Many beauty brands with strong sales are missing out on even more revenue due to inadequate search engine optimization (SEO). Today, we're examining a hair care brand, Pilator, to see how they can enhance their SEO and attract more customers from Google.

What is Pilator?

Pilator is a hair care brand started by two friends in Colorado. They sell products for both men and women.

Current SEO Strategy

Let's break down Pilator's current SEO strategy into four parts:

• Product page optimization

• Collection page strategy

• Blog content strategy

• Link building

Current Website Performance

Pilator's website has an authority score of 24 and receives approximately 21,100 visitors per month from around the world. In the United States, they get about 13,900 visitors per month.

When we look at the keywords that bring people to their site, most of them are related to the brand name, "Highland" or "Highland Style." If we remove all the branded keywords, they receive approximately 1,500 visitors per month from other search terms.

Most of their top-performing pages are blog posts, not product or collection pages. To increase revenue through SEO, they need to prioritize ranking their product and collection pages higher in search engine results.

Product Page Optimization

The first thing to consider is how Pilator can enhance its product pages.

Targeting Keywords:

Pilator should find the right keywords for each product page. For example, for their Glacial Cream, they could target the keyword "hair cream."

Optimizing Titles and Descriptions:

Their current title for Glacial Cream is "Glacial Cream - Best Natural Science-Backed Hair Styling Cream." To improve this, they could change it to "Glacial Hair Cream | Best Natural Science-Backed Hair Styling Cream." Adding "hair cream" to the title can help them rank higher for that keyword.

In the description, they should also use the term "hair cream" more often.

Internal Linking:

When linking to the Glacial Cream page from other pages on their site, they should use the anchor text "hair cream" instead of just "Glacial Cream."

Example: The Wash (Shampoo Alternative)

Pilator recently launched a shampoo called "The Wash." They should optimize this page with keywords like "all-natural shampoo" or "men's all-natural shampoo." These keywords receive a high volume of monthly searches and are not too difficult to rank for.

Potential Traffic:

If Pilator were to rank number one for "hair cream" and "all-natural shampoo," they could potentially attract about 3,211 more visitors per month. This increase in traffic could translate to approximately $5,100 in additional monthly revenue, a promising outcome for the business.

Think About New Products

Adding a sea salt spray could boost sales. The search volume for "sea salt spray" is 50,000 a month. This product could also get people to buy more bundles.

Collection Page Strategy

Pilator can also create collection pages to target different types of customers and use cases.

Types of Collection Pages:

• Hair Type: Curly hair, straight hair, thick hair, thin hair

• Gender: Men's hair care, women's hair care

• Ingredients: Natural hair care, organic hair care

They can sell the same three products (shampoo, glacial cream, and clay pomade) in each collection. The product pages will stay the same, but the collection pages will act like different ads for the same products.

Keywords:

Some keywords to target for collection pages include:

• Curly hair products

• Low porosity hair products

• Wavy hair products

By creating these collection pages and ranking for these keywords, Pilator could get about 23,200 more visitors per month.

Segmenting Products by Gender

Creating separate marketing and product pages for men and women may be a worthwhile approach.

Blog Content Strategy

Pilator's blog is already driving some traffic, but there's room for improvement. By strategically implementing internal linking and creating content clusters around each product type, use case, hair type, and ingredient, Pilator can significantly enhance its SEO performance.

Internal Linking:

The first internal link within a blog post carries significant weight in terms of SEO. Pilator should ensure that this link directs readers to a product or collection page, thereby boosting the visibility and ranking of these key pages.

Blog Content Clusters:

Pilator can create different clusters of blog content around each product type, use case, hair type, and ingredient. This will give them a steady stream of blog content to publish.

Competitor Content:

Pilator can also create content that compares their products to those of competitors. This can help them attract customers who are searching for those competitors.

Some blog ideas:

• Highland vs. Suavecito

• Hanz de Fuko alternatives

• Men's hair care buying guide for 2025

Link Building

Pilator has been mentioned in many articles on high-authority websites. This gives them a strong backlink profile. They can use this to their advantage by building backlinks to their internal pages, such as collection pages and blog posts.

The Benefit of Branded Traffic

Pilator's substantial branded traffic is a significant advantage. It not only demonstrates the brand's trustworthiness to Google but also reassures the audience about the brand's current market standing.

Conclusion

By following these SEO tips, Pilator can increase traffic to their website and boost online sales. Focusing on product page optimization, collection page strategy, blog content, and link building can help them achieve a top Google ranking and attract more customers.

Want to boost your brand's online visibility and sales? Contact us today to discuss a custom SEO strategy.