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

The Problem

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 Strategy

1. 01Started with a full search and AI commerce audit, using the store's own Shopify and Google Search Console data. Every finding was tagged as observed, supported or hypothesis, so the plan was built on data, not guesses
2. 02Found that 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
3. 03Rewrote key product pages with answer-first descriptions and new FAQs, written from real customer questions, keeping every phrase each page already ranked for
4. 04Checked every claim against the product, cutting 25 unsupported claims before anything went live
5. 05Categorised every bundle and completed hair type, gender and ingredient attributes for AI shopping feeds
6. 06Refreshed nine older blog posts and published new guides that link back to the right products

The Results