How To's

Upcycling: How to Breathe Life into Your Old Content

If Google’s continual algorithm changes throughout the years have taught us anything, it’s that marketing content should rarely be set in stone.

Given how much information people are exposed to on a daily basis through places like social media, web users these days are demanding the freshest news and data wherever possible, with those lagging behind usually being forgotten about.

It’s a situation every content marketer has encountered and struggled with before,

What is Content Upcycling?

In digital marketing, upcycling refers to the process of re-visiting older, potentially underperforming content to update it.

Think, is there a page you haven’t updated in a while? Or is there an article you haven’t looked at since writing it a few years ago? It’s possible that the information within it is outdated and no longer relevant. At which point, you’re faced with a dilemma: do you delete the pages and start again? Or do you update those pages to match search demands and reader interest?

Choosing Content to Upcycle

Unfortunately, deciding which content is worth updating isn’t straightforward. There are numerous aspects to consider. Here’s everything you should be thinking about when choosing your next upcycling project:


Perhaps the number one deciding factor around whether you should upcycle your content revolves around the time it was written. If you’re referring to old data or calling back to events that have happened in the past, your content could be seen as being lesser relevant these days in comparison to a continually updated piece of information.


As you continue to create content, over time, your skills will naturally improve. As they improve, so will your content. However, this does mean that your past articles and web pages may make you want to recoil in embarrassment.

Spelling mistakes, grammatical complications and generally poor topic choices do little to satisfy the intent of searchers, leading to low click-through rates and poor engagement metrics.

Sometimes, a piece can have a very strong topic, but its execution is what ultimately lets it down. Thankfully, such a scenario isn’t a bad position to be in, as it presents a good chance to make a substantial improvement.

Performance Statistics

Sometimes, a piece can be well written and presented, highly relevant to your audience’s interests, and hosted on a technically sound website, but still fail to perform as expected.

This is one of the more frustrating positions to be in with upcycling, as diagnosing the cause of the failure can prove tricky.

Why It’s Better to Upcycle Than Delete

At Foundation, we highly discourage the deletion of content unless it is necessary.

The reason? Deleting a webpage has all sorts of SEO complications, the highest profile of which is the introduction of 404 web pages. Linking to a 404 page is a major SEO no-go, as broken links do nothing to enrich the user experience and, if anything, they make them worse.

Backlink Retention

You’ve worked hard for the links pointing to your articles, it’d be a shame to lose the link equity you’ve accrued simply due to some slight performance degradation.

Instead of removing the page and starting again, editing what you’ve already got could be a more viable alternative. Doing so ensures that your domain continues to benefit from backlinks, while also giving more opportunities for improvement in other areas.

Keyword Rankings

It’s very possible that your articles and landing pages can rank for keywords that weren’t originally intended.

Deleting a page sets this progress back to zero, reverting any progress it would have otherwise made. This is why it’s much more favourable to simply change your existing content rather than start from scratch. The changes you make may erase any keyword progress, but it’s better to keep a known page in circulation rather than introducing something radically different.

Google Sees You

It’s not just your readers that will notice when your content changes; search engines like Google are too watching for the changes you make to your pages.

As outlined in the Helpful Content Update, Google notes that it’s better to update an existing piece of content rather than delete a page and create a new one. Just be sure to update your publication dates when doing so, as this will act as another indicator that the content has changed in some way.

Reverting Bad Performance

Your old content could be doing much more harm to your site than you think. How many times have you started reading an article or a webpage to find out that the information in it hasn’t been updated in five years? It’s frustrating, as the knowledge you’ve spent considerable time researching is suddenly completely irrelevant to your interests.

Such a scenario is enough to cause readers to bounce right back out of your website, something that search engines can track. Websites with low click-through numbers and high bounce rates are seen less favourably in results pages, causing your website’s rankings to drop.

How to Upcycle Your Content

After identifying something’s up, you’re probably wondering where to get started with upcycling:

Figure out the Problems

Based on the above, use your new-found content auditing knowledge to take a closer look at some of the older blog articles you have. While doing so, ask yourself a few questions:

How high is the bounce rate? Remember, a bounce rate of 50% is deemed very good.

How long are people staying on the page? Look at your session duration metrics.

What goals are being completed? Are people clicking from this article to another desired page like a landing page? Do they complete a checkout?

Are my references out of date? Try and get as close as you can to current times.

What’s the traffic looking like? Try comparing organic to direct visits, and see which aspect your pieces struggle with the most.

Research Around the Topic

The number one way to start bringing your older content in line with what Google is looking for is to do some research.

Run some searches around the topic at hand and see what types of pages come up first. Are they listicles? Roundups? How to guides? If so, you should consider amending your content to be more akin to these successful pages.

In short, try taking the best parts of each top-ranking page and adding them to yours.

Check Your Analytics

The number one way to determine if your content needs to be upcycled is to review its performance.

Perhaps one piece has less organic sessions than others, or maybe the session durations are a bit low. Whatever your findings, use this knowledge to guide the types of changes you make to each page.

Low Sessions

For pages with low pages per session numbers, try improving the internal linking carried out throughout the piece, or improving your regular written call-to-action to make it a visual one. Low session counts can usually be handled via some outreach on social media or journalistic promotion, or even by improving the number of keywords associated to each article.

Low Session Duration

Low session durations usually imply that your content is failing to grasp user’s attention, which can sometimes be fixed by re-organising the layout of the piece. For example, if your findings/core contribution to knowledge from your article is way down the bottom of the piece, your readers may be failing to get there, clicking off sooner than you’d like.

