Grew Organic Search Clicks by 90%+ for a Beauty E-commerce Brand

The brand was already showing up on Google, but without a plan behind it. Ranking for the brand name isn’t enough in beauty, because customers search for specific products, ingredients, skin concerns, comparisons and recommendations.

It had about 70 published blog posts, but none were built around keyword research or search intent, and the site had technical issues holding it back. Its best-selling products were already earning revenue, but search wasn’t doing much to support them.

The opportunity was to build a proper SEO strategy, starting with what the brand already had.

I built the strategy in order of priority: start with what already earns money, fix the foundations, then expand.

1. 01

   Built an SEO content strategy around the top sellers

   The top-selling products were already generating revenue, so that’s where I started. I built the SEO content strategy around them, so extra search visibility would land on products that already converted.

2. 02

   Audited the site and fixed technical issues

   Before building on the site, I audited its health using Ahrefs and Screaming Frog and fixed the issues I found.

   • Titles that were too long or too short
   • Meta descriptions that were too long, too short or missing
   • Missing image alt text
   • Duplicate titles and descriptions
   • Broken links and redirect problems
   • Missing or duplicated headings, and more
3. 03

   Did proper keyword research

   I researched keywords with Ahrefs and SEMrush, focusing on the searches customers use for products, ingredients and skin concerns. This research shaped every piece of content that followed.

4. 04

   Rewrote all 70+ existing blog posts

   Rather than starting from scratch, I worked with what the brand already had. I rewrote all 70+ published blog posts around keyword research to match search intent on Google, and structured them to work in AI search too.

5. 05

   Mapped internal links and published new content

   I created a link-mapping plan from the content strategy and connected new and existing content, with internal links guiding readers and search engines towards priority pages. Once the 70 posts were done, I moved on to new content planned in the strategy.

6. 06

   Re-optimised the product pages

   From time to time, I went back to the product pages, especially the fastest-selling products, and re-optimised them so everything was clean, accurate and ready to rank.

7. 07

   Built backlinks and credibility

   I ran a backlinking campaign and used PR to build the brand’s credibility and authority in search.

8. 08

   Tracked competitors and performance

   I researched competitors and used Google Search Console to track clicks, impressions and positions. Reporting showed which pages were gaining traction, so I could double down on what worked.

Organic clicks grew by more than 90% and impressions by 85%. The brand’s priority products moved up too, with 90% ranking #1 for their target searches.

The growth wasn’t limited to one type of page. Product pages, category pages and blog content all gained traction.

For an e-commerce business, that means more chances to introduce customers to the right products through search.

This project reflects how I approach SEO: I start with what already earns revenue, fix the foundations, then build content, links and authority around it.

The goal isn’t just more traffic. It’s attracting the right searches and making it easier for customers to find the products they need.