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How We Took a Haircare Brand from Page 2 to Google’s Top 5 Using SEO and AEO

How We Took a Haircare Brand from Page 2 to Google's Top 5 Using SEO and AEO

  • 3 min read
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How We Took a Haircare Brand from Page 2 to Google’s Top 5 Using SEO and AEO

Overview

For a haircare brand selling on Shopify, we focused on turning its existing product pages into clear answers that Google and AI assistants can read, quote and recommend.

Most of the brand’s traffic came from Instagram. Search brought in fewer visits, but those visitors converted at almost twice the store’s average, so we rebuilt the pages that matter most for search.

The approach

  1. The Strategy

    We started with a full search and AI commerce audit, using the store’s own Shopify and Google Search Console data:

    • Product answers (ingredients, how to use, FAQs) were hidden in tabs that search snippets and AI feeds don’t read
    • Bundles were filed as “Uncategorized”, and attributes like hair type and ingredients were empty
    • The store ranked on page one for big searches but wasn’t winning the clicks

    Every finding was tagged as observed, supported or hypothesis, so the plan was built on data, not guesses.

  2. The Strategy

    We implemented a full-funnel Meta Ads strategy designed to systematically acquire, nurture, and convert customers.

  3. Funnel Structure

    • Top of Funnel (TOF): Broad and interest-based targeting to acquire new users
    • Middle of Funnel (MOF): Retargeting engaged users and video viewers
    • Bottom of Funnel (BOF): High-intent audiences including past purchasers

  4. Campaign Optimization

    • Rebuilt the account structure with clearlydefined campaign objectives
    • Introduced controlled testing frameworks forcreatives and audiences
    • Allocated budget dynamically based on performance

  5. Execution

    • Rewrote key product pages with answer-first descriptions and new FAQs, written from real customer questions
    • Kept every phrase each page already ranked for, so rankings could only go up
    • Checked every claim against the product, cutting 25 unsupported claims before anything went live
    • Categorised every bundle and completed hair type, gender and ingredient attributes for AI shopping feeds
    • Refreshed nine older blog posts and published new guides that link back to the right products

  6. Creative Strategy

    Creatives played a central role in scaling performance.

    We tested multiple formats including:

    • User-Generated Content (UGC)
    • Before & After visuals
    • Customer testimonials
    • Static creatives

  7. Key Insight

    UGC creatives delivered the strongest performance and were the primary driver of scalable growth.

Results

Within about seven weeks, the store’s core non-brand searches climbed (Google Search Console, 28 days in Jul/Aug vs 28 days in Sep/Oct 2026):

  • “Hair cream”: #12.9 → #4.2, with twice the impressions
  • “Anti hair fall oil”: #9.7 → #3.6
  • “Hair regrowth spray”: #9.2 → #3.6
  • “Which oil is best for hair fall”: #7.3 → #2.8
  • “Best hair oil”: about 4x the clicks, now at #3.7
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Key Insights

  • Answers hidden in product page tabs are invisible to most search snippets and AI feeds
  • Rewriting around the phrases a page already ranks for protected rankings while lifting them
  • Accurate, checked claims are what get a brand quoted by AI assistants
  • Answer-first pages moved searches from page two into the top five within weeks

Conclusion

By moving the answers shoppers look for to where Google and AI assistants can read them, we turned pages sitting on page two into top five results in about seven weeks.

This shows that search growth doesn’t always need more pages, just better answers on the pages you already have.

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