High Bounce Rates

High bounce rates are sometimes explained via aesthetics. Poor imagery, lacking white space and information density are the most common underlying factors leading to high bounce rates. In short; make sure your content is visually interesting, well-spaced and digestible.

Should You Delete Old Blog Posts?

We are strong believers that every piece of content has potential. As the saying goes, there’s no such thing as a bad idea.

How this potential is realised, however, can vary greatly. Sometimes, an idea can be born out of a brainstorm session that doesn’t immediately land on your website as an article, but instead steers the conversation over to another topic that does make its way there. The only way to really flesh out your content to its best capacity is to have these discussions, try out some options, and make adjustments.

Deleting a blog post should only ever be a last resort. We only recommend doing this if you’ve exhausted all other opportunities to extract useful material from it.

How Long Does it Take for Google to Remove Outdated Content?

Google is continuously aiming to make its results better for its users. Part of that aim is to eradicate as much outdated, irrelevant content as it can.

Although using publication times and dates can lead Google to make some decisions, this alone isn’t enough for it to go off. Thankfully, website owners can manually notify Google of any outdated content via Google Search Console’s Removal Tool.

Users simply submit a URL for inspection/removal, before Google takes action and prevents that page from coming up in search results for at least 180 days within 24 hours of being notified. After this period, however, the page will be re-indexed, potentially at a lower rank than it previously was.

Need Help Fixing Your Site’s Content?

Is your site outdated? Perhaps you have pages that are massively underperforming compared to others.

Whatever the situation, Foundation can help. Our team of content marketing experts have years of experience in the digital marketing sector, bringing with them all sorts of knowledge on what pages you do and don’t need to upcycle. Get in touch with us today to speak to our team and arrange a consultation.

How To's

How to Use Structured Data on Your Beauty Product Pages 

In the context of SEO, especially in the world of beauty SEO, structured data and ecommerce schema is a subject that’s rarely discussed.

Most of this is due to the difficulty associated with structured data and schema markup. To us, this is a great shame as schema presents some major opportunities, particularly in the e-commerce sector.

While schema and structured data alone doesn’t decide where search engines rank your website, it is continuously viewed as an important factor in making your website appear more favourable over others.

In this piece, we’ll explore the weird and wonderful world of structured data, explaining how it’s used in beauty digital marketing, and why it’s important.

What is Structured Data?

For websites, structured data is information that gets passed directly to search engines to describe the contents of a page.

While people can simply view the text and imagery on your web pages, search engines don’t get the same privilege. While they have gotten a lot better at understanding web pages based purely on text, visuals and code structure, they still need a helping hand from time to time.

That helping hand comes in the form of schema markup.

Does Schema Markup Help SEO?

Google has continually stated that schema markup is not a ranking factor. Despite this, schema does grant websites with even greater information about what each page is trying to accomplish, which does make Google’s job easier while indexing. Therefore, it can be inferred that schema does have a moderate SEO implication, even though it’s incredibly small-to-minute.

Structured Data in Beauty: How it’s Done

While there is a lot of schema to choose from for your beauty website, there are a few pieces in particular that are absolutely essential to your beauty website:

Beauty Product Schema

By far the most critical piece of schema for an e-commerce website is the product markup. Such snippets give Google heavily important details, like product types, names, images, prices, sale status and even review details.

Product schema can be achieved via the following code:

<script type="application/ld+json"> 
  "@context": "", 
  "@type": "Product", 
  "name": "Hydrating Moisturiser", 
  "image": "", 
  "description": "A nourishing and hydrating moisturiser for smooth and radiant skin.", 
  "brand": { 
    "@type": "Brand", 
    "name": "Example Skincare" 
  "sku": "789012", 
  "offers": { 
    "@type": "Offer", 
    "url": "", 
    "priceCurrency": "USD", 
    "price": "24.99", 
    "priceValidUntil": "2023-12-31", 
    "availability": "", 
    "itemCondition": "" 
  "aggregateRating": { 
    "@type": "AggregateRating", 
    "ratingValue": "4.8", 
    "bestRating": "5", 
    "worstRating": "1", 
    "ratingCount": "250" 

The above example includes all the usual schema we’d expect from a brand selling moisturiser. It includes aspects like product imagery, names, brand names, review numbers and even brief product descriptions.

Navigational Schema

Site search is a very common feature for e-commerce websites. Giving users the ability to enter what they’re looking for into your website is a great way to improve its navigation and encourage a stronger user experience.

After spending a lot of effort making your site easily browsable, it’d be a shame to let that hard work go unrecognised. Fortunately, you can introduce all of that lovely navigation into search results with navigational schema:

In the above example, you’ll see Superdrug has fully embraced its navigational schema, with language taking users to a few of its most in-demand pages for products, store locations and sale items.

If you’re looking to do this for yourself, you’ll need to take advantage of the ‘SiteNavigationElement’ markup. The use of which will allow you to provide links to pages, along with descriptions, URLs and suggested titles.

Breadcrumb Schema

Taking inspiration from Hansel and Gretel, breadcrumb schema is all about leaving little hints in the SERPs to assist with webpage navigation. Compared to traditional results, breadcrumb SERPs are much more user-friendly, providing a lot more context around the website and what’s on display for each page.

For example, here’s a piece of non-breadcrumb schema:

Comparing this to a breadcrumb-filled result, the differences are immediately apparent:

Not only is the URL simplified with capitalised page titles, users are provided with an immediate product rating directly in search.

Recent Changes to FAQ and HowTo Schema

As of August 2023, Google has implemented some fairly drastic changes to the way FAQ and HowTo schema is addressed.

