence to move forward with the content and technical roadmap that would fuel Melini’s growth.

SEO audit & strategy planning

Once the initial technical setup was in place and we had baseline visibility data, it was time to build the SEO strategy that would guide Melini.hu's growth over the coming months.

We approached this just as we would for any paying client — with clear structure, smart tools, and measurable goals.

Technical SEO audit results

Using SEO PowerSuite’s Website Auditor, we conducted a full technical audit of the site before any large-scale content upload began. This audit helped us catch several subtle but critical issues early:

Fixing these technical issues before launching the site publicly saved us from major reindexing problems and preserved crawl budget for the pages that actually mattered.

We also installed structured data markup via a WooCommerce-compatible schema plugin. This allowed Google to correctly interpret our product data (name, price, availability, reviews), boosting the chance of rich results in SERPs.

Keyword research process

Since this project was SEO-first, keywords came before products.

We created a seed list using:

We focused on:

Each keyword group was mapped to a specific URL:

This search-intent mapping helped avoid keyword cannibalization and ensured each keyword had a clear, optimized destination.

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Competitor analysis insights

We analyzed competitors using SEO PowerSuite’s SEO SpyGlass and Rank Tracker tools. The key findings included:

We positioned Melini.hu to compete with quality, not quantity — optimized content, technical clarity, and strategic links.

Strategic goals and KPIs defined

From the very beginning, we defined clear, measurable goals tied to business impact:

Primary goals:

Secondary KPIs:

We reviewed these KPIs monthly, allowing us to adjust course quickly if needed. Having clear expectations made reporting smoother and gave the team a north star to work toward.

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On-site optimization

Once our keyword strategy and site architecture were mapped, we moved into hands-on on-site SEO work — making sure every page on Melini.hu was not only accessible to search engines, but fully optimized for user experience and ranking performance. The focus here was clarity, speed, and semantic relevance.

Meta title and description rewrites

We manually rewrote the meta titles and descriptions for all key landing pages,categories, and product pages. While default WooCommerce titles often follow a rigid format (e.g., “Product Name – Shop Name”), we knew that wouldn’t cut it for SEO.

Our meta title strategy included:

Meta descriptions were crafted to:

These updates led to a noticeable increase in click-through rates (CTR) for several pages within weeks of indexing.

URL structure improvements

Before adding hundreds of products, we implemented a clean, SEO-friendly URL structure that would scale with the site.

Examples:

Key practices:

This clarity in URLs also improved breadcrumb trails and enhanced snippet eligibility in search results.

Image optimization and alt-text strategy

Given that the beauty niche relies heavily on visuals, we prioritized image SEO to improve both page speed and search relevance.

Steps taken:

This not only improved our performance score but also helped Google Image search visibility, especially for branded products.

Internal linking strategy

We created a scalable internal linking structure to help spread authority across the site and guide users intuitively through categories and related products.

Tactics included:

SEO PowerSuite’s Website Auditor helped us identify orphan pages and optimize link depth across the site.

Canonical tag implementation

Given the potential for duplicate content in a WooCommerce store (e.g., product variations, filtering URLs, tag archives), we carefully applied canonical tags to consolidate indexing signals.

Key actions:

This helped us prevent keyword cannibalization, especially for high-performing brand names like Hada Labo Tokyo, where we had a brand intro page, category, and multiple products.

Content development

While technical SEO laid the foundation, it was content that truly brought the Melini.hu SEO strategy to life. We focused on writing content that was not only optimized for search engines but genuinely valuable for users, helping build both trust and visibility.

Product description rewrites (SEO-focused)

Most supplier-provided product descriptions were either too short, duplicated across dozens of other stores, or lacking in useful detail. We made it a priority to rewrite every key product description in-house, with SEO front of mind.

Each rewritten product description included:

We also ensured consistency in product formatting using WooCommerce + Elementor templates, so each page remained structured, scannable, and responsive.

