SEO Audit Reverses Organic Decline for Global Skincare Company, Driving 27% Traffic Growth
YoY growth in organic traffic
growth in AI Overviews visibility
average ranking improvement
The Challenge
Organic performance had been declining across rankings, clicks, and search visibility. Technical issues, duplicate metadata, and inconsistent structured data were weakening ranking signals and making it harder for search engines and AI platforms to understand the site.
To diagnose the problem and identify the highest-impact opportunities, the global skincare brand partnered with Exposure Ninja for a comprehensive Search Engine Optimisation (SEO) Audit. This uncovered the technical, on-page, and structural issues limiting organic growth.
The Business
A global consumer goods company known for its skincare and personal care brands. Its website supports brand discovery and investor education across multiple markets.
The Goal
The SEO Audit focused on identifying and resolving high-impact issues first, stabilising organic performance, and creating a stronger foundation for long-term search growth.
The Strategy
Step 1: Strengthen Technical SEO
Following the SEO Audit, we prioritised technical SEO fixes that were weakening crawlability, indexation, and ranking signals. This included resolving redirect chains, duplicate titles, hreflang issues, and pages with no internal links. These improvements helped search engines crawl the site more efficiently and better understand priority pages.
Step 2: Improve On-Page SEO Signals
We optimised metadata and on-page elements across key commercial and high-traffic pages. Duplicate or missing meta descriptions, H1 tags, and alt text were resolved to improve clarity and consistency. This strengthened keyword targeting and improved how pages appeared in search results.
Step 3: Guide Content Strategy
Alongside implementation, strategic content marketing consultancy was provided to support long-term content performance. This included keyword insights, recommendations for page structure, and identifying topic opportunities. The aim was to align future content with search intent and support sustainable organic growth.
Step 4: Optimise for AI Search
We also optimised the site for emerging AI Search results. Select schema markup was implemented and validated across eligible pages to improve machine readability. This helped increase eligibility for rich results and Google’s AI Overviews.
The Results
Result 1:
The SEO Audit halted the site’s organic decline and laid the foundation for recovery. By December, organic sessions increased 27% year-on-year (YoY), rising from 54.2k to 69.1k. Site health also increased from 64 to 72, reflecting a significantly stronger technical SEO foundation. This reflected improved rankings and stronger search visibility across priority pages.
Result 2:
The number of keywords triggering AI Overview results featuring the site grew from 53 to 95 during the project, later reaching 110 by early January. This 2× growth outperformed the overall expansion of AI Overviews across search results.
Result 3:
Keyword rankings stabilised and began improving after the technical fixes and on-page optimisations were implemented. By the end of the project, the site’s average ranking position improved by +2.7 positions YoY. This upward movement also contributed to increased impressions and traffic growth.
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