Prior to this, websites of all sizes were allowed to utilise the markup, with it displaying answers to commonly asked questions and showcasing the various steps included in a HowTo style of page.

From now on, FAQ schema will be restricted to only the most authoritative of domains, such as governments and health departments, such as and the NHS. Google hasn’t given a definitive reasoning for this action, but reports believe it to be an attempt to cut down on misinformation for question-asking searches.

HowTo schema has been impacted in a slightly different manner; instead of being displayed on both desktop and mobile searches, it will only be on offer for those browsing via desktop. Google closes out this announcement by claiming that such changes will not pose ranking penalties. However, we expect to see some implications to click-through-rates, especially for information-dense webpages.

For beauty brands, this could pose some difficulties to users looking for questions pertaining to your products. Things like the ingredients used, delivery timescales in particular may struggle to pull through into the SERPs if written from a question-and-answer perspective.

Voice Search Optimisation

Voice search has been growing for quite some time. Although reliable statistics are hard to find, various sources point towards voice searches accounting for over 90% of online searches carried out in the US alone.

As this popularity grows, the importance of schema markup scales along with it. Schema is the only thing that voice search uses to understand your audible queries and match results together.

Take Advantage of Schema On Your Beauty Website

Are you yet to implement schema across your beauty product pages? Maybe you’re still in the dark about how it’s done. Whatever your situation, allow us to help.

Our team of beauty marketing experts are well-versed in common SEO practices, with schema markup being no exception. Get in touch with us today to speak to our technical SEO team about how they can help.

How To's

How and Why You Should Be Working With Beauty Influencers

Influencer marketing has hit the social media space by storm over the past 10 or so years. Back in 2009, the space was dominated by YouTube celebrities like Zoella and Tanya Burr, both of whom are still viewed as prominent figures in the beauty marketing industry.

Although there are benefits to working with influential figures, things haven’t always worked out the way brands would have hoped. Take the infamous Boots x Zoella advent calendar of 2017 for example – we get shudders just thinking of it.

However, when it works, it really works. Remember in 2021 when Benefit teamed up with Crocs and Manny Mua on the Benefits of Crocs challenge? That collaborative campaign resulted in 3.3m views on Benefit’s TikTok account alone.

With so much potential (and risk), it can be hard to know exactly how to manage a working relationship with an influencer, how much they charge, and how to even launch a campaign.

If you’re wondering how to do just that, we at Foundation can help.

What is an Influencer?

Influencers are people who have the power to inspire larger groups of people to act or behave in a certain way. In marketing, influencers are often celebrities with thousands, sometimes millions of followers and are used by brands to encourage those followers to buy a product or service.

However, they don’t have to be super famous. After all, if you operate in an extremely small niche, it’s a much wiser investment to pair with influencers who are most relevant to your target communities.

Influencers work with brands on a sponsorship basis, with the nature of that agreement needing to be declared to audiences. This ensures that all parties involved are aware that some form of transaction has taken place between the influencer and the brand in question.

Types of Influencer

There are five main types of influencer. They are categorised via their following/influence level:


Mega influencers typically have followings anywhere above the 1 million mark. Such influencers are regarded as C-to-A list celebrities, and include the likes of actors, sporting icons, mainstream musicians, and leading academics.


Micro influencers have follower counts of between 500k-1m, and are usually filled with YouTubers, and other internet icons.


Mid-tier influencers occupy the middle ground of influencer hierarchy, and it’s here where prices jump considerably. Mid-tier influencers have follower counts of between 50k to 500k.


Micro influencers can be anyone from local celebrities to up-and-coming talent. Follower counts in this range can extend anywhere from 10k to 50k.


Nano influencers have the smallest follower counts, and are therefore the cheapest to work with. Although your exposure is likely to be smaller, these smaller follower numbers are usually filled by strongly engaged superfans, and if you’ve done your homework can still be extremely effective.

Nano influencers can range anywhere from 1k to 10k followers.

Benefits of Influencer Markeitng

Influencer marketing comes with a few key benefits, including:

Instant Impact

Just like paid media marketing, influencer marketing efforts can result in near-instant impact on your campaign/brand visibility.

Publishing organic, sponsored posts is as simple as pressing the publish button once everyone’s ready, with there being no review periods from the platforms on which they get posted. This means that you can target an already-engaged, relevant audience very quickly.

This is particularly great for newcomers to markets, allowing them to generate traction right from the start.

Building Social Proof

Social proof is a very important factor for consumers before purchasing a product. In fact, according to Global Web Index, 48% of beauty buyers follow influencers on social media, with just under half (49%) of beauty buyers using social media to find products to purchase.

Therefore, promoting your product or service through influencers can be a very effective method of targeting these beauty buyers by increasing your brand’s social proof. To further assist with this, referencing your online reviews from a third-party perspective can help instil trust into your offerings, especially when collaborating with an influencer with engaged followings.

Time Saving

Depending on how your posts are created, working with an influencer can even result in time savings across your promotional activities.

If you give an influencer creative freedom when promoting a product (and they have a firm grasp of your brand and your voice), you’re giving yourself time back to work on other marketing priorities, like arranging a paid advertising campaign to coincide with your project, or a promotional blog post to be featured on a relevant, high-ranking domain.

All the while, your social activity is covered by someone who’s dedicated to their craft, and almost guaranteed to get you some exposure.

How to work with Influencers

Influencer Research

It goes without saying, but the very first thing you should do as a brand hoping to work with an influencer is to do your research. While it can be tempting to partner with the most famous person you can find that is somewhat tangentially linked to yourself, you may find that a more appropriate influencer can be sourced if you don’t limit your research period.

