1. Improve Site Quality
The good thing about small sites is that they’re rarely held back by technical SEO issues, unless it’s a major problem. Noindexing half your site, for example, and yes we’ve seen this before.
For My Two Brows though, there was nothing out of the ordinary.
Their product schema had a few useful items missing which we added. This helps search engines better understand what your products are and can lead to rich snippets.
Also product pages were linked using canonicalised URLs, something we have to fix for 9/10 Shopify stores.
And finally there were some minor other tweaks, like a HTTP link (as opposed to HTTPS) and some outdated/dead pages worth removing.
All round, quite simple. Usually it is for stores with only 13 products.
2. Expand Bottom of Funnel
Now for the juicy stuff.
There’s less than a couple thousand searches a month for anything related to eyebrow stickers. That’s not enough to expand with keywords like styles of eyebrow stickers or colours.
But what if we think about this differently?
Losing your eyebrows is a serious problem, the specific solution is kind of irrelevant as long as there is a good one. So how can we reach people that would love this solution?
How about someone searching “why do my eyebrows fall out when I rub them”?. Or "bald spot on eyebrow”? Or maybe “no eyebrows makeup”?
Unlike most of our campaigns, we focused most of our efforts towards content rather than collections. Content allows us to target people searching for alternative solutions to this problem, then offer a better one.
This worked exceptionally well, with their content outranking huge authority sites like Byrdie, Healthline, Real Simple, and more.
And traffic skyrocketed while remaining highly relevant:
3. Optimise Bottom of Funnel
There were still some huge opportunities for people that knew eyebrow stickers existed though.
Look at all these keywords (monthly search volume in brackets):
- eyebrow temporary tattoo (900)
- temporary eyebrow tattoos (350)
- temporary tattoo eyebrows (800)
- temporary eyebrow tattoo (700)
- eyebrow tattoo sticker (400)
- brow stickers (150)
- fake eyebrow tattoo (150)
These aren’t huge keywords by any stretch, but it’s as big as the market is for more or less directly searching for this product.
Since working with us, we’ve got them in the top 3 for every one of these keywords now. All with their homepage.
At a high level, it’s as simple as:
- More content - nothing crazy, about 300 words added to the homepage with the keywords and related terms woven in
- More backlinks - these had a near instant impact on rankings as their domain authority was so low prior
- Better optimisation - such as changing the H1 from the logo to a sentence containing “Temporary Eyebrow Tattoos”
All of this led to better rankings across all their existing keywords, as well as many new ones: