Founded in France in 1950, Mustela is one of the world’s leading brands in skincare for mothers, babies, and families. Known for its innovative approach and dermatological expertise, the brand offers a wide range of products specially developed for the evolving skincare needs of mothers, babies, and families. Its product line includes lotions, creams, and shampoos designed for specific skin types such as atopic and very sensitive skin. Mustela also provides highly effective solutions like diaper creams for daily baby care and organic formulas ..for mothers and expectant mothers, catering to the diverse needs of all family members. With clinically proven formulas, Mustela has become one of the most preferred brands by families around the globe.

As of 2024, Mustela Turkey has partnered with Markethinkers for SEO Consultancy, SEO-Compatible Content Creation, and Link Building services to boost brand awareness in the digital space, reach its target audience more effectively, and strengthen its competitive position. Link Building efforts are carried out in collaboration with Whisper, another brand under the Markethinkers umbrella.

Getting Started with the Project

In August 2024, we began planning a Comprehensive SEO Consultancy and SEO-Compatible Content Creation strategy aimed at increasing Mustela’s organic visibility and positioning it as a more trusted source in Google’s eyes. At the beginning of the project, we conducted a thorough analysis of Mustela’s digital presence and its competitive landscape. Based on this in-depth evaluation, we developed a strategic plan to elevate the brand’s domain authority, which was initially at a similar level to its competitors in the Turkish market.

Key insights from our initial analysis of mustela.com.tr:

  • The domain authority was on par with competitors, signaling the need to gain a competitive edge.
  • Many of the brand’s category and product listing pages had low page authority, making it difficult to rank higher for critical and competitive keywords.
  • The content strategy was not fully aligned with SEO goals, which limited the brand’s organic visibility potential.

From these findings, we clearly defined our areas of focus: strengthening domain authority, boosting authority for critical pages, and enhancing the content strategy to increase organic visibility. We reshaped our content plan in line with Mustela’s long-term authority goals and developed a sustainable backlink strategy to improve the authority of key category and product pages. After aligning with the brand on this roadmap, we officially kicked off the project.tejisi oluşturduk. Belirlenen yol haritası üzerinde markamız ile mutabakat sağlayarak çalışmalara başladık.

Strategy

To strengthen Mustela’s digital presence and provide a competitive edge, we incorporated all aspects of Comprehensive SEO Consultancy into our roadmap, including extensive keyword research, competitor and persona analysis, and technical improvements. This allowed us to lay a solid foundation and begin executing our core action plan. The following visual shows the domain authority growth achieved during the early stages of our roadmap implementation.

Next, we implemented a content strategy that not only appealed to users but also aligned with Google’s trust signals. However, for Mustela, the core focus of our strategy at Markethinkers was on increasing domain and page authority through backlink efforts. We ensured all our actions contributed toward this overarching goal.

We then launched our backlink strategy with the following key considerations:

  • We conducted targeted backlink campaigns by identifying high-quality, relevant, and authoritative websites. Our collaboration with Whisper, which offers access to over 1,000 publishers, played a crucial role here.
  • We focused on specific keywords where Mustela aimed to build authority, such as “diaper cream,” “diaper rash prevention cream,” “atopic skin,” “atopic dermatitis,” “atopic skin cream,” and “sunscreen.”
  • In addition to product and category pages, we also secured high-quality backlinks for blog content to enhance its perceived value by Google. These blog backlinks, aligned with carefully selected anchor texts, were expected to significantly improve rankings.

Through this strategic backlink approach, our goal was to create sustainable growth in Mustela’s domain authority and achieve stronger rankings for target keywords.

Project Goals and Achievements

Our efforts started to show results by September 2024, with steady and consistent increases in Mustela’s domain authority. By March 2025, we achieved a notable 6-point increase in domain authority and surpassed many competitors in the industry.

Key outcomes of our work:

  • A richer backlink profile: We significantly increased the number of referring domains from high-quality and authoritative websites.
  • Improved visibility for organic keywords, with stronger rankings particularly in long-tail search queries.
  • In addition to the domain authority increase, we also observed noticeable improvements in the page authority of the targeted pages, which supported higher content rankings. The visual below illustrates the authority scores of targeted pages at the beginning versus March.
  • Google rankings became more stable, reducing fluctuations and ensuring stronger keyword positions.

This success not only boosted visibility but also delivered long-term and sustainable digital gains. The brand’s perception improved, and user trust and loyalty also increased.

Thanks to our collaboration with Markethinkers and Whisper, Mustela achieved significant growth in a short time. If you also want to take your brand one step ahead in the digital world and become more visible and trusted in search engines, we’re here to support you with tailor-made strategies. With the help of expert brands like Whisper that specialize in Digital PR, we can build and implement comprehensive strategies to unlock your brand’s digital potential. Contact us today and let’s start your journey to the top!