At Foundation, we use tools such as SparkToro to analyse specific beauty communities, such as:

  • Those who follow a relevant social account (for instance, a competitor or industry body)
  • Those who talk about specific topics which are relevant to our clients
  • Those who hang out in specific Reddit communities

Seeing who those people follow gives us inspiration to work with influencers who we know are super relevant.

Be sure to explore a wide array of options across all types of influencer. This might allow you to save some money on your campaigns, and even achieve more success.

Build Rapport

Building a relationship with influencers often gets overlooked. We understand why; as a brand you’re often juggling many different marketing tasks at any given moment, meaning relationship building often gets deprioritised amidst your other responsibilities. However, just like with journalists in digital PR, it’s important to keep a strong rapport with your influencer contacts.

Influencers are also humans – not just tools that can be picked up and dropped as needed. Treating influencers in a purely transactional manner is a sure-fire way to earn yourself a spot on their blacklist, with others soon to follow.

As a beauty marketing agency, we have strong relationships with influencer agencies, and influencers themselves. It’s what allows us to continually develop engaging social media campaigns on a regular basis.

Know Your Pricing

So, you’re convinced that influencers are effective, and now you’re wondering “How much do influencers charge?” It’s a good question, but unfortunately, the answer isn’t very straightforward.

Usually, an influencer’s bill will hinge on a few factors: their follower count (potential exposure), post engagement (actual exposure), time spent on creatives, agency fees, rush fees, plus any extras that may get added on to the final cost sheet.

Therefore, providing a blanket list of pricings is tricky.

For this, we’ll reference Influencer Marketing hub’s latest report on influencer costs to give some rough estimates. For argument’s sake, we’ll look solely at Facebook:

  • Mega influencers: £20,000+ per post
  • Macro influencers: £10,000-£20,000 per post
  • Mid-tier influencers: £1,000-£10,000 per post
  • Micro influencers: £200-£1,000 per post
  • Nano influencers: £20-£200 per post

As you can see, the costs scale quite quickly. However, don’t expect this to 100% line up with what you’ll end up paying – as our Senior Social Media Specialist, Lauren Dutson says:

“Influencer pricing does massively depend on what the influencer themselves or their agency has set aside. We’ve had quotes from micro influencers at around £175, to lower level mid-tier influencers around the £1.5k mark. As you can see, it doesn’t always precisely add up to what industry standards might be.

How much you pay also depends on how good you are at striking a deal!”

Lauren Dutson, Senior Social Media Specialist at Foundation

Leverage Their Knowledge

While you may go into an influencer agreement with specific goals, sometimes, it’s worth listening to the person you’re collaborating with. Ideally, you would work with people that operate in a similar or the same industry in which you are, meaning that there’s going to be some mis-matched insights and beliefs on how to handle a post or campaign.

Remember, influencers get contacted by brands every single day, with each one offering varying amounts of money in return for their services. This means that influencers will have loads of experience in doing what they do, and will be able to tell you how things are best done. Even if the outcome isn’t exactly what you had in mind, it’s worth listening to any feedback your influencer gives you, including their rationale for phrasing their posts in a certain way.

Need Help with Influencers? Speak with the Experts

Managing your brand’s influencer relationships is a full-time job. Not only do you need to collaborate at the right time, you need to ensure everyone is on the same page.

At Foundation, we’ve got great relationships with a variety of different kinds of influencers across the entire beauty industry. If you need help recruiting an influencer for your upcoming campaign, reach out to us to see how we can help.

How To's

SEO for e-commerce product pages- The do’s and don’ts

A high-converting product page in the beauty and skincare industry is worth its weight in gold, and knowing how you can improve your product pages for SEO is vital to the success of your brand.

Product page optimisation not only helps increase traffic but helps convert browsers into buyers having a direct impact on sales. 

Of course, in such a competitive market the ultimate goal is to rank in position one on Google, and while driving traffic to the homepage is important, it’s arguably more business-critical to have users land on category and product pages. Therefore, SEO for product pages isn’t something that should be overlooked in a marketing strategy.

This is our guide to SEO for product pages…

Start with keyword research

Any great SEO strategy starts with some extensive keyword research. This will highlight the terms that users are searching. Keyword research gives brands insight into the volumes behind phrases and relevant terms, helping to identify the keywords they should then be using on-page.

Keyword research can also be really useful to rename or brand products. Often it’s appealing to label products using branded terminology, but this can limit organic traffic due to having very little search volume. Therefore, using consumer-generated language, often synonyms of internal jargon, prevents confusion and attracts a wider audience.

Make sure to include keywords in the page’s title tags and product descriptions.


  • Use brand names or branded language that doesn’t make sense to users! Use the consumer-led language the keyword research has discovered.
  • Don’t fixate on volume, relevancy is what’s key.

Optimise your URLs

The keyword research you’ve done will help influence the content of your product pages, including their URLs. URLs are one of the first elements of your product page that consumers see when they’re searching through results pages. So, if your URL looks confusing or doesn’t feature your product name, users are less likely to click through. Make sure you use the same keywords from your metadata in the URL too so they are all targeting the same phrase or words.

Some great examples of well-optimised URLs are: 


When optimising your URLs, don’t:

  • Just use brand names. Remember to give the name of the product.
  • Fill URLs with SKU numbers or random code that doesn’t mean anything to users. Long or unattractive URLs are off-putting and they don’t index in Google as well because crawlers don’t understand the URL enough to index it correctly.

