The situation.
The brand was already a household name with a solid foundation, but organic was nowhere near its ceiling. Starting point: Domain Rating 27, ~26,000 organic visits a month, ~600 pages, ~7,000 ranking keywords and 390 referring domains.
The channel was being run like a marketing checklist, not a product. The hard part was the SERP: beauty is a competitive category where every incumbent ships content weekly. Winning meant out-executing them on velocity without diluting quality, and tying every brief to a buyer-journey stage rather than a keyword.
Three pillars.
Content velocity
Run the channel as a product. Map the industry Search TAM, re-sequence the roadmap around buyer-journey intent and ship ~20 new pages plus ~15 refreshes a month.
Technical velocity
Fix internal-linking bugs that dilute authority, add schema to high-value pages and clear the template-level errors blocking Googlebot.
Link velocity
Monitor competitor link velocity and out-earn it with statistic blogs, PR campaigns and shareable guides that attract natural backlinks.
What we actually shipped.
- 01Mapped the industry Search TAM to separate top performers from underperformers, then re-sequenced the content roadmap around buyer-journey intent.
- 02Re-optimised existing pages with fresh statistics, sharper copy and hooks, concise answers, better internal links and clearer CTAs.
- 03Shipped ~20 new pages and ~15 refreshes per month, each new page built for a specific buyer-journey stage.
- 04Fixed internal-linking bugs where irrelevant mapping was diluting page authority.
- 05Added schema markup to high-value pages to win more SERP real estate and clicks.
- 06Cleared technical bottlenecks and template-level errors blocking Googlebot.
- 07Monitored the link velocity of direct and indirect competitors to stay ahead of both.
- 08Published internal statistic blogs and PR campaigns that earned natural backlinks from high-authority editors and publication houses.
- 09Built shareable guides and resource pages that became backlink magnets.