Blog posts and FAQ sections

To support top-of-funnel discovery and target long-tail queries, we launched a content hub featuring:

Each blog post was:

Additionally, we created FAQ sections on both product and category pages using schema markup to increase the chance of appearing in rich snippets. These answered real questions sourced from Google’s “People Also Ask” and customer support queries.

Category page SEO content

Category pages are often neglected in e-commerce SEO — not at Melini.hu.

We wrote unique, engaging category descriptions (200–300 words) at the bottom of each page, targeting mid-level commercial-intent keywords such as:

Each text was tailored to the specific intent of the user browsing that category and included light storytelling and helpful guidance, never just keyword stuffing.

These category descriptions played a huge role in increasing visibility and reducing cannibalization between product and collection-level pages.

Tone-of-voice and brand consistency in content

Since we were building our own brand, we had complete freedom — but also full responsibility — to craft a unique and trustworthy tone of voice.

We decided on a voice that was:

We avoided vague phrases like “world’s best” and instead focused on credibility:

“Formulated in Japan and enriched with five types of hyaluronic acid, this lightweight gel cream delivers deep hydration without clogging pores.”

All content — whether on a blog, product page, or category — followed this voice consistently, helping build a strong, recognizable brand identity in a competitive space.

With this content strategy in place, Melini.hu was no longer just an online shop — it became a trusted skincare resource, and that trust translated directly into traffic, conversions, and backlinks.

Technical improvements

Even the best content won’t perform well if a website is slow, clunky, or difficult to crawl. That’s why, in parallel with our content work, we invested in technical SEO enhancements to improve performance, accessibility, and indexability. These upgrades not only helped with rankings but also significantly improved user experience and conversion rates.

Site speed optimization (NitroPack, caching, etc.)

Speed was a top priority from day one. Since Melini.hu is image-heavy (as most beauty e-commerce stores are), we knew load times could become a bottleneck — especially on mobile.

Here’s what we implemented:

As a result, our Google PageSpeed Insights scores consistently hit 90+, and the site loaded under 2 seconds even on mobile 4G networks.

Mobile-friendliness enhancements

More than 70% of Melini.hu visitors come from mobile — so we optimized with a mobile-first design mindset.

Key actions included:

We also removed or restyled heavy animation elements that were slowing down mobile load times or creating layout shifts — crucial for Core Web Vitals.

Structured data and Schema Markup

To boost visibility and qualify for rich snippets, we implemented structured data across all key page types using both a plugin and manual edits.

Schema types used:

This led to an increase in enhanced search listings, such as star ratings and price info directly in Google results — helping Melini.hu stand out in competitive SERPs.

Resolving crawl errors and broken links

To maintain index health and avoid dilution of ranking signals, we ran regular crawl diagnostics using SEO PowerSuite’s WebSite Auditor and Google Search Console.

Issues resolved included:

We also submitted updated XML sitemaps through Search Console after every significant content or product batch release, ensuring timely crawling and indexing.

These technical improvements formed the backbone of Melini.hu’s long-term SEO scalability, ensuring that Google could crawl, index, and reward the content we worked so hard to produce — and that users had a fast, flawless experience across all devices.

Off-site SEO & link building

While on-site SEO builds the foundation, off-site SEO is what gives a site the authority and trust signals needed to compete in organic search — especially in competitive niches like beauty and skincare. For Melini.hu, we implemented a strategic, quality-first link-building campaign to support long-term rankings and brand visibility.

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Local citations and business directories

Although Melini.hu is primarily an online store, we wanted to build local SEO signals that would boost trust and increase visibility in Hungarian search results.

Actions taken:

This helped us rank better for brand-related and near-me queries, especially in early discovery stages where local trust matters.

Guest posting and content outreach

We launched a content-driven outreach campaign focused on earning links from relevant blogs, lifestyle platforms, and beauty industry websites.

Key principles:

We also partnered with a few micro-influencers in the skincare space to review products on their blogs, which led to natural backlinks over time.