Meta titles and descriptions

Put your keyword research to good use and use the phrases people are searching for to form your metadata. Metadata is a useful bit of information for both users and search engines and can be the difference between users clicking on your product or scrolling right past.

Your metadata should always include:

  • Product name
  • The relevant keyword/phrase people are searching for
  • An engaging call to action to encourage that click-through
  • An incentive, if relevant (free delivery, sale etc)

The meta title is the first title users see in search results and should always include the product name first. As they’re restricted to 65 characters, you have to include the most important elements first.

A great example of well-optimised metadata for a product page can be seen on John Lewis’ website, for the search term ‘lipstick’

There is an ongoing argument in the SEO industry about the importance of meta descriptions but they’re still visible in search results and should therefore be optimised too (even if they’re not a direct ranking factor).

Use the description to mention the product name, the keyword phrase and anything else you want consumers to action like ‘read more’, ‘find out more about’ or even an incentive offer. Meta descriptions are also restricted to 155 characters, so make sure to include the most valuable information first.


  • Put your brand name first in either meta title or description, apart from on the home page. 
  • Duplicate any of the product titles or descriptions. They should always be unique. 

Duplicating metadata causes issues in search results and has a negative impact on your SEO efforts, so at minimum, every product should have its own title and description.

Use structured data

Marked-up or structured data helps Google crawlers spot and understand what a page’s content is about. Google then serves this information in its search results as rich snippets. Rich snippets are organic results that display content in a particular way in Google.

Using schema can apply the right HTML language to your content that structures or marks up elements for Google to then crawl and understand. All product pages should have product schema which will help with:

  • CTR and ultimately sales
  • Driving higher clicks, impressions and hopefully conversions

A great example of using schema in beauty is from Byrdie.

And another from the search ‘oil cleanser vs foaming cleanser’ shows schema being used on video content.

The schema has bookmarked various points of the video, giving a user the option to find and watch the section they’re most interested in.

If you’re unsure of all the schema markups available, you can find a comprehensive list here.


  • Use structured data solely as a tool for ranking– it doesn’t guarantee a top spot in search, it just organises the information for Google to understand.
  • Use the wrong kind of markup (eg. news instead of video).

Quality on-page content

Another great feature for a well-optimised, high-performing product page is quality on-page copy. Brands often publish product pages that centre around the “Buy Now” button,  overlooking the importance of having great copy alongside it.

Use your keyword research to create FAQs that help answer things people are actively searching for. FAQs often pull through from product pages in search results under ‘people also ask’ so make sure to optimise your on-page content with valuable content like longtail queries. 

If possible, include star-reviews from previous customers to help increase the chances of someone converting too. Product pages are a great place for consumer-generated content to showcase your products so including content like reviews and even Instagram posts can help at the decision-making stage of the buying journey.

Use high-quality product images and video content too to help showcase your products in the best light. A great example of a quality landing page is Beauty Pie’s page for retinol serum as they use a star rating and a very descriptive piece on how to use the product before scrolling down to the ingredients.


  • Use poor-quality imagery
  • Leave product descriptions blank
  • Be too brief or leave out consumer reviews
  • Have broken internal links or poor navigation between product pages

A great call to action

One of the key parts of optimising product pages is a great call to action (CTA )- one of the final steps to convert a potential customer into a paying customer or to encourage them to delve deeper into the site. Calls to action should be catchy, enticing and obvious to get potential customers over the line. This can be anything from optimised copy encouraging a user to buy now before products run out, to a visual which advertises a gift set or add-on products.

CTAs can be positioned anywhere on the page, as long as they’re clear and obvious. A lot of brands A/B test CTAs, changing small elements such as the language used or position on the page. Why not experiment with your call-to-actions to find the right mix for your audiences.


  • Have multiple click-through actions from your CTAs- make it an easy journey
  • Place just one CTA right at the bottom of the page or away from the product
  • Use complex language

A great call-to-action example is Look Fantastic’s homepage CTA which directs you straight to the shop with a discount code (double incentives!)

Using entities to optimise product pages

To further refine your product pages, you may wish to take some advice from the practice of entity SEO. When analysing a webpage, one of Google’s core tasks is to determine the content of a webpage.

With webpages sometimes having high character counts, conflicting information and various other avenues to travel down, determining such a thing can be complex.

Thankfully, Google has become very adept to this practice, moving away from a keywords-only approach to rankings and instead preferring to opt for the underlying content of a page to determine its relevance to a given search. This transition has prompted the invention of entity SEO; a practice that serves to assign each webpage a core subject or topic, optimising it for relevancy to that subject.

Start by choosing the core topic of your webpage, before identifying the core keyword associated with that page. For example, your lipstick category page would have a core keyword of “lipstick”. Then, plug your current landing page copy into Google’s Natural Language API tool.

In the example above, you can see that Google has determined that “lipsticks” is the 10th most relevant entity for the copy on our hypothetical lipstick category page. Ideally, this core entity would be higher up in the order, preferably at position one.

After some editing, not only are we able to improve the sheer number of relevant entities within the copy, we’re also able to directly target a few more highly relevant entities, such as the “lipstick” phrase, which Google has even identified as a Consumer Good.

Although it may feel tedious, optimising your product pages for entities can allow them to rank for a more diverse range of queries, even those relating to the type of product on offer, instead of the product name alone.

Granted, in the beauty industry, high profile retailers like Boots and Superdrug tend to dominate the space when it comes to entities, but don’t let this deter you from making your pages even easier for Google to understand.

