How the Malaysian Beauty Brand Leveraged
Non-Branded Keywords to Drive Revenue

SEO is not always about ranking for your brand keywords to thrive in online business. In fact, most expert brands start their SEO journey by simply trying to gain attention of their potential consumer during their early search and exploration phase to any problem. Brands try to broaden their keyword strategy to include both branded and non-branded keywords to catch even undecided consumers early in their research.

Let’s understand this concept from the case study of a famous Malaysian beauty brand Kiehl that incorporated non-branded keywords into their SEO strategy to significantly improve their online sales by 27% post covid.

During an SEO strategy building, Kiehl learned that people in Malaysia were exploring the Google search feature to learn new methods to take care of their skin after the pandemic halted their periodic skincare rituals. To their surprise, search interests for keywords like “skin care” and “skincare for” were up by 20% and 50% respectively than the previous year. That’s not all. They also discovered that non-branded search terms were holding the capacity to bring 5 times more audience to their website than their brand keyword “Kiehl’s” do. That’s when the Malaysian beauty brand decided to work on these non-branded search terms to strengthen its Google Search strategy.

After working on more non-branded keywords like “skin care routine” and “toner for oily skin,” Kiehl witnessed a 20% increase in website traffic, with 80% new visitors during the campaign. This inflow of traffic also helped the brand do 27% more sales than their previous campaign.

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