Some outreach tactics included:

Backlink quality and anchor text strategy

We carefully monitored our link profile growth using SEO PowerSuite’s SEO SpyGlass, ensuring a natural and diverse anchor text ratio.

Our strategy included:

We also focused on link relevance over volume. One backlink from a niche skincare blog with engaged readers brought more value than five generic ones.

Results:

By pairing off-site SEO with consistent on-site optimization, Melini.hu built a trustworthy link profile that supported organic growth, rather than relying on aggressive tactics or paid placements.

Tracking, reporting & adjustments

A well-planned SEO strategy is only as good as its ability to adapt and evolve. For Melini.hu, we built a consistent reporting framework to monitor progress, identify new opportunities, and correct course where needed — all backed by real-time data.

Monthly reporting routine

From launch, we established a monthly reporting cycle to track both technical and performance metrics. This routine allowed us to stay accountable, communicate milestones, and make data-informed decisions.

Each month, we reviewed:

We documented everything in a structured report, visualized key metrics with graphs, and kept a changelog of SEO activities performed that month (e.g., "10 new product descriptions added," "redirects cleaned up," etc.).

This approach allowed us to measure ROI on specific SEO efforts and keep the strategy agile.

Tools used

We used a blend of free and premium SEO tools to cover every angle of tracking and diagnostics:

These tools allowed us to triangulate data, ensuring we weren’t reliant on a single metric or platform.

What we refined based on data

With monthly insights in hand, we made a number of key refinements along the way:

This feedback loop — execute, measure, refine — allowed Melini.hu to stay competitive in a fast-moving niche, without wasting effort on tactics that didn’t produce measurable gains.

With all these mechanisms in place, Melini.hu wasn’t just "doing SEO" — it was operating like a data-driven publishing and e-commerce brand, capable of scaling intelligently.

Results

By combining technical precision, strategic content, and a focused link-building approach, Melini.hu achieved measurable SEO success in a relatively short time. These results validated the strategy and proved that SEO can be a powerful growth engine even in competitive e-commerce niches.

Keyword ranking improvements

Within the first 3 months of launch, we began to see movement across our tracked keywords. By month 6, the majority of our core terms were ranking on page 1 of Google, with several reaching top 3 positions.

Highlights from Rank Tracker:

We achieved rich snippet visibility for:

Traffic growth (with screenshots/charts)

Organic traffic began with almost zero baseline, as Melini.hu was a brand-new domain. But thanks to SEO-driven structure and content, we saw consistent growth:

Lessons learned & takeaways

Every SEO project is a learning process — and launching Melini.hu taught us more than any theoretical case ever could. From technical setup to customer behavior, this project gave us hands-on insights into what truly drives success in e-commerce SEO.

What worked best:

What we would do differently:

Actionable tips for similar businesses

By building Melini.hu with SEO at the core, we proved that a small, focused team with the right strategy can outperform larger players in search — even in a crowded market. It wasn't just about rankings. It was about building a brand that ranks, converts, and grows organically.

Conclusion

Launching Melini.hu wasn’t just another e-commerce project — it was a real-world demonstration of what focused, data-driven SEO can achieve. With zero prior traffic, no existing brand recognition, and a highly competitive niche, we built an organic growth engine from the ground up.

In just a few months, we:

This case study proves that SEO isn't just a marketing channel — it's a business model. When approached strategically, it informs product decisions, content direction, technical structure, and long-term brand positioning.

About Somos Media

Somos Media is a performance-focused digital agency specializing in SEO, content strategy, and e-commerce growth. Based in Hungary, we help brands of all sizes turn search visibility into real business results — whether through launching new platforms or scaling existing ones.

We combine technical expertise, strategic content, and transparent reporting to create solutions that don’t just rank — they convert.

From B2B industries to lifestyle and beauty brands like Melini.hu, our mission is simple:
build with purpose, optimize with precision, and grow sustainably.

Let’s talk SEO:
https://somosmedia.co
Email: seo@somosmedia.co