Need help optimising your product pages?

Optimising product pages is a key part of any good digital strategy and creates longevity for brands as an online presence continues to be an essential part of any marketing strategy. 

Ensuring you optimise all product pages as part of your ongoing strategy means they’re far more likely to gain presence in search, achieve increased CTRs, drive more traffic to your website and ultimately help to convert more consumers.

In a busy e-commerce marketplace, beauty and skincare brands can’t afford to skip optimising their product pages because it means overlooking a major part of their digital potential. If you’re unsure of where to start with reviewing your existing content or want to learn more about how our digital services can help your product pages perform, get in touch with our content marketing team today.

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26 Tried and Tested Content Ideas for Beauty and Skincare Brands

It’s no secret that creating beauty content is a competitive industry. From TikTok to Twitter to your own site’s blog, there are so many available platforms for the ongoing conversation of beauty, and with the rapid pace of beauty evolution, it’s arguably more difficult than ever to think of something new to say.

Remember, though, that there wouldn’t be so much involvement without an audience big enough to take it all in. The conversation is still ongoing because there’s communication from both sides; it’s a cycle of the audience asking questions and bloggers providing answers.

There are three key steps to formulating beauty content ideas:

  1. Understanding your audiences: who you’re writing for, and what they find valuable
  2. Deciding your format: experimenting with content types to flesh ideas out
  3. Nailing the specifics : getting into the details about products and skincare regimes in a way that your audience are interested in.

Here, we’ll look into content ideas for skincare brands, including how to create your own.

Step 1: Choosing Your Topic

The most important part of choosing your blog topic is listening to your audience. What are they asking for? That’s the content that you should be producing.

Not all of your content has to be specifically beauty-related, as long as it’s information that a beauty audience would seek out. For example, while ‘Top 10 Summer Foundation Hacks’ would make a great blog, you should also consider how to prepare the skin beforehand, including how to repair it from any previous damage. Beauty and skincare, as always, go hand in hand.

Below, we’ve outlined three ways to approach your beauty content ideas.

Results-Targeted Advice

You might want to start from the end goal and work backwards with your beauty content ideas by first considering what you want your audience to take away from your blog.

This could be anything from advice on reducing pores, anti-ageing techniques, treating acne, hair loss, sun damage, and much more. But most importantly, this should be a problem that your beauty product could help with, while still providing value. It doesn’t have to talk about your product specifically, but if you’re talking about relevant problems with your target market then you’re on the right track.

So for instance, an acne-related skincare brand could create something like:

  • Article idea #1: The Best Beauty Regimes (and Products) to Treat Acne
  • Article idea #2: Celebrity Acne Survival: How 9 Different Celebs Treated Their Acne

Category of Care

Rather than focusing on the end goal first, you might decide to start at a broader topic and narrow it down to suit your brand’s niche. To start you off, here are some of our favourite category ideas:

  • Aesthetic care: so much of beauty and skincare is about aesthetics, so consider creating the kinds of content which addresses how audiences can get, or maintain, specific looks. Under this topic, a skincare brand could focus on skin types and the different products available for treating each.
    • Article idea #3: The Best Skincare Routine for Your Skin Type
    • Article idea #4: Which Foundation Coverage is Best for Keeping Your Skin looking Great

  • Community care: think about what’s best for communities and the planet. Consider shining a light on the best cruelty-free and vegan products, independent businesses, and relevant charities.
    • Article idea #5: Which Drugstore Brands are Cruelty Free?
    • Article idea #6: Up-and-Coming Small Beauty Businesses to Watch Out For

  • Nutrition Care: the concept of using beauty products to give our bodies essential nutrients is an increasingly popular one. Consider creating content that explains how your brand or related products works practically and giving the science behind the beauty.
    • Article idea #7: How to Use Vitamin C Serum, Hyaluronic Acid and Retinol in Your Skincare Regime
    • Article idea #8: Cracked Skin: Why You Get It, and Which Products Help It

  • Self-Care: de-stressing and creating a comfortable home environment to relax in go hand in hand with beauty and skincare, so it’s well worth addressing these topics in your beauty blog, too. Giving your hair, skin and nails attention is only worthwhile if you’re treating the inner self, too!
    • Article idea #9: The Best Morning Routine to Kick-Start Your Day
    • Article idea #10: How Your Interior Design Style Can Affect Your Mood

Feature-specific Advice

While the results-targeted advice is more about problems that you can address, you can also aim to inspire your audience, or show them beauty tips they’d not previously considered.

TikTok is particularly valuable for this, as its algorithm prioritises content which keeps audiences looking for longer, and if you’re helping them learn something they didn’t know before, you’re doing just that.

In terms of getting your blogs to rank on search engine results pages (SERPs), these niche topics are where you’re likely to get the best results. Targeting longtail keywords like, for example, ‘how to make my eyebrows thicker’, is going to pull your blog up much sooner than if you’re only including terms such as ‘beauty tips’ which won’t be specific enough to gain traction.

Step 2: Your Content Format

Now that you have a vague idea of what you want to write about, you need to decide how you’re going to write it. The topic you’ve chosen will dictate this to some degree, but it’s good to consider the different formats to find which one will do your idea the most justice.

Best Product Blogs

You could choose to build your blog around the products that will best achieve a result or look, for example, ‘The 10 Best Products for Dry Skin’. You could even specialise further by suggesting the best versions of a product, for example, replacing ‘products’ in the title with ‘cleansers’, or ‘moisturisers’.

Your makeup and skincare content ideas are more likely to be unique the more niche you make them – for instance, creating content around products launched in the last year, or in a specific region. It’s always worth refining your titles and topic to that extra degree that will set your blog apart from the rest.

You could consider something like the following:

  • Article idea 11: The Best Moisturisers of 2023
  • Article idea 12: The Best Value-for-Money Brands in the UK

Influencer-related Content

Within your industry, there will be specific influencers – both with a large and modest following – who are trusted by your audience and who are very relevant to your products.

Get to grips with who these people are, and create content that shines a light on them and discusses the hot topics they’re talking about day to day.

Not only will this help your audience find interesting, influential people that will be relevant to them, but you’ll also be building relationships with the influencers themselves, making it more likely they’ll use your products in the future.

  • Article idea #13: 13 TikTok Skincare Influencers Who We Love Right Now
  • Article idea #14: What is [Trend]? Why Are so Many Influencers Talking About It?

Routine-Based Blogs

Rather than focusing on the specific products, you might want to write a blog about the possible skincare or beauty routines to achieve a desired result. This could be anything from a daily makeup routine to a pair of morning and evening skincare routines for different types of skin.

  • Article idea #15: The Must-Try Skincare Routine for a Dewy Finish
  • Article idea #16: How Should Your Morning and Evening Skincare Routines Differ?

‘How to’ Guides

The ‘how to’ style is well suited to blogs that focus on technique and application rather than the products themselves; they’re about how to use them, and how to achieve what the audience is after. ‘How to Achieve Glowing Summer Skin’, for example, might recommend using a BB cream instead of a foundation, but it would also tell you how to apply it in the way that gives the lightest coverage.

In these blogs, you’re more likely to be aiming for a desired result and showing your audience how to get there, rather than recommending a particular product.

  • Article idea #17: How to Get Rid of Undereye Bags
  • Article idea #18: How to Treat Split Ends at Home

Step 3: Your Specifics in the Content

Now that you’ve chosen your topic and how you’re going to write about it, it’s time to nail down the specifics. So, for instance, you’ve chosen makeup – great! Now how are you going to write about it in a way that’s unique to your blog, your brand, and your message?

Makeup and beauty are built upon such quickly evolving trends that even some of the content you feel has been done a thousand times needs touching up every year or so to keep it on fashion. We’ve outlined some of our favourite evergreen beauty content ideas below.

Makeup Preparation

As mentioned above, it’s good write about the surrounding topics of beauty as well as makeup looks themselves. Advising your readers on the best way to prepare their nails and skin, for example, fits perfectly into this category.

Thanks to the likes of TikTok and Instagram, new products are stealing the limelight all the time. For example, 2022 has seen a particular rise in popularity for retinol, so many beauty bloggers are currently advising this as part of their skincare routines.

  • Article idea #19: How to Prepare Your Nails for Gel Polish
  • Article idea #20: When Should You Exfoliate for the Best Makeup Finish?

Seasonal Looks

Halloween, Christmas, weddings, birthdays, and more – there are plenty of events that people will want makeup guides for. While it may feel like this has already been done a thousand times, beauty trends evolve at such a rapid pace that there’s always space for more, and with so many different events that will need covering each time, seasonal recommendations are a no-brainer when it comes to beauty content ideas.

Seasonal content also works well as a roundup ‘hook’ too, after the event. You can create content showing the best Halloween looks, to act as inspiration for next year.

  • Article idea #21: Birthday Makeup Ideas that will Turn Heads
  • Article idea #22: Easy Halloween Makeup You Can Wear to Work

Seasonality doesn’t have to hinge on what’s going on in our social lives too. Our bodies change across the seasons depending on a number of factors (such as weather, exposure to natural light and temperatures) so try creating content which deals with that:

  • Article idea #23: Why Your Skin is More Oily in the Winter, and What You Can Do About it
  • Article idea #24: Summer Skincare Routines for Oily Skin

Looks by Budget

You’ll want to focus on the entire range of audiences when it comes to your beauty blog, and that includes considering several different price ranges. You could create several blogs’ worth of content by creating bridal makeup guides on a low, standard, or high-end budget.

Much like the above in this section, thanks to the speed at which beauty trends change, these guides will never not be necessary.

  • Article idea #25: Bridal Makeup Ideas on a Budget
  • Article idea #26: High-End Halloween Products that will Help You Stand Out this Spooky Season

Getting Started with Your Beauty Blog

To make your blog stand out from the crowd, you should consider additional creative elements like videos, infographics, and partnering Q&As on your social channels.

But before you start populating your blog with content, you need to know how the best practice for starting your blog. Have a look at our sister post, an Introduction to Blogging for Beauty Brands, to see what you need to consider, and get in touch with our beauty and skincare content experts at Foundation for specialist advice.

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Blog Content for Beauty Brands: How to Get It Right, Every Time

Blogging, like most aspects of digital marketing, is a long-term game. It takes time and patience to make a content strategy work, with plenty of tweaking and analysis in between. But the results are well worth it.

If you don’t know where to start, blogging might seem like a daunting prospect, but it doesn’t have to be! In this article, we’ve outlined our best tips on how to start blog writing for your beauty brand.

Why is Blogging Important for Beauty Brands?

When your beauty brand creates quality content as part of a digital marketing strategy, you can expect a raft of business benefits.

