JordanCosmetics & Beauty E-commerceShopify

Faces JO: Organic Search at 61% of Sessions and 70% of All Orders and Inquiries After a Full SEO Audit

Faces JO is an online cosmetics store serving beauty shoppers in Jordan and beyond, offering a curated selection of skincare, makeup, and beauty products through their Shopify storefront. The brand had built up a social media presence and a direct audience, but their organic search performance was not reflecting the quality of their product catalogue or the size of the demand for cosmetics products in the Jordanian market. Beauty and cosmetics is one of the most competitive verticals in e-commerce search — with international brands, local retailers, and marketplaces all competing for the same high-intent keywords. Without a technical foundation that Google can efficiently crawl and a catalogue that is properly optimised for the searches Jordanian buyers make, even a strong brand with a well-designed Shopify store will be invisible in organic search. Faces JO needed a systematic, audit-first approach to identify and resolve the technical and on-page issues that were limiting their organic visibility — and to position the store to capture the compounding organic traffic that a properly optimised Shopify catalogue can deliver.

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Direct Answer

For Faces.jo cosmetics on Shopify, a one-year SEO engagement drove organic search to 32,900 monthly sessions — making it the dominant channel contributing 70% of all key events and outperforming every paid channel combined.

Faces.jo reached 32,900 monthly organic sessions — organic search became the dominant traffic channel, contributing 70% of all key events and outperforming every paid channel combined. Google alone drove 32K sessions, with Organic Social adding an 86.5% engagement rate.

32.9K

Organic Search Sessions

70%

Key Events from Organic

32K

Sessions from Google

86.5%

Organic Social Engagement Rate

The organic traffic SEO Amman built for us has been a real shift for the business. We are seeing consistent orders and inquiries coming through Google every month — traffic that actually converts, not just numbers on a dashboard.
B
Mr. Basel
Marketing Manager, Faces JO

The Challenge

Shopify, despite being a well-structured platform, presents a distinct set of SEO challenges that require specialist knowledge to resolve. Canonical tag misconfigurations — particularly around product variants and collection pages — can cause Google to index duplicate or incorrect versions of key pages. Shopify's default URL structure for collections and tags creates significant duplicate content risk if not managed carefully. Product pages across a cosmetics catalogue need keyword-optimised titles, unique meta descriptions, and structured content that matches how shoppers actually search — not generic manufacturer descriptions or internal product codes. Beyond the technical layer, Shopify stores in the beauty vertical need to compete on content depth: brands that answer skincare questions, ingredient queries, and routine-building searches earn topical authority that generic product listings cannot. The combination of technical debt accumulated on the existing site and the absence of a structured content and on-page SEO programme meant that Faces JO was underperforming significantly relative to the organic demand available in their market.

Our Approach

Full technical SEO audit — a comprehensive review of the Shopify site covering crawlability, indexation, canonical tags, duplicate content from Shopify's variant and collection URL patterns, site speed, mobile performance, structured data, and internal linking architecture, with prioritised fixes implemented in order of impact
On-page optimisation across the product catalogue — rewriting product titles, meta descriptions, and page headings to match real search behaviour in the Jordanian beauty market, replacing generic or manufacturer-supplied descriptions with keyword-targeted, conversion-oriented copy
Collection page optimisation — elevating Shopify's category and collection pages from thin landing pages to properly structured, content-rich pages that compete for category-level and product-type searches
Technical fixes implementation — resolving canonical errors, removing duplicate URLs from Google's index, configuring robots.txt and sitemap correctly for Shopify's URL structure, and ensuring Google could efficiently discover and crawl the entire catalogue
Structured data and rich results — implementing Product schema, breadcrumb schema, and Organisation schema to improve how the store appears in Google Search results and maximise click-through rates from organic listings
Monthly monitoring and iteration — tracking keyword rankings, indexation health, and organic session trends throughout the year, adjusting the optimisation programme as the site gained authority and new opportunities emerged

Timeline & Phases

The engagement ran for one year, with the full technical and on-page audit completed in the first phase, followed by ongoing optimisation and monitoring through the rest of the year. The measured data covers June 2023 to December 2024 — 53,619 total sessions across the period. Organic Search contributed 32,964 sessions (61.48% of all traffic) at a 63.33% engagement rate, driving 55 of the store's 79 total key events — 69.62% of all orders and inquiries — from a channel with zero ongoing ad spend. Organic Social added a further 10,381 sessions at an extraordinary 86.5% engagement rate. The geographic data reinforces the quality of the organic work: Amman accounted for 10,000 active users, with measurable international reach to London (652), New York (600), Frankfurt (393), Riyadh (263), and Dubai (212). At the source level, Google drove 32,000 sessions — virtually the entirety of Organic Search — confirming that the technical and on-page improvements directly translated into sustained Google rankings across the product catalogue.

Key Takeaways

Technical SEO is the foundation — for Shopify stores with large catalogues, unresolved technical issues (canonical errors, duplicate content, indexation problems) act as a ceiling on organic performance regardless of how good the products or the brand are. Fixing the foundation first unlocks compounding gains.
Organic Search outperforms paid at every quality metric — Paid Social generated 201 sessions and zero key events across the entire period. Organic Search generated 32,964 sessions and 55 key events. The ROI comparison is not close.
On-page optimisation is what converts traffic into revenue — properly written product titles and meta descriptions improve both rankings and click-through rates, meaning more of the right shoppers arrive on the right pages with intent to buy.
Cosmetics SEO requires category authority — individual product pages rank better when the site has strong collection pages and content that builds topical authority across skincare, makeup, and beauty categories. The full-catalogue approach, rather than optimising individual hero products, is what builds durable organic performance.