LSEO Case Study / Enterprise eCommerce / Technical SEO
How LSEO Helped Beleza na Web Turn Enterprise SEO Cleanup Into Millions in Organic Growth
Beleza na Web already operated at enormous scale. The challenge was making that scale work for search. LSEO combined technical SEO cleanup, paid-to-organic keyword intelligence, competitive gap research, and SERP intent analysis to unlock more visibility across a catalog of more than 100,000 pages.
Case Study at a Glance
Enterprise SEO for one of Brazil's largest beauty eCommerce businesses.
Beleza na Web and sister brand Beautybox are part of Grupo Boticário and were among Brazil's largest beauty retailers when the engagement began. The broader LSEO relationship covered both brands; this case study focuses on Beleza na Web because that is the domain represented in the supplied historical performance data.
- Client
- Beleza na Web
- Industry
- Beauty / eCommerce / Retail
- Engagement
- March 2020 – April 2021
- Scale
- 100,000+ pages
- Core Services
- Enterprise SEO, technical SEO, keyword + competitive research
- Primary Goal
- Fix technical debt and expand non-branded organic demand capture
- Original First-Party Result
- $9M in additional organic revenue during the initial measured period
- Full-Engagement Context
- SEMrush historical snapshots, March 2020 → April 2021
01 / The Challenge
At enterprise scale, small SEO problems multiply quickly.
Beleza na Web did not need a basic SEO checklist. It needed a system capable of finding and prioritizing issues across a six-figure page count while identifying where the business could capture more high-value organic demand.
The technical layer included broken pages, duplicate and missing metadata, canonical problems, sitemap issues, broken images and external links, missing H1s, and schema errors. At the same time, the company wanted deeper keyword intelligence: where competitors were winning, which paid-search terms were already converting, and where those signals could inform organic growth.
02 / What LSEO Found
Technical cleanup and demand research were two sides of the same growth problem.
Fixing crawl and indexation issues created a stronger platform, but the larger opportunity came from connecting technical health to commercial search demand.
Technical debt was suppressing scale
Broken URLs, duplicate metadata, orphaned pages, broken canonicals, missing H1s, image issues, and schema errors created unnecessary friction across a very large site.
Paid search revealed organic opportunities
Terms already converting in Google Ads provided direct evidence of commercial demand that organic search was not fully capturing.
Competitors exposed thousands of gaps
Competitive keyword research surfaced categories, variations, and beauty terms that rival sites were winning while Beleza na Web had room to improve.
SERP intent determined the page type
LSEO reviewed the actual search results to determine whether each opportunity called for a commerce page, editorial content, or a different approach.
03 / The Strategy
Fix the technical foundation, then direct authority and content toward proven demand.
LSEO worked with the client's development team to clean up technical issues while building the keyword and SERP intelligence needed for an ongoing enterprise growth roadmap.
Systematically reduce sitewide friction
LSEO crawled the site with multiple tools, documented technical errors, prioritized fixes, and collaborated with developers to improve crawlability, indexing, metadata quality, internal consistency, and structured data.
Use actual business demand as the research input
The strategy combined competitor gaps with paid-search conversion data so the organic roadmap was informed by terms already demonstrating commercial value.
Build the right page for the query
Each meaningful opportunity was evaluated against Google's live results to determine whether users and search engines were rewarding category pages, product pages, or informational content.
04 / The Early Breakthrough
Within months, search visibility and organic revenue moved sharply upward.
The original LSEO case study captured the first major performance window from spring through July 2020. Those first-party results remain some of the clearest evidence of the engagement's business impact.
05 / Full-Engagement Performance
The growth continued beyond the original three-month case-study window.
Because the original case study focused heavily on the first several months, LSEO revisited historical SEMrush snapshots from the start and end of the full March 2020–April 2021 engagement. These are third-party estimates, but they provide useful independent context for the broader trajectory.
March 2020 baseline
April 2021 end-of-engagement snapshot
06 / Search Footprint Evidence
Even the U.S. export shows more keywords reaching the positions that matter.
The supplied U.S. SEMrush exports are not the primary market evidence for this Brazilian retailer, but they provide an additional matched-keyword view of how visibility changed between the beginning and end of the engagement.
| Representative Query | Mar. 2020 | Apr. 2021 | Movement |
|---|---|---|---|
| protetor solar | #26 | #4 | +22 |
| iluminador mac | #36 | #3 | +33 |
| descolorante | #11 | #3 | +8 |
| mariana saad | #13 | #5 | +8 |
| tinta de cabelo | #15 | #9 | +6 |
The ranking table is an illustrative subset from the supplied U.S. historical exports. Beleza na Web's core market was Brazil, so these examples are supporting evidence rather than the primary campaign KPI.
07 / Why It Worked
LSEO treated technical SEO as a growth system, not a cleanup project.
Technical improvements unlocked scale
On a 100,000+ page site, fixes to canonicalization, metadata, indexing, headings, sitemaps, images, and schema can affect enormous numbers of URLs at once.
Paid data improved organic prioritization
Instead of choosing targets only by search volume, LSEO used paid-search conversion signals to identify terms with demonstrated commercial value.
SERP intent reduced wasted content
By checking what Google actually ranked, the team could recommend the right page type rather than forcing every opportunity into the same template.
Enterprise SEO compounds through systems.
At this scale, repeatable technical and content rules matter more than one-off page optimizations.
Revenue should inform keyword strategy.
Paid-search data can reveal which search terms deserve organic investment because they have already proven their commercial value.
Search intent determines the asset.
Enterprise teams move faster when they know whether a category, product, or editorial page has the best chance to win before development begins.
What This Means in the AI Search Era
This engagement predates modern AI Visibility measurement — and we do not rewrite history.
The Beleza na Web engagement ended in April 2021, before LSEO's current first-party AI Visibility platform and before today's generative search environment. LSEO therefore does not attribute any present-day AI visibility to this historical engagement.
What remains relevant is the operating principle: large brands need technically accessible content, clear entities, strong commercial coverage, and page types that match user intent. Those fundamentals support discoverability whether the interface is a traditional search result or an AI-generated answer.
Measurement & Data Integrity
First-party business results and third-party historical estimates are kept separate.
The case study combines the original LSEO case-study reporting with historical SEMrush snapshots supplied for the full engagement period.
The broader historical client window provided for this update.
The published case study reports April–July 2020 traffic/revenue comparisons and Brazil first-page keyword growth.
March 2020 and April 2021 estimates for organic traffic and total organic keyword footprint.
The supplied historical CSVs are U.S. ranking exports. They are used as secondary evidence, not a substitute for Brazil-market performance.
The $9M and revenue-growth figures are taken from the original LSEO case study's Google Analytics reporting.
SEMrush traffic, traffic value, and keyword footprint are third-party estimates and should not be read as first-party analytics.
No AI Visibility measurement existed during this 2020–2021 engagement, so no AI performance claim is made.
The original relationship also referenced Beautybox. This page focuses on Beleza na Web because that is the domain represented in the supplied historical datasets.
Case Study FAQs
Questions about the Beleza na Web engagement.
What services did LSEO provide to Beleza na Web?
How much did organic revenue grow?
How much did organic traffic grow?
Why was paid-search data part of an SEO strategy?
Why does the updated case study use SEMrush?
Does LSEO claim this 2020–2021 work generated current AI visibility?
Related LSEO Capabilities
The services behind the work.
Scale Enterprise Search Performance
Is technical complexity holding back the organic growth your site should be capturing?
LSEO helps enterprise and eCommerce brands connect technical SEO, commercial keyword intelligence, and search intent to measurable growth.