BROWED is a cosmetics brand selling primarily B2B to beauticians across Australia and the United States. Paid media was already performing, but SEO was underdeveloped, creating a clear opportunity to unlock a new, compounding growth channel.
Scope of work
SEO
Revenue had plateaued and SEO had not been leveraged as a serious channel.
Organic visibility was minimal relative to the brand’s market potential.
Collections and category structure worked for users, but not for how the market searches.
How we turned an underbuilt SEO footprint into a category capture engine.
Their existing collections were logical from a merchandising lens, but missed large volumes of category demand. We created roughly 110 new collections to match how customers search, immediately expanding the surface area for rankings.
We mapped and built subcategory layers that didn’t exist, then engineered internal linking so authority flowed from high-level collections into revenue-driving product groups. This improved crawl paths, topical relevance, and ranking velocity.
We deployed targeted collection copy and FAQs aligned to product intent, improving relevance and conversion confidence without bloating pages with generic text.
We analysed product performance to identify the best market-entry pages, then prioritised those pages for SEO so the channel generated revenue faster, not just traffic.
We built an SEO system that expanded category coverage, increased ranking quality, and created a stronger organic growth engine to reduce reliance on paid media over time.
The lift came from restructuring the site around how the market searches, not how the catalogue was originally organised. By building 110 new collections, adding missing subcategories, and engineering internal linking, we expanded indexable demand capture. Product sales analysis then ensured we prioritised pages with the fastest path to revenue.
01
From 157 to 356 in 18 months.
02
From 1,350 to 2,633 monthly clicks.
03
A high-demand category keyword (~6,500 searches/month).
04
Collections created for demand capture.
05
Internal linking designed to rank subcategories.
06
Prioritised pages based on product performance.
