The first stage of the strategy was to gain a holistic view of how the existing product performed across APAC markets. This involved research across eight regions to identify performance drivers.
We established close partnerships with Clarins’ in-house teams across multiple regions, who had:
- A greater understanding of market performance in the APAC region
- Language proficiency that assisted us in keyword research across different markets
- The resource available to optimise, add, redirect or remove URLs for product, campaign and landing pages at scale, which would be project managed by Impression’s SEO team
This early collaboration enabled efficient research and set the foundation for optimising pages later in a complex, multi-site project.
Through this work, we identified branded terms to protect across multiple languages, alongside non-brand keyword opportunities based on competitor analysis across six markets.
Ahead of launching the new product generation, we mapped all existing product URLs, as the updated versions would be hosted on new URLs. Redirects, content optimisation, and internal link updates were all planned in advance to ensure a smooth transition.
Our content strategy spanned the full user journey, with optimisations across product and campaign pages to support both new and returning customers at all stages of engagement.
Originally drafted in English, the content was supported by localisation guidelines for Clarins’ regional teams. These emphasised keyword intent over direct translation, ensuring content reflected how people naturally searched in each market.
We also created a technical and content checklist to keep updates consistent. One month post-launch, performance reports were delivered across APAC markets to explain and measure the impact of the SEO activity.
