Faces Case Study


FACES is a cosmetics and beauty retailer operating in five countries across the Middle East via physical stores and online.


Growth in organic sessions

AED 299,232

Increase in monthly revenue


Return on investment

Within twelve months, we increased organic traffic to the website by 334%, from 29,778 sessions in August 2021 to 116,658 sessions in August 2022. Improved international targeting aided even more impressive results for Arabic landing pages, which grew 629% from 10,826 sessions in August 2020 to 78,973 sessions in August 2022.

The SEO campaign generated AED 5,620,304 in revenue from just AED 154,306 in agency fees - this is a 3,643% return on investment. By August 2022, FACES’ made AED 39.10 for every AED 1 invested in SEO, a 3,900% ROI.


  • Restructured the site from subdomain to country/language sub directories
  • Improved search UX of categories
  • Link building outreach in Arabic and English
  • Meta templates for site-wide optimization

The FACES website suffered from complex infrastructure, which accumulated over time when multiple subdomains and technologies got added. Our priority was to migrate multiple geographic subdomains to a single root domain with a subfolder structure and consolidate the technology to a single CMS; Salesforce Marketing Cloud.

Our goal was to simplify crawling and indexation, minimize technology bloat and fortify ranking signals upon a single subdomain. With the subdomain migration completed, we focused on driving link equity to the new country-language subfolders via internal and external links.

Our next focus was enhancing bottom-funnel search traffic through improved category page UX and content while using templates to optimize tens of thousands of product pages at scale.

“The growth we have achieved in the past 12 months has been phenomenal. Organic traffic, transactions, and revenue have increased massively.”

Faheem Ahmad

Performance Marketing Manager

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