Introduction

For an ecommerce business, ranking for its own brand name is only one part of search visibility. The bigger opportunity is often reaching people who have never heard of the brand but are already searching for products, solutions, or information related to what the business sells.

This was an important challenge for Top Secret Studio, a Singapore-based haircare and beauty retailer. Rankpage Singapore helped it strengthen its ecommerce presence, expand beyond branded searches, and compete for commercially valuable haircare queries.

Over time, the strategy combined technical SEO, content optimisation, ecommerce SEO, local SEO, product page optimisation, and newer AI search approaches. According to Rankpage's published case study, the business achieved 122% growth in website sales from 2023 to 2025, alongside a 479% increase in organic leads and 512% growth in non-branded clicks.

The Client's Business and Growth Challenge

Top Secret Studio operates in Singapore's haircare and beauty market, selling professional haircare, scalp treatment, and beauty products through its online store and physical outlets.

The business already carried well-known brands such as L'Oréal Professionnel, Tsubaki, and Kérastase. However, a large part of its organic visibility came from people who were already searching for Top Secret Studio or specific product brands.

That created a clear growth opportunity.

Instead of relying heavily on existing brand awareness, the business needed to reach potential customers earlier in their buying journey, including people searching for hair concerns, product categories, treatments, and practical haircare advice.

The challenge was therefore not simply to generate more traffic. It was to attract more relevant, non-branded searches and turn that visibility into enquiries and sales.

Why Organic Visibility Mattered

Search behaviour is particularly important for ecommerce businesses because potential customers often research a problem before deciding what to buy.

Someone experiencing an oily scalp, damaged hair, frizz, or colour-treated hair may not begin by searching for a particular retailer. They may start with a question or product-related search.

For Top Secret Studio, appearing during these earlier stages created opportunities to introduce the brand to shoppers who were not already familiar with it.

Rankpage's approach focused on connecting different types of searches with appropriate pages rather than trying to use the same page for every keyword.

For example:

• Product searches could lead to product pages.
• Commercial category searches could lead to category pages.
• Informational questions could lead to educational guides.
• Haircare concerns could lead to relevant advice and product recommendations.

This created a clearer path from search discovery to product consideration.

The SEO Challenges

Top Secret Studio faced several challenges that limited its organic growth.

One was its dependence on branded searches. The website had visibility, but much of that visibility came from people who already knew the company or the brands it sold.

There were also content gaps around common hair and scalp concerns.

In addition, some ecommerce pages had thin or repetitive product descriptions, limited internal linking, and insufficient information to help search engines and customers understand the products.

The website also faced technical issues following its move to Shopify, including domain-linking problems and other ecommerce SEO concerns.

Rankpage's technical review identified issues involving product variations, filtered pages, discontinued URLs, and broken internal links. The published case study reports that Rankpage consolidated 214 duplicate or low-value URLs, redirected 67 discontinued product pages, fixed 143 broken internal links, and added structured data to 190 commercial pages.

Building Stronger Search Visibility

The strategy began by understanding how people searched for haircare products and concerns in Singapore.

Rankpage's published case study says its SERP-DT methodology analysed more than 2,400 Singapore-based haircare keywords and grouped them into 18 priority topic clusters. These included areas such as scalp care, hair loss, damage repair, colour protection, frizz control, and professional haircare.

Rather than treating every keyword in the same way, the strategy considered search intent and the type of page that was most appropriate for the query.

For example, a search for a professional shampoo could be directed towards a category page, while a question about using a hair mask could be better served by an educational article.

This approach helped create a more organised search strategy in which different pages had clearly defined purposes.

Improving Non-Branded Organic Traffic

Reducing dependence on branded searches was one of the central objectives.

A business can have strong traffic numbers but still have limited reach if most visitors already know the brand. Non-branded searches provide an opportunity to reach new audiences who are discovering a business for the first time.

Rankpage developed content around common customer concerns and created a stronger topical ecosystem around haircare.

The case study reports that Top Secret Studio achieved a 512% increase in non-branded clicks.

This type of growth is particularly valuable because it means the website is not relying solely on existing brand demand. It is becoming visible for searches connected to the wider problems and products that potential customers are researching.

Ecommerce and Conversion-Focused Optimisation

Improving rankings was only one part of the strategy.

For an ecommerce business, the ultimate value of increased visibility comes from what happens after a visitor reaches the website.

Rankpage worked on product and category pages to provide more useful information and create stronger connections between informational content and commercial pages.

The published case study describes improvements including product suitability information, usage instructions, hair and scalp guidance, relevant internal references, structured data, and FAQs.

The strategy also connected informational content with relevant products.

For example, a guide about damaged hair could lead a visitor towards a repair treatment category, followed by relevant hair masks or conditioners.

This creates a natural journey:

Problem → Information → Product Discovery → Purchase

Rankpage also reports that Top Secret Studio's organic conversion rate increased from approximately 1.9% to 4.3%.

Measuring SEO Beyond Rankings

A successful ecommerce SEO campaign cannot be judged by keyword positions alone.

Rankpage tracked commercial actions that could indicate stronger business performance, including:

• WhatsApp enquiries
• Product enquiries
• Contact form submissions
• Store-location actions
• Account registrations
• Checkout initiations
• Online purchases

This broader approach makes it easier to understand whether increased search visibility is actually contributing to the business.

Local search was also part of the strategy. Rankpage worked on the Google Business Profiles of seven Top Secret Studio locations, aligning them with relevant local searches involving products, services, and locations.

For a retailer with physical stores as well as an ecommerce operation, this helped connect online discovery with offline customer actions.

From SEO Investment to Business Results

The campaign was not built around a sudden traffic spike.

Instead, the results developed through continued optimisation and adjustments over several years.

Rankpage began supporