Case Study
Lumen Skin
Direct-to-consumer skincare
Industry: E-commerce | Time Window: 6 months
1. Context and Challenge
Strong paid traffic, weak non-branded organic growth.
2. Baseline Metrics
Monthly organic clicks
18,400
Non-branded revenue share
19%
Top 3 category keywords
11
3. Actions Taken
- Created ingredient and routine hub pages with expert-style structure.
- Added internal linking maps from education to product pages.
- Shipped review-backed case content for category intent terms.
- Executed monthly digital PR backlinks in beauty media.
4. Results Dashboard
+78%
Organic clicks
19% -> 34%
Non-branded revenue share
11 -> 27
Top 3 category keywords
-18%
New customer CAC
5. Why It Worked
- Educational content matched informational and commercial intent stages.
- Topical depth improved rankings for broad and long-tail terms.
- Link authority stabilized rankings in competitive product categories.