Bioderma × Bespoke Marketing

Building topic authority in a YMYL category: enterprise SEO that compounds

NDA note: All quantitative results are adjusted; the frameworks and processes reflect the actual engagement.

Executive summary

Dermocosmetics is a YMYL domain where authority and safety are as important as traffic. Bioderma asked us to deliver sustained organic growth while preserving medical credibility. We built a system—technical foundations, intent-based content, clinical governance, and measurement—that increased sessions materially and expanded Top-3/Top-5 rankings on commercial intents, with observable impact on e-commerce and where-to-buy flows.

The challenge

  • Trust is the moat. Content must meet E-E-A-T standards and pass medical/legal review.

  • SERP complexity. PAA, video, and retail listings compete for attention.

  • Seasonality. Sun Care spikes; Serum and Hygiene are steady, requiring a plan that shifts emphasis through the year.

Our approach

  1. Technical SEO

    • CWV: LCP < 2.5s, INP < 200 ms; image pipeline and critical CSS.

    • Siloed information architecture: Category → Concern → Product with disciplined canonicals.

    • Split sitemaps and governed crawl budget; schema across Product, Review, Article, FAQ, HowTo, Video, Breadcrumb, Organization.

  2. Content engine (intent × concern)

    • Serum: concerns (acne, PIH, sensitivity), actives (Niacinamide, Vitamin C, AHA/BHA), tolerance-based routines.

    • Hygiene Care: barrier-friendly cleansing, microbiome, body/hair hygiene.

    • Sun Care: UVA/UVB/PA literacy, re-application, beach/sport/kids scenarios.

    • One query → one URL (no cannibalization), scheduled refresh, structured FAQs, snippet/PAA capture.

  3. Authority & Digital PR

    • Articles authored by dermatologists/pharmacists; citations to peer-reviewed sources.

    • Recovery of unlinked mentions and creation of linkable assets (e.g., seasonal UV behavior guides).

  4. Experience & conversion

    • Where-to-buy hub with proper tracking.

    • PDP long-form with comparison tables and routine bundles (Serum + Hygiene + Sun).

    • UGC governance and review cadence.

  5. Measurement & cadence

    • GA4/GSC/Looker dashboards tracking traffic, rankings by cluster, assisted revenue, and store-locator actions.

    • Two-week sprints, monthly KPI reviews, quarterly strategy revisions.

Illustrative trajectory (NDA-adjusted)

Over the program, organic sessions rose from roughly 380k to ~790k; Top-5 keywords grew from single digits to triple digits, and Top-3 followed a similar pattern. Assisted conversions through PDP and where-to-buy increased materially.

What leaders should note

  • EEAT is not optional in YMYL; it is the acquisition strategy.

  • Intent clarity beats volume. A smaller set of defensible, commercial intents often outperforms sprawling content calendars.

  • Structure compounds. When architecture, schema, and refresh cadence are disciplined, rankings—and revenue—stabilize and grow.

About Bespoke Marketing

Bespoke Marketing partners with category leaders to build performance systems—technical SEM, retail media, and enterprise SEO—grounded in data governance and operating discipline. We integrate GA4/BigQuery/Looker, modern feed management, and margin-aware bidding to create growth that is measurable, defensible, and repeatable.

Let’s talk. Share a brief or book a 1:1 consultation. We respond within one business day.