ELOREA’s Meteoric Rise in the Digital Perfume Market

In the rapidly evolving SEO landscape, standing out requires a blend of innovation, strategy, and impeccable execution. ELOREA, a Korean perfume brand, has exemplified this by skyrocketing to the top of search results and capturing the hearts of US consumers. This blog post delves into ELOREA’s remarkable journey and provides actionable insights on how you can replicate their success using Similarweb’s digital marketing suite.

Riding the K-wave: Market timing and positioning

ELOREA’s journey began in mid-2023 with a rising trend in the beauty and personal care market. By capitalizing on the burgeoning demand for Korean beauty products in the US, ELOREA positioned itself uniquely within a rapidly expanding niche. Driven by a strong presence on TikTok and other social platforms, ELOREA capitalized on this trend by entering the market early. This strategic timing, combined with effective positioning, resulted in a 2,811% increase in organic traffic.

Branded keywords lead the way

A critical factor in ELOREA’s success was its focus on branded keywords. An astounding 84% of their searches were for branded terms, indicating high demand and strong purchase intent. This strong brand presence was a significant driver of the company’s success in growing organic traffic.

What’s interesting about the brand is its homepage ranking on broad terms, some of which are transactional, including:

• Korean fragrance
• Korean perfume
• Korean perfume brands

We’d assume the search intent for terms like Korean perfume would result in listicles that include popular perfumes or perhaps transactional pages. A brand’s homepage, on the other hand, is unexpected.

The question is, how did ELOREA rank its homepage on these broad terms?

Sniffing out success

What’s perplexing is that ELOREA’s site doesn’t have the strong SEO signals you would expect to explain such high rankings. Looking at the homepage, the only mention of Korea is:

• In the title tag
• In three words of body text (which is below the fold)

Additionally, the ‘Our Story’ page, which establishes the brand as a Korean perfume company, surprisingly has no text. Instead, all of the page’s text is embedded within an image, which is suboptimal for SEO purposes.

Yet, these minimal SEO elements somehow managed to secure top rankings for broad search terms.

The mystery of missing keywords

Another puzzling aspect of ELOREA’s SEO success concerns its backlink profile. While anchor text is typically a critical factor in SEO, especially when it includes relevant keywords, ELOREA’s backlinks notably lack mentions of the word “Korea.”

With minimal SEO elements present, how does the brand rank for Korean perfume terms?

Looking at the product descriptions

Although ELOREA’s product pages do not include the word Korea in their title tags, they do feature subtle mentions of Korean ingredients as well as brief product descriptions in Korean. These small mentions contribute to the overall perception of ELOREA as a Korean perfume brand.

Entity connections: The key to high rankings

Perhaps the answer to ELOREA’s SEO success can be found in Google’s Knowledge Graph. Across the web, ELOREA is contextually connected to Korea. The brand’s social media accounts, which have substantial followers and rank on its brand SERP, clearly present ELOREA as a Korean perfumery.

Furthermore, numerous tier-1 publications and blogs describe the brand as a Korean fragrance line, including:

• The New York Times
• Allure
• Various beauty-focused blogs

There are also blog posts on the SERP ranking for Korean perfume keywords that link to the ELOREA homepage and list ELOREA as a Korean perfume brand.

Contextual connections: Leveraging entity SEO

Although ELOREA has minimal on-page SEO and no keyword-focused anchor text, all of these brand mentions help Google understand what the site is about. Especially the pages that mention Korean perfume brands.

As a result, Google has gradually ‘learned’ what the brand is about and has incorporated ELOREA into its Knowledge Graph, establishing a strong association between the brand and entities like perfume and Korea.

Competitors missing the mark

Interestingly, ELOREA’s competitors – including RboW and Tamburins – rarely mention “Korea” in their content, giving ELOREA a unique competitive edge as a ‘Korean beauty brand.’ This strategic differentiation helps ELOREA stand out as perhaps the only perfume brand with a strong tie to Korea.

The result: ELOREA ranks in search results for highly competitive terms related to Korean perfume.

Scent-sational tips to boost your brand entity online

To enhance your brand’s online presence, educate Google about your brand entity by acquiring mentions across relevant websites. Focus on getting your brand mentioned in content that is contextually related to your niche. Consistently achieving mentions on high-traffic, authoritative sites will help associate your brand with your chosen topic and increase Google’s confidence in your site’s relevance.

Acquiring brand mentions is closely related to acquiring links, as link-building efforts inevitably result in brand mentions as well. Here are some tips to get started with acquiring brand mentions:

• 🔎 Analyze competitors’ backlinks in your niche: Using link analysis tools, identify websites that frequently link to multiple competitors. These sites are more likely to link to your content as well, given their history of referencing resources in your field.

• ✍️ Create valuable assets for third-party sites: Based on your analysis, try to understand which assets acquire the most links. Are they free tools, data visualizations, or informative content? Identify patterns in what others consistently link to, then create superior versions of these assets.
• 💬 Conduct strategic outreach: Build genuine connections with media professionals in your niche. Reach out to relevant sites to acquire links or brand mentions, leveraging your high-quality assets.

Educate Google’s Knowledge Graph and win

ELOREA’s ascent to the top of the digital perfume market demonstrates the power of strategically positioning a brand entity alongside closely related entities in Google’s Knowledge Graph. By implementing this approach in a niche where competitors overlooked this strategy, ELOREA achieved significant growth and market visibility.

Do you want to emulate this success in your business? Use Similarweb’s Backlink Analytics to sniff out opportunities to feature your business entity across the web.

For more marketing insights and a comprehensive understanding of your competitive landscape, book a demo with one of our data experts.

Photo by Laura Chouette on Unsplash

by Darrell Mordecai

Darrell creates SEO content for Similarweb, drawing on his deep understanding of SEO and Google patents.