The brand had reached a plateau in organic growth, with search traffic stagnating despite ongoing marketing efforts. While existing customers continued to convert, the site was not consistently attracting new users through discovery-based searches.
This became a larger concern as the company prepared to introduce a new product line aimed at a younger demographic. Without stronger visibility in search, the launch risked underperforming due to limited reach beyond their existing audience.
The objective was to turn organic search into a reliable channel for both customer acquisition and product discovery, particularly ahead of the upcoming launch.
Rather than focusing solely on product pages, the strategy centered around capturing early-stage search intent queries related to skincare routines, ingredient education, and concerns specific to younger skin. This allowed the brand to position itself earlier in the buying journey while naturally introducing the new product line.
The skincare space is competitive, but there are millions of searches every day related to those who want to purchase new skincare products that suit their specific needs. To execute an effective strategy, it was essential to target the searches most relevant to the business that would most likely lead to new users hitting the website.
Keyword strategy + research breakdown:
- Conducted a deep keyword analysis of competitors and the broader industry.
- Evaluated important KPIs such as search volume, location, and keyword difficulty.
- Assigned an intent to each keyword to determine who was searching and why.
- Filtered keywords based on intent and performance metrics.
Content Execution:
After the keyword research was conducted. We created a content calendar mapping our monthly content deliverables to target specific searches with two different types of search intent, these are:
Informational search intent:
These pages were created for users who are looking for more information on topics related to the skin care products our client sells. Content targeting informational searches were positioned as “Skincare Guides”, which were linked directly in the website header.
These guides created strong upsell opportunities by naturally linking relevant products and collections directly within the guide's pages. Informational keywords typically have high monthly search volumes, making them an excellent source of new users.
Here are examples of informational intent keywords we targeted:
“When does baby acne typically start?”
“When should Kids start washing their faces?”
“What does marula oil do for the skin?”
“What is a good skin care routine for teenagers?”
And many more.
For example, the guide “when does baby acne typically start” was built as a comprehensive resource covering best practices for helping defuse and prevent baby acne, practical tips, and common mistakes to avoid, as well as the different types of baby acne and their treatment methods.
We added a “recommended products for baby acne” section that linked directly to the new product line. Beneath the recommended products, we included a clear call-to-action button labelled “see the full collection,” which directed users to the baby care collection landing page.
Since users were already searching for solutions for treating baby acne, we created a comprehensive guide to educate them and establish authority. Within the guide, we strategically positioned and linked relevant products, creating upsell opportunities to an already warm audience.
Buyer search Intent:
Buyer search intent refers to users who are actively looking to purchase a product but are still comparing their options. In the skin care industry, many users search for a product that solves for specific needs.
Here are examples of buyer intent searches we targeted:
“Facial cleanser for kids”
“Gel moisturizer for oily skin”
“Skincare products for wrinkles”
“Skincare product for dry skin”
“Moisturizer for mature skin
“Skincare products for my combination skin”
“Skincare routine for women over 40 years old”
“Skin care for my acne prone skin”
“Face wash for oily skin.”
The buyer intent pages were divided into two content types: product pages and collection pages.
Product Pages:
For searches that were very specific about the product a user wanted, such as “gel moisturizer for oily skin,” we created dedicated product pages for the most suitable item. Each product page included all key elements from the client’s existing product pages, including a summary, benefits, ingredients, usage instructions, detailed product information, and shipping and return policies. The content was carefully crafted to fulfill the intent of users actively looking to purchase that specific gel moisturizer.
Collection Pages:
For broader searches like “skincare products for my acne-prone skin,” we created collection pages featuring multiple products that addressed the user’s concern. At the bottom of these collection pages, we added additional content detailing which products work best for different types of acne, recommended skincare routines, and expected timelines for seeing results.
Beyond improving the browsing experience, the course collection pages also had a direct impact on organic visibility and enrollment performance. Each page was optimized to rank for keywords aligned with Udacity’s ideal customer profiles (ICP), allowing the site to attract high-intent learners through search.
This significantly expanded Udacity’s entry points from organic search, enabling new users to discover the platform directly through category-level queries rather than relying solely on individual course or catalog navigation.
In parallel with the content strategy, we implemented a series of technical SEO enhancements to improve crawl efficiency, indexation, and overall site performance. Priority was placed on optimizing course pages, as they serve as the primary conversion points for user enrollment.
Key initiatives included:
- Rewriting meta descriptions across the site with clear, persuasive copy, while ensuring adherence to character length best practices to improve click-through rates.
- Adding schema markup across all product pages to ensure maximum visibility in Google's many search snippets.
- Implementing crawl and indexation directives to prevent search engines from accessing filtered URL variations, preserving crawl budget and prioritizing high-value pages.
- Identifying and executing internal linking opportunities to strengthen connections between skincare guides, product pages, and colleciton pages, improving both discoverability and indexation.
- Removing low-value blog content by 404ing pages that had generated little to no traffic over the previous two years.
- Acquired five high-quality, contextually relevant backlinks per month (three niche edits and two guest posts), strengthening the client’s domain authority and improving their competitive visibility in search rankings.
Following implementation, organic search began driving a clear increase in revenue, fueled by stronger new customer acquisition and improved engagement across key product and collection pages. Enhanced visibility across high-intent queries resulted in a steady flow of first-time visitors and higher conversion activity from organic traffic.
