Hair & Beauty Online stocks thousands of products across hair care, colour, styling, tools and skincare. Each product type has its own category page. Those pages are what people land on when they search for things like hair bleach or salt spray.
The first pages we looked at needed their copy written from scratch. Google had little to go on. The salt sprays page sat at position 15.2 on average. The heat protection page sat at 30.4. Both were off page 1.
The business also runs a sister brand, Synergy Hair. Each site needed its own targets so the 2 stores didn't chase the same searches.
The opportunity was clear:
Write each category page for the searches people already make, one page at a time.
We ran keyword research for each target page. Each page got its own list of search terms with monthly volumes. The oil and serum page, for example, targeted hair oil, hair serum, scalp oil and hair growth oil.
The client picked the pages that mattered most to the business. Some targets moved from Synergy Hair to Hair & Beauty Online. That's the site the business uses to sell to salons, barbers and beauty professionals.
Our writers wrote new copy for each page. Each page got headings built on the target terms, buying advice, product suggestions and an FAQ section. We wrote a new meta description for each page too.
The first round covered the homepage, curling tools and hair oils and serums. Later rounds covered bleach, dry and frizzy hair treatments, oily hair shampoo, salt sprays and heat protection. The client reviewed every page before it went live, and we uploaded the content.
We met with the team on regular calls and shared an organic search report each time.
We used those reports to pick the next set of pages with the client.
A category page with no copy gives Google little to rank. Write it for the terms people search.
Pick pages with the business. The client knew which brands and buyers belonged on which site.
One page at a time adds up. Each round moved a few more searches onto page 1.
Final word
For Hair & Beauty Online, the growth came from the category pages. Each one now answers the search that brings people to it. Any store with a large catalogue can do the same, one page at a time.
Here's how we run ecommerce SEO.
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