Frends Beauty SEO Case Study

Driving 847.76%
Organic Traffic Growth for Legacy Professional Beauty Retailer

SEO Yodha partnered with Frends Beauty to strengthen its organic search presence, expand category-level keyword coverage, and increase visibility among makeup artists, hair stylists, special FX technicians, studio buyers, film and TV productions, bridal artists, and beauty enthusiasts.
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Organic traffic

13.4K to 127K /month
+ 0 %
Ranking keywords

738 to 1876

+ 0 %
Clicks from Google
0.5% to 0.7%
0 %
Average position
21.5 to 15
0
The client

About Frends Beauty

Frends Beauty is a family-owned professional beauty supply store serving the entertainment industry since 1940. Operating from North Hollywood in the San Fernando Valley with nationwide and international shipping, Frends Beauty stocks category-defining brands including Ben Nye, Skin Illustrator, Make Up For Ever, RCMA, Anastasia Beverly Hills, and Danessa Myricks Beauty across more than 200 product collections spanning Makeup, Accessories & Tools, Special FX, and Skin & Haircare.
Professional Makeup, Theatrical & Special FX Supply
Ecommerce & Specialty Retail

Service areas – North Hollywood, Los Angeles, San Fernando Valley . Nationwide & International Shipping

Scope of work

The Challenges We Faced

When we began the project, the brand faced several key SEO challenges:

Competition

Competitive Category Search Results

Frends Beauty competes against large national beauty retailers and brand-direct stores for prominent Google positions on professional makeup and Special FX terms.

Coverage

Limited Keyword Visibility

A deep, multi-level product catalog had significant untapped potential across product, brand, and long-tail professional-artist keywords.

Architecture

Complex Catalog Structure

A four-level Shopify category structure created faceted navigation issues, duplicate collection URLs, and canonical handling problems that diluted ranking signals.

On-page

On-Page Optimization

Collection and product pages needed stronger alignment between titles, headings, and copy and the way professional buyers actually search.

Content

Content Opportunities

The site needed more search-focused content addressing artist techniques, product comparisons, and buying questions to capture top-of-funnel demand.

Authority

Website Authority

Building stronger off-page signals and relevant links was important for improving domain credibility in the beauty and entertainment-supply space.

Scope of work

Our Approach & Solutions

SEO Yodha developed a customized ecommerce SEO strategy to strengthen Frends Beauty’s organic visibility, improve rankings across a deep multi-level product taxonomy, expand keyword reach into high-intent professional and consumer searches, and attract more qualified buyers across the United States and international markets.
01 — Foundation

Keyword Research & Commercial Intent Mapping

then mapped each query to the correct page type — collection, product, brand, or blog — so every search intent had a single, clearly-owned landing page.

02 — Structure

Technical SEO & Site Architecture

Audited and resolved crawlability, indexability, faceted navigation, duplicate collection URLs, canonical handling, thin category pages, and Core Web Vitals issues across a large Shopify catalog.

03 — On-Page

Collection & Product Page On-Page SEO

Optimized page titles, meta descriptions, H1 and heading structure, collection intro copy, product descriptions, image alt attributes, and schema markup across priority Makeup, Special FX, Accessories & Tools, and Skin & Haircare collections.

04 — Content

Content Development & Internal Linking

Built and optimized search-focused editorial content around artist techniques, product comparisons, and buying questions, then linked that content directly into the commercial collection and product pages it supports — converting informational traffic into product discovery.

05 — Local

Local SEO

Reinforced visibility for the North Hollywood retail location and San Fernando Valley / Los Angeles search demand, supporting walk-in traffic and same-day studio service orders alongside ecommerce.

06 — Authority

Authority & Backlink Building

Developed relevant, quality-focused links and brand mentions to strengthen domain authority in a competitive beauty and entertainment-supply search landscape.

Results

Every measure moved in the same direction

Clicks grew faster than impressions — the gap between a 7.8x visibility increase and a 9.5x traffic increase is what shows the additional rankings landed in positions customers actually click, not just positions that get counted.

Ranking keywords

1876
+156.28%

Clicks from Google Search

127K
+847.76%

Search impressions (thousands)

19.4M
+679.12%

×3.5

Organic traffic multiplied 3.5× in eight months

The practice now attracts nearly 2,600 organic visits a month — 1,867 more than when the campaign began — from patients actively searching for chiropractic, physical therapy, and rehabilitation care across Bergen County. In local healthcare, these are the searches that turn into booked appointments and phone calls.
GOOGLE SEARCH CONSOLEBEFOREAFTERCHANGE
Clicks13.4K127K+847.76%
Impressions2.49M19.4M+679.12%
Average CTR0.5%0.7%+40%
Average position21.5156.5 positions gained
Active users (GA4)—46K+45.1%
New users (GA4)—4.9K+46.2%

Search Console — clicks & impressions

Organic traffic — 3,500 to 20,000

Ranking keywords — 1,108 to 1,876

Google Rankings High-Intent Keywords
KEYWORDSVOLUMEBEFOREAFTER
beauty supply store los angeles960NA#1
professional makeup artist supplies880NA#1
theatrical makeup store840NA#1
special fx makeup supplies790NA#1
prosthetic makeup supplies770NA#1
skin illustrator palette690NA#1
ben nye makeup650NA#1
bald cap makeup590NA#1
airbrush makeup compressor460NA#1
silicone for prosthetics370NA#1
makeup artist kit essentials260NA#1
pro makeup discount program240NA#1

Key Results

Successfully ranked #1 on Google

Rank #1

Why SEO Yodha is the Best Choice

SEO Yodha provides customized SEO strategies designed to increase organic visibility, improve keyword rankings, and connect businesses with customers actively searching for their products or services.

For Frends Beauty, our data-driven approach combined Ecommerce SEO, Technical SEO, Content Strategy, On-Page Optimization, Keyword Research, Internal Linking, Local SEO, and Authority Building to deliver measurable improvements across organic traffic, keyword visibility, Google Search performance, and high-value product rankings.

With a focus on sustainable SEO strategies and measurable results, SEO Yodha helps ecommerce and retail brands build stronger search visibility, compete effectively in their target markets, attract more qualified organic traffic, and create a foundation for long-term organic growth.
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