Here are some of the reasons why blogging is well worth it for beauty brands:

  • Driving traffic from longtail keywords: the more blog content you create, the more keywords you are able to target. Specifically, blog articles benefit the most from targeting hyper-relevant, longtail keywords from anywhere in the 3-5+ word range.
  • Establishing your team as a trusted voice: blog content is all about distilling your brand as the go-to leader for answers and insights. By creating articles about common questions and customer concerns, your brand can pick up traction as an authoritative entity.
  • Creating more pages which can be linked to: quality, original content not only helps customers with their problems, it can also drive links from other domains. This will help Google to trust your site more and increase SEO visibility.
  • Informing social strategies: the content that you create for a blog can also be co-opted into social content, giving you a steady stream of engaging talking points to drive visibility across various social channels.
  • Funnelling users to conversion: most blog content is written to solve problems rather than sell products, but if you’re creating content that’s making peoples’ lives better, they’ll be more likely to buy from you in the future. In addition, linking prominently to conversion-focused pages from informational content is a great way of increasing revenue.

Beauty Blogging Best Practice

Plan Your Content in Advance

Perhaps our top piece of advice on how to start blog writing is to plan several months’ worth of content at a time. Not only will this help you stay organised and ensure you’re not scrambling for ideas on the spot, it also means you’ll be able to upload content at regular intervals.

  • When you’re planning content, think:
  • What do my ideal customers struggle with?
  • What common questions are they searching online?
  • What topics are they likely to find interesting?
  • What knowledge and expertise do we have that can improve their skincare routines, or how they research beauty products, or how they apply products?

We recommend aiming to post about once a week for the best chance of attracting blog traffic, but even a regular fortnightly post can be enough. Crucially, what you don’t want to do is bulk-post content and then leave a long lull before your next upload. This could lead to regular readers thinking you’ve stopped posting, leaving your organic traffic to drop.

Use Social Media to Research and Share

Your social media channels are a fantastic way to spread the word about your new blog and share your latest content, but for that to have an effect, you first need to establish an audience on these channels. The best way to get people engaging with your social channels is for you to reach out to them by participating in the community: follow trends and beauty hashtags, and get involved in contests and webinars.

Establish Your Tone of Voice

You should also work on creating a tone of voice that your audience will want to buy into. There are several ways to do this, whether you go for a sisterly persona or choose to adopt a more tongue-in-cheek, rebellious personality.

Understand where you want to sit on the tone of voice axis (pictured below). Every brand sits somewhere between simplistic or detailed, and formal or casual. Do you want to be a brand that talks formally about your products and their impact, or do you want to engage users with casual, personable language?

Likewise, do you want to speak in a simple way so to encourage a sense of universality around your brand, or does a more detailed, technical tone better convey your brand’s values? There’s no right or wrong, only what suits your brand.

It’s important to establish a relationship with your followers so that they engage with your content, and you can only establish that relationship if you understand who you’re writing to.

Write With SEO in Mind

Knowing how to write SEO content isn’t as intimidating as it might first seem; all it really means is making sure that Google understands the pages, so your content will show up in search engines. That means understanding what your audience is actually searching for, and using those terms in the title and throughout the content.

The beauty industry is huge, so being niche in what you’re presenting is the best way to guarantee views for your content. Research what other content is out there to ensure you’re writing about topics your audience is interested in, but equally, if these topics have already been covered by the likes of Vogue, GQ, and the likes, it might be worth avoiding. Realistically, these big domains are always going to be the top ranking for generic, first-thought search terms like ‘best makeup products’, ‘best makeup brands’ or ‘beauty tips’.

There are tools and browser extensions available to help you seek out relevant keywords and assess what topics are currently relevant to your audience. SEMrush, for example, is an all-in-one SEO tool that can pull data that shows you what terms your competitors are ranking for, and what you need to include to measure up. Alternatively, Keywords Everywhere is a browser extension that allows you to see the number of times your keyword or phrase is searched on a monthly basis.

While social is important, this organic traffic is likely where you’ll get the most clicks, as search engines are where your readers will be actively searching for the answers your blog provides.

Nail Your Internal Linking

As your blog grows and you collect more niche topics of content, you can begin to add articles that cross over and expand on information in your previous posts, and find that you’re able to overlap. It’s like writing a blog on the Venn diagram centre of two previous posts. When you get to this point, you’ll find you’re able to reference some of your own posts in another, and link to it as a source. This will also give you better opportunities to target a wide scope of keywords across your blog content.

What’s more, linking to product and category pages that are relevant to your blog can funnel your audience to conversion pages. If they have to go searching for products off the back of your blog, they could end up buying from somewhere else. However, if you make it so that the product is just one click away, the buyer journey becomes much shorter and your sales could increase. This is also a chance to help Google further understand your web pages, as it uses internal links to gauge what linked pages are about.

Consider Google’s Helpful Content Update

It’s important to write your content in a way that is tailored well to SEO. However, Google released a ‘helpful content’ update in August 2022. This prioritises showing content written with people in mind, rather than AI-written content, or pages purely for search engines.

With this update in mind, your blog should follow SEO best practice while making it personable for both your brand and the intended audience. Among other criteria, this includes:

  • Focusing on relevant, original information
  • Making sure your headings and meta descriptions accurately summarise the content
  • Ensuring your blog has its own value against other blogs on the same topic
  • Creating your content for a specifically intended audience
  • Knowing that your content will provide useful information for the reader, rather than the search engine

Create content for your specific audience, rather than generic information with nobody in mind. If you’re mindlessly creating the latter, you can’t expect to outperform competitors, or get the results you need.

Planning and Creating Content That’s Right for You

As long as people continue to use search engines to answer their queries, blogging will still be relevant. At Foundation, we offer content marketing services specifically for beauty brands, so we can help you plan and create the content that will be most beneficial to your site.

Get in touch with us to find out more.

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