Last year, 3.3 million beauty queries were typed into Google in Europe. The French indeed use the Internet on a daily basis to find products, seek advice, inspiration and answer their questions about beauty. As a result, Search is at the heart of market trends and makes it possible to know the most frequent questions from consumers. Identifying the most commonly typed beauty keywords and searches is very useful in helping you define your SEO strategy and find good opportunities to communicate effectively.
The subject that has never ceased to interest Internet users since the web has existed is that of anti-aging care. The fear of seeing your body age is a topic that reasonably concerns most consumers. Thus, the keywords “anti-wrinkle” and “anti-aging” are beauty searches that will always be relevant for natural referencing.
A new SEO trend has emerged in recent years, that of ethical beauty and closer to the environment. Society is changing and consumers are increasingly drawn to healthier lives. The beauty and cosmetics sector is therefore no exception.
This trend obviously serves brands that position themselves close to nature and respectful of the environment. For example, Oh My Cream! recorded 80% growth in 2017 and Yves Rocher, the favorite brand of the French, is the most searched beauty company on the web.
So when UFC-What to Choose determines a list of questionable ingredients, those ingredients are then searched for over 1 million times. Proof that the French are getting information and no longer want cosmetics that are harmful to their bodies. Consumers are increasingly interested in the composition of beauty products and ban allergens and endocrine disruptors. This trend started 15 years ago in resonance with scientific and legal advances. As early as 2005, Google searches for parabens peaked following the release of an English study that linked this ingredient to breast cancer. In 2011, another increase was visible when the National Assembly banned them in France.
Another term that has been criticized is the word “silicone” which has been typed continuously in Google search since 2009 and reached record rates in 2020. The three most frequent associated queries are :
Here are the top 10 most searched for face care ingredients on Google in 2020, according to Cult Beauty:
Regarding makeup, each year, the term jumps in October. This observation suggests that the end of the year celebrations lead Internet users to find out and take advice on how to look the best for the celebrations. The makeup tutorials explode at this time.
The gloss is making a comeback, as it is popular with Hollywood celebrities. The last peak of requests is quite recent and dates from February 2020.
The smokey eye is also a favorite, as is the contouring. Women use the web to find beauty tips that make them stand out.
In 2019, Google studied the most asked beauty questions, across all categories. While makeup and perfumes do not stand out in the charts, it’s the nails, eyelashes and hair that stand out and could therefore be the subject of content to optimize your SEO.
Questions such as “how to get false nails“, “how to apply false nails“, “how to remove false nails“, “how to grow your nails” hold records. Of the top 10 most searched beauty questions on Google last year, 7 are about nails.
Eyelashes are also a major concern in beauty research. The questions around this part of the face are in the top 20 beauty questions like “how to apply false eyelashes“.
Finally, hair takes center stage with questions surrounding maintenance, care and types of hairstyles. The first beauty question typed in the Google search bar by the French is “how to grow hair“. This type of questioning is also echoed by our neighbors: in Portugal, we wonder “how to straighten the hair” and, conversely, the Norwegians want to know “how to curl the hair with an iron“, while in Croatia one wonders “how to cut your own hair“.
As beauty marketers, it is essential to know the trends of yesterday and today to better guess those of tomorrow. SEO agency expert in beauty communication, Alioze helps you stay alert on Internet users’ behavior to more precisely meet customer needs.