Case Study: L’Oréal achieves improved voice search positioning with BrightEdge Striking Distance reporting

L’Oréal Uses BrightEdge to Improve Positioning for Voice Search

L’Oréal faced a growing search challenge as voice queries surged — already around 20% of queries and predicted to climb — with many voice devices being screenless and SERPless so only a single audible result is delivered. That winner-take-all dynamic made achieving top search positions essential for visibility in voice search.

To address this, L’Oréal used BrightEdge’s Striking Distance report to identify and prioritize pages they could push into the top spot, then reshaped content strategy around Quick Answers, long-tail and FAQ content and the 5 Ws plus “how” (with emphasis on how-to videos and product guidance). By implementing BrightEdge’s recommendations and coordinating with content teams, they reported measurable growth in voice-search positioning.

L’Oreal

Carlos Spallarossa

Director of SEO