Allure Cosmetics

The Challenge

Allure Cosmetics had built a loyal following through Instagram and influencer partnerships, but their customer acquisition was entirely dependent on paid channels. With CPMs rising and competition intensifying, they needed to diversify.

Their Shopify store had fundamental technical SEO issues that were preventing Google from properly indexing their products. Meanwhile, larger competitors dominated the organic search results for their key product categories.

• Zero organic visibility for target keywords
• Technical debt from multiple theme changes
• Duplicate content issues across product variants
• No content strategy beyond product descriptions

The Solution

We developed a comprehensive SEO strategy that addressed both technical foundations and content gaps. The goal was to build sustainable organic traffic that would reduce dependency on paid acquisition.

• Technical audit and fixes: Resolved crawling issues, implemented proper canonical tags, fixed site speed problems, and restructured the URL architecture
• Content strategy: Created a skincare education hub targeting informational queries with high commercial intent — "best serums for dry skin," "how to build a skincare routine"
• Product page optimisation: Rewrote all product descriptions with keyword-focused copy that maintained brand voice while improving relevance
• Link building: Secured features in beauty publications and skincare blogs through targeted outreach

The Results

Within eight months, organic search became Allure's second-largest traffic source, dramatically reducing their dependency on paid acquisition and improving overall unit economics.

• Organic traffic increased 187%
• 42 keywords ranking on page 1 (from 3)
• Blended CAC reduced by 56%
• Organic now drives 35% of total revenue

The content hub now attracts over 25,000 monthly visitors, many of whom convert to customers after multiple touchpoints with the brand.