How L'Oréal Captures $1.22M in Traffic Value Monthly - A Marketing Strategy Breakdown

By Team Inblog ⋅ April 2, 2025

L'Oréal, the world leader in beauty and cosmetics with over a century of innovation and a portfolio of iconic brands, continues to redefine the industry globally. Loreal has successfully generated $1.22M in traffic cost value through its SEO strategies as of January, 2025. This growth is driven by a combination of keyword targeting, content optimization, and on-page SEO improvements.

In this article, we’ll dive into the key marketing strategies that contributed to their success.

Keyword Strategies

A well-planned keyword strategy helps connect your content with the right audience by aligning it with their searches.

Boost SERP Rankings by Understanding Search Intent

The key to this strategy’s success is loreal's deep understanding of search intent. Search intent isn’t just a buzzword—it’s the reason people type queries into search engines and a major driver of search traffic.

There are four main types of search intent:

• Informational: When someone is looking to learn more (e.g., “What is loreal?”).
• Navigational: When someone is trying to find a specific page or site (e.g., “Personal CRM Template”).
• Commercial: When someone is comparing options (e.g., “loreal vs. Competitors”).
• Transactional: When someone is ready to buy, use, or download something (e.g., “loreal Pricing”).

As search intent moves from Informational to Navigational, Commercial, and Transactional, users become more specific and action-driven. Initially, users seek general information, but as they move down the funnel, they get closer to making a decision or purchase.

Considering various keyword variations that users might search for in areas like UX or template solutions, L'Oréal's top 1,000 organic keywords have been categorized into these intent types.

Notably, commercial keywords are displayed using examples such as "lancome", "nyx", "kiehl's", "loreal logo", "loreal internships", "urban decay", "pureology", "prada", "essie", "maybelline" and they account for the largest share, contributing $44.04K in traffic cost.

Optimizing Content for Search Intent

To rank well on Google, it's important to create content that aligns with what users are actually searching for. Google aims to provide answers by using advanced algorithms to understand the intent behind each query. Understanding search intent helps ensure your content meets users’ needs.

Below are the top five pages on loreal that generate the most organic traffic through content optimized for keyword intent:

loreal's SEO success is rooted in a traditional content marketing strategy, where long-form guides rank for a wide range of keywords. The selected keywords – "what is glycerin", "titanium dioxide in makeup", "where does argan oil come from", "where does hyaluronic acid come from", and "style my hair" – are all non-branded and long-tailed, addressing specific informational queries that attract a highly targeted audience. They generate significant traffic because they meet clear user intent, offering detailed insights into cosmetic ingredients and styling techniques that are matters of genuine consumer interest.

Choosing the Right Keywords to Attract Quality Traffic

The more organic keywords you rank for—that is, words and phrases that draw people to your site from a search engine results page (SERP)—the better. loreal ranks for 83231 organic keywords. One of the biggest contributors to loreal’s organic success is their ability to rank for high-value, non-branded keywords that address specific informational needs with strong search intent.

On-Page SEO: Keeping a Consistent URL Structure

On-page SEO involves optimizing various elements within a webpage to improve search engine rankings. A clear and consistent URL structure is essential because it enables both users and search engines to quickly understand the subject and hierarchy of a page. By using straightforward directories and well-chosen keywords, websites can enhance relevance signals and user experience simultaneously.

Loreal employs an organized URL pattern that features a primary subfolder—often representing the language or regional version, such as "en"—followed by additional subfolders that classify content into distinct categories. This structured approach, seen in URLs like loreal/en/loreal-luxe/lancome, helps signify the content’s purpose and relevance while reinforcing the site’s topical authority. The clear separation between broader categories and specific topics is a testament to a well-planned SEO strategy.

This uniform URL architecture not only boosts user navigation but also improves the crawlability and indexation efficiency for search engines. Using a simple structure (loreal/[subfolder]) for general pages and a nested structure (loreal/[subfolder]/[keyword]) for detailed content allows for scalable organization. Ultimately, such a setup makes it easier to manage high-traffic keywords and supports an effective technical SEO framework that drives organic search performance.

Examples of URL Structure:

loreal/[subfolder]

• https://loreal/en
• https://loreal/fr
• https://loreal/nl

loreal/[subfolder]/[keyword]

• https://loreal/en/loreal-luxe/lancome
• https://loreal/en/consumer-products-division/nyxpmu
• https://loreal/en/loreal-luxe/kiehl-s

Conclusion

This report details how L'Oréal captures $1.22M in monthly traffic value through a robust and well-executed SEO strategy. The integrated approach includes a deep understanding of search intent through targeted keyword strategies, rigorous content optimization that aligns with user queries, and a streamlined on-page SEO method using uniform URL structures. Each component—from identifying keyword intent categories and showcasing top organic keywords to optimizing high-quality, long-tail queries and ensuring scalable website architecture—demonstrates L'Oréal’s commitment to sustained organic growth. The comprehensive strategy reinforces the company's authority in the beauty and cosmetics industry while ensuring that users find precisely what they are searching for.