(MALIN+GOETZ), A Million Clicks. A Global Skincare Icon. Engineered to Rank.

Founded in New York City in 2004, (MALIN+GOETZ) is one of the world's most recognised clean skincare and fragrance brands , cruelty-free, gender-inclusive, and stocked in apothecaries across the US, UK, Europe, Canada, and Hong Kong. They had brand equity. The product depth. The global following. What the SEO data showed was untapped organic potential at a massive scale. We stepped in and built the search infrastructure to capture it. The result: over a million clicks, 6.43 million impressions, and a CTR that outperforms global ecommerce benchmarks.

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(MALIN+GOETZ) — Global Clean Skincare & Fragrance Brand
  • [ Agency ] Oddtusk Studio
  • [ Services ] SEO · Global Ecommerce
  • [ Categories ] Premium Skincare · Fragrance · D2C Global Ecommerce
  • [ Market ] US · UK · EU · Canada · Hong Kong
  • [ Year ] 2024
  • [ Client ] (MALIN+GOETZ)
  • [ Status ] Live & Compounding
[ What We Built ]

Global Scale. Premium Brand. SEO Engineered to Match.

(MALIN+GOETZ) operates across six international markets with a product catalogue spanning skincare, fragrance, candles, and home , face cleansers to cannabis candles, SPF to leather perfume oils. The SEO challenge was as sophisticated as the brand itself: a complex multi-category, multi-market architecture that needed to rank for highly competitive global terms while protecting brand equity and conversion. We delivered both.

  • Full SEO audit and strategy across a complex global ecommerce architecture
  • Keyword mapping across all product verticals , Face, Body, Hair, Fragrance, Candles, Home
  • On-page SEO across hundreds of product and collection pages , titles, meta, content and structure
  • Shop-by-concern SEO architecture , Acne, Aging, Dry Skin, Pores, Oily , capturing treatment-intent searches
  • Shop-by-scent SEO , Bergamot, Cannabis, Dark Rum, Eucalyptus, Leather, Sage and more
  • Technical SEO overhaul for a large-scale Magento ecommerce platform , speed, crawlability, structured data
  • International SEO considerations across US, UK, EU, Canada and Hong Kong storefronts
  • Content and blog SEO strategy aligned to skincare education and product discovery searches
(MALIN+GOETZ) — Brand
(MALIN+GOETZ) — Product Architecture
(MALIN+GOETZ) — Search Performance
[ How We Did It ]

Clean Skincare. Complicated SEO. We Simplified Both.

SEO for a premium global skincare and fragrance brand isn't just about ranking , it's about ranking for the right searches without diluting brand voice, cluttering UX, or compromising the editorial experience that makes a brand like (MALIN+GOETZ) feel exactly as it should: refined, intelligent, trustworthy. Here's how we approached it.

01

Understand the Scale Before You Move at Speed.

(MALIN+GOETZ) runs a multi-category, multi-language, multi-market Magento ecommerce store , one of the more technically complex SEO environments in the DTC beauty space. Our first move was a forensic audit: keyword gaps across every product category, technical health across all storefronts, crawl efficiency, internal linking, and competitive analysis against global skincare and fragrance brands. The audit became the blueprint for everything that followed.
02

Every Product. Every Concern. Every Search. Mapped and Owned.

(MALIN+GOETZ)'s catalogue depth is its biggest SEO opportunity , and its biggest challenge. We built a complete keyword architecture across Face, Body, Hair, Fragrance, Candles and Home , mapping product pages to purchase-intent searches, collection pages to category-level discovery searches, and concern pages (Acne, Aging, Oily, Dry, Pores) to the problem-aware buyer searching for a solution. The result: a brand that shows up whether someone searches "best face cleanser for sensitive skin" or "cannabis candle New York."
03

Hundreds of Pages. Each One Optimised. None of Them Generic.

With a product catalogue this deep , from niacinamide creams to leather perfume oils, from dog shampoo to 3-wick supercandles , on-page SEO required a systematic, category-by-category approach. We rewrote metadata, restructured page headers, and refined product and collection page content across the full catalogue , ensuring every page was both search-optimised and brand-consistent. (MALIN+GOETZ)'s voice , understated, intelligent, clean , was preserved at every touchpoint.
04

A Premium Brand Deserves a Technically Flawless Search Presence.

Magento at ecommerce scale comes with specific technical SEO challenges , faceted navigation, duplicate content risks, crawl budget management, structured data for products and reviews, Core Web Vitals. We addressed all of it , cleaning the technical foundation so Google could crawl, index, and reward the full depth of (MALIN+GOETZ)'s catalogue efficiently and accurately.
(MALIN+GOETZ) — GSC Performance Data
[ One Million Reasons This Worked ]

1.01M Clicks. 6.43M Impressions. 15.7% CTR. Numbers That Speak for Themselves.

For a global premium brand competing against mass-market skincare giants and direct-to-consumer competitors across multiple international markets, these numbers are exceptional. A 15.7% average CTR , in a category where 3–5% is considered strong , signals not just ranking visibility, but the kind of search presence that earns clicks even in a crowded SERP. Here's the full picture.

  • 1.01 million organic clicks in a single 4-month window
  • 6.43 million total search impressions across all markets
  • 15.7% average CTR , more than 3x the global ecommerce benchmark
  • Average position 14.4 , with significant room to compound as optimisations mature
  • Multi-category SEO coverage across Face, Body, Hair, Fragrance, Candles, Home
  • Shop-by-concern architecture capturing treatment-intent searches at scale
  • Shop-by-scent SEO unlocking product discovery searches for every signature fragrance
  • Technical SEO foundation built for long-term compounding growth on Magento

Global SEO

Premium Skincare

Ecommerce SEO

Magento

D2C Beauty

New York

(MALIN+GOETZ)

OddTusk

(MALIN+GOETZ) Digital Team
"The SEO work on (MALIN+GOETZ) moved the needle in ways we hadn't seen before , over a million organic clicks in four months, with a CTR that outperforms anything in our category. OddTusk understood the brand, understood the complexity of our architecture, and delivered results that compound."

(MALIN+GOETZ)

New York
[ The Takeaway ]

When a World-Class Brand Gets World-Class SEO , The Numbers Are Undeniable.

(MALIN+GOETZ) is one of the most distinctive, best-loved skincare and fragrance brands in the world , a brand that built its reputation on uncomplicated, effective, beautiful products for everyone. Our job was to make sure that reputation was matched by an equally powerful search presence.

A million clicks in four months. A 15.7% CTR. A global SEO architecture that covers every product, every category, every scent, every skin concern across six international markets. This is what OddTusk builds at the highest level , not just visibility, but search dominance that reflects the true scale of a brand this good. This is what happens when growth engineering meets a world-class product. The results speak. Loudly.

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