Decumar – Sustainable growth through SEO in the pharmaceutical industry

Project › SEO AIMax

Decumar achieves sustainable growth through a comprehensive SEO strategy for the dermocosmetics sector

Following a drop in rankings caused by Google algorithm updates, Decumar required a systematic SEO strategy to regain its search engine position, boost organic traffic, and improve conversions. SEONGON partnered with Decumar for over 10 months, building a comprehensive SEO foundation that encompassed technical aspects, content, E-A-T, and backlinks, as well as conversion optimization.

Decumar – Dermocosmetic skincare brand

Implemented over a period of more than 10 month

Comprehensive SEO for the dermocosmetics industry

ORGANIC TRAFFIC VOLUME

16 times

Organic traffic increased 16-fold after more than 10 months of implementation.

x16 Traffic

TOP 5 CORE KEYWORDS

58%

40% commitment — exceeding the target by 45%

+45% vs KPI

CLICK FOR SALES LOCATIONS

+65,06%

The click-to-store conversion rate increased from 3.64% to 6.01%

+65,06%

Customer

Decumar is a long-established skincare brand widely recognized in the Vietnamese market. Leveraging its pioneering use of modern technology, Decumar consistently demonstrates product efficacy and builds its reputation through a nationwide distribution network.

As a brand under a major pharmaceutical group, Decumar has invested heavily in various digital marketing activities, including Google Ads, Facebook Ads, press placements, event sponsorships, video production, and affiliate marketing. Within this comprehensive growth strategy, SEO has been identified as a crucial channel for increasing the brand’s organic presence on Google and achieving sustainable customer reach.

Background

After managing its own SEO efforts for a period, Decumar observed a drop in rankings for key keywords due to Google algorithm updates. Meanwhile, competitors in the dermocosmetic sector had already established systematic SEO strategies, securing superior organic keyword coverage and traffic volumes.

The challenge facing SEONGON was not merely to restore Decumar to its rightful position on Google, but to transform SEO into a genuine growth channel—driving conversions and increasing orders while propelling core keywords into the top 5 rankings.

Challenge

The dermocosmetics industry is highly competitive and demands strict standards regarding content credibility. The Decumar website required optimization across multiple layers: SEO technicals, content structure, signals of expertise, backlinks, and the conversion experience.

The project’s key challenges included:

Comprehensive optimization of headings, URLs, robots.txt, meta tags, and the mobile experience.
Strengthening content to meet E-A-T standards, incorporating signals of expertise and credible, authoritative sources.
Expanding the keyword strategy to align with the customer journey, rather than focusing solely on product-related keywords.
Building a system of high-quality backlinks from news outlets, forums, and reputable sources.
Improving CTAs, site navigation, and measurement systems to boost conversion efficiency.

Strategies & Solutions

1. Re-optimizing Website Foundation to SEO Standards

SEONGON conducted a review and optimized critical technical elements on the Decumar website, including heading structures, URLs, the robots.txt file, meta tags, and mobile user experience. This foundational step enables Google to crawl data more effectively while improving the ranking capabilities of key keyword groups.

This solution helps Decumar:

Reinforce the technical SEO foundation for the entire website.
Minimize bottlenecks affecting indexing and ranking capabilities.
Improve user experience, particularly on mobile devices.

2. Enhancing Content Authority According to E-A-T Standards

Given the specific nature of the dermo-cosmetics industry, content must clearly demonstrate expertise, trustworthiness, and factual basis. SEONGON built expert profiles within the content, developed social media systems for these experts, and added backlinks from authoritative sources to boost website credibility.

This solution helps Decumar:

Increase user trust in skincare consultancy content.
Strengthen expertise signals in the eyes of Google.
Build a reliable brand image across the search environment.

3. Implementing Holistic SEO Based on the Customer Journey

Instead of focusing solely on a single group of commercial keywords, SEONGON expanded the SEO strategy across the entire user search journey: from skin problem awareness, solution research, and product comparison to the final purchasing decision.

SEONGON deployed hundreds of keywords, including branded terms, product keywords, and informational search queries, while producing hundreds of SEO-standard articles to expand Decumar’s search coverage.

This solution helps Decumar:

Reach customers at multiple different stages.
Drive sustainable organic traffic growth.
Increase brand footprint on Google.

Impressive results the SEONGON team achieved in the project

4. Building a Quality Backlink System

SEONGON developed a detailed keyword list, executed PR articles, and placed backlinks on high-authority news outlets and forums to increase domain authority for the Decumar website.

This solution helps Decumar:

Reinforce domain authority.
Create external signals to support the ranking growth process.
Enhance competitiveness against strong rivals in the dermo-cosmetics industry.

5. Conversion Optimization and Performance Measurement

Moving beyond just increasing traffic, SEONGON optimized the CTA system within articles and configured Google Analytics to measure the effectiveness of each content piece.

This solution helps Decumar:

Navigate users more clearly toward points of sale and purchasing actions.
Accurately measure SEO performance by content group.
Turn organic traffic into tangible business value.

Result

Impressive results achieved by the SEONGON team during the project

After more than 10 months of implementation, Decumar recorded impressive growth across three key areas: organic traffic, keyword rankings, and conversions. Organic traffic increased 16-fold, demonstrating that the comprehensive SEO strategy successfully generated a stable and sustainable stream of organic visitors to the website.

Regarding rankings, 58% of core keywords reached the Top 5, far exceeding the initial commitment of 40%. Notably, 70% of keywords achieved Top 3 status, significantly boosting Decumar’s visibility among customers actively searching for skincare products and solutions.

Beyond growth in traffic and rankings, the project also had a tangible impact on conversions. The click-through rate to points of sale rose by 65.06%, increasing from 3.64% to 6.01%.

The successful order rate rose by 5.55%—from 0.41% to 0.44%—while the number of successful orders increased by 41.38%.

These results demonstrate that SEO not only helps cosmeceutical brands improve their Google rankings but can also serve as an effective channel for business growth when implemented systematically, strategically, and in alignment with customer search behavior.