milk makeup

Improving non-branded traffic for Milk Makeup with SEO-optimized content 

About Milk Makeup

Milk Makeup is a clean, cruelty-free, vegan skincare and makeup brand. They start with good ingredients and turn those into effective formulas and that results in easy-to-use makeup that’s 100% vegan, cruelty-free, and paraben-free.

The company's products were initially distributed by Sephora. In addition to Sephora and the brand’s website, Milk Makeup is currently sold at Cult Beauty, Space NK, and Amazon.

However, Milk Makeup’s website has been competing with Sephora and therefore wanted to improve its SEO strategy to start ranking for non-branded keywords to gain more organic traffic.


Challenges & Findings

When Milk Makeup started its business, there were already other competitive brands in the same niche market. On top of that, Milk Makeup was competing with its own products on the Sephora website. All of the branded products were ranked first at Sephora’s website and then at Milk Makeup’s website.

Overall, Milk Makeup wanted to increase organic traffic to its website.

Email Marketing Case Study

Challenges we encountered

  • The market is highly competitive.
  • The keywords were mostly ranking for Sephora’s website instead of Milk Makeup’s website.
  • Incorporating SEO-optimized content seamlessly into the website and maintaining a balance that doesn't compromise sales performance or user experience (UX).

Without quality content optimized for SEO, Milk Makeup risked losing organic visibility and traffic to competitors ranking higher in search results.


Here is an overview of the top SEO tasks we did for Milk Makeup to improve their organic channel performance.

  • On-page SEO for product pages: headers, content, and metadata were all optimized.
  • On-page SEO for collection pages: headers and metadata were all optimized. We also added extra optimized content to the collection pages.
  • Blog optimization: optimizing blog content around the keywords related to the products.

To improve its organic search presence, we helped Milk Makeup implement an SEO content strategy focused on on-page & blog optimizations.

On-page optimizations

  • Conducted meticulous keyword research to pinpoint the most pertinent and viable keywords, then allocated these keywords to respective pages and diligently optimized both the page content and metadata with these keywords.
  • Published short and long-form, keyword-optimized content on main collection pages, targeting relevant makeup topics.
  • Refreshed metadata with detailed information and keywords.
  • Improvised an optimized Hn Structure.

Blog optimizations

  • Conducted keyword research around the product’s keywords to find relatable topics for products to write about.
  • Focused on competitor content that ranks for those keywords, to make sure Milk Makeup’s content is better and more relevant and informative.
  • Checked seasonality trends to schedule the best time for posting these blogs.
  • Went through the “People also ask” section of SERP to make sure the blogs are optimized to answer relevant questions and gain rich results.

The goal was to implement best practices to appear more relevant in search results, and ultimately drive more non-branded organic traffic.


+7.5x & 6.5x

In impressions
& clicks



Non-branded keywords



Organic traffic


Milk Makeup saw outstanding results from its focus on SEO optimizations and high-quality content.

  • 7.5x increase in impressions and 6.5x in clicks for blogs in 2023 compared to 2022.
  • 25k non-branded keywords, with an average of 2.5k keywords in positions 1 to 10, which represents a 200% increase over non-branded keywords.
  • Double the impressions & clicks for the website in 2023 compared to 2022.
  • 12% increase in number of users from organic search traffic.

The traffic lift from non-branded keywords for both product pages and blogs proved the success of Milk Makeup’s SEO optimization efforts.

With its revamped approach to SEO and content, Milk Makeup strengthened its organic presence and brand visibility. The initiatives we implemented at Webtmize resulted in significant growth in new site traffic and a strong ROI on efforts.