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When it comes to medi-aesthetic technology in Australia, one name stands out: The Global Beauty Group. With countless industry awards and a reputation for innovation, support, and education, they’ve grown into an internationally recognised leader in IPL machines, beauty equipment technology, and professional skincare.
But like many businesses, their journey hasn’t been without its bumps—particularly in the digital space.
Let’s rewind to 2013, when The Global Beauty Group faced an SEO crisis that could have derailed everything.
Crushed by Google: The Aftermath of Penguin
In 2012, Google launched a game-changing algorithm update known as Google Penguin. This update was designed to target “webspam” techniques, particularly manipulative link building, keyword stuffing, and other shady shortcuts commonly used by cheap SEO providers.
Unfortunately, The Global Beauty Group had previously engaged an overseas-based SEO company promising “quick rankings at cheap prices.” Like many offshore services, their strategy relied on black hat SEO: mass-submitting GBG’s website to hundreds of spammy directories, irrelevant blog comment sections, and other low-quality backlinks.
These tactics may have worked briefly—but Penguin changed all that. Suddenly, sites engaging in these practices were penalised and de-indexed by Google. And that’s exactly what happened to The Global Beauty Group.
Their organic traffic vanished. Their website was nowhere to be found. And with it, a significant portion of their inbound lead generation disappeared overnight.
Enter Mr SEO: A Smarter Approach to Search
In 2013, The Global Beauty Group reached out to Mr SEO. The brief was clear:
“Help us get back on Google—and this time, do it the right way.”
We accepted the challenge. But recovering from a Penguin penalty is no small feat. It required deep technical understanding, patience, and a smart, long-term SEO strategy.
Our approach was threefold:
1. Clean Up and Recover
The first priority was to clean up the mess left behind. We audited every link pointing to the website, identifying thousands of poor-quality backlinks. These links were then disavowed using Google’s Search Console tool.
Next, we removed over-optimised on-site content, resolved keyword stuffing issues, and restructured the site to follow Google’s quality guidelines.
We then began rebuilding the site’s authority with high-quality, relevant backlinks. This included collaborating with GBG’s internal marketing team to create genuinely useful content and secure natural backlinks from industry blogs, publications, and directories.
We also built a series of supporting websites with genuine value, like www.iplmachine.com.au, which now ranks prominently for one of the most competitive keywords in the industry—“IPL machines”.
2. Rebuild With Purpose: Multiple Sites, Multiple Rankings
Our philosophy on Google real estate is simple: if you can, own multiple spots on page one.
For GBG, we created multiple well-structured, content-rich websites targeting high-value search terms such as:
- IPL machines for sale
- Buy IPL machine Australia
- Laser hair removal machines for salons
- Skin rejuvenation equipment
- Beauty equipment suppliers Australia
Each site offered unique, useful content while also supporting the main GBG domain via highly relevant inbound links. These weren’t spammy “link wheels” like those created by low-cost SEO providers—these were purpose-built, content-driven sites that ranked in their own right and generated real enquiries.
3. Sustainable Growth: Long-Term Organic SEO
Unlike many SEO companies that chase short-term rankings and leave clients stuck when algorithms shift, Mr SEO plays the long game.
We implemented ongoing on-page optimisation, blog content targeting long-tail keywords, and monthly keyword tracking to adjust strategy dynamically.
Our content marketing focused on questions actual buyers were searching for:
- What’s the best IPL machine for salons?
- How does IPL hair removal work?
- What’s the difference between IPL and laser?
This content drove valuable organic traffic and positioned The Global Beauty Group as an authority in the beauty tech space—not just in Australia, but in New Zealand, Asia, and the US.
Why the Right SEO Matters (and Why Cheap SEO Fails)
There’s a key SEO principle many overlook: not all backlinks are created equal.
Getting links from spammy, unrelated sites doesn’t help you—it actually harms you.
To explain it simply:
Imagine you’re running for Parliament. Would you rather 100 paid votes from people who don’t live in your area and know nothing about you—or 20 honest votes from respected locals who support your message? Google values those quality, relevant votes far more than the quantity.
Before Penguin, many SEO companies used tricks like “link wheels” where all their clients linked to each other via a “resources” page. It worked… briefly. But Penguin killed it off—and rightly so.
At Mr SEO, we don’t chase loopholes. We do smart SEO. That means:
- Relevance over quantity
- Authority over convenience
- Strategy over shortcuts
SEO is no longer a hack—it’s a discipline. One that rewards quality, consistency, and user-focused content.
Results That Speak for Themselves
As a result of our partnership:
- The Global Beauty Group recovered from the Penguin penalty
- They ranked on page one for dozens of high-value keywords
- Multiple sites, including iplmachine.com.au, ranked independently and drove fresh enquiries
- Their business expanded beyond Australia into New Zealand and the USA
- They became the go-to provider for beauty clinics and salons looking for IPL machines for sale, laser machines, RF technology and more
We only wrapped up the SEO campaign when COVID hit Melbourne, temporarily closing most beauty salons. As demand dropped, so too did the need for aggressive SEO—but the rankings remained strong for some time after.
A Final Note on Paid Ads vs SEO
Since pausing work with Mr SEO, we’ve noticed a significant shift in GBG’s digital strategy: greater reliance on Google Ads.
Paid ads absolutely have their place, and we recommend them—but only as part of a balanced approach. When SEO is firing, your organic rankings underpin the entire marketing campaign, providing a consistent base of free traffic. Google Ads can then be layered in for specific promotions, seasonal demand, or competitive pushes.
But when you stop SEO, you’re renting visibility. Once the ad budget runs out, so do the leads.
The Takeaway
If you’re a beauty technology supplier, a cosmetic clinic, or any business that wants long-term, high-quality growth—don’t trust your SEO to cheap overseas promises.
Choose an SEO partner that understands strategy, thinks long-term, and builds assets—not shortcuts.
That’s what we do at Mr SEO.
Let’s Grow Your Business
Whether you sell IPL machines, beauty technology, or something else entirely—Mr SEO can help you scale with smart, sustainable SEO.
Want to own Google real estate like The Global Beauty Group did?
Get in touch with us today. Let’s put your brand at the top where it belongs.
