About the Project
Mid-size DTC ecommerce brand in the semi-permanent extension eyelashes market.
The business operates primarily through Shopify with significant social presence on TikTok and Instagram.
The brief was to increase organic traffic, reduce user friction during the pre-purchase phase, and capture search volume from both product queries and how-to content.
The core challenge: customers had high friction because they needed answers to detailed procedural questions, maintenance logistics, and product comparisons, answers not currently present on the site.
What We Did
1. Content Gap Analysis & How-To Page Expansion
Analyzed social media comments to identify recurring customer questions not answered on-site. Built four targeted guide sections:
- Mini guide addressing application techniques with step-by-step procedures and reference examples from competitor blogs
- Removal guide with images, paired with existing TikTok content already ranking in Google for removal queries
- Maintenance guide addressing daily care routines and product recommendations
- Damage prevention guide positioned to capture “can this damage natural lashes” query cluster
Each section is designed for both web and social (TikTok, Instagram Reels) to enable video indexing in Google.
2. FAQ Page Strategy
Compiled 60+ frequently asked questions across 11 categorical sections: Durability & Maintenance | Removal | Reusability | Product Selection | Makeup Compatibility | Special Conditions | Allergies & Safety | Water Resistance | Kits & Accessories | Product-Specific Questions | Application | Common Issues.
This page targets long-tail question-based queries that already appear in GSC but lack dedicated answer pages. Each FAQ bridges to related product pages or guide sections.
3. Technical SEO: Canonical URL Conflicts
Identified Shopify default behavior creating conflicting signals. Internal links pointed to /collections/category-name/products/product-name while canonical tags pointed to /products/product-name. Removed | within: collection from product card templates across the theme to align internal links with canonical URLs, eliminating duplicate content penalties.
4. Product Page Optimization (7 Priority SKUs)
Added structured content to high-value product pages:
- Top kit offering, embedded 9 creator videos from Instagram and TikTok alongside product specs
- Accessory product (application tool), added “how to clean” section with DIY tutorial content
- Removal product, embedded existing TikTok tutorial (already ranking in Google for removal queries)
- Cluster variant, FAQ section addressing specific durability questions + 3 creator reference videos
- Adhesive/sealing product, created “how to use” video tutorial
- Curling tool, built H2 sections for 7 related questions (usage, damage, timing) with reference video examples
- Secondary kit option, embedded trending creator videos showing live application
5. Social Optimization/Strategy
Updated Instagram and TikTok bios to include primary keyword + DIY/application modifier to capture branded + intent-based searches.
Implemented video titling strategy for TikTok/Instagram Reels: leading with target keyword phrase in title, supporting with hashtags and CTAs in description. This allows videos to index in Google’s video search results for procedural query clusters.
6. B2B Positioning
Identified wholesale query opportunity (50-100 monthly searches, low CPC). Created strategy to build dedicated wholesale landing page targeting resellers and salon bulk ordering.
7. Subscription Model
Implemented recurring purchase option on product pages with 10-day reorder window (matching product durability), reducing churn and increasing customer lifetime value.
The Results
One month, €36,805 more in organic revenue. Organic Social +78%, Organic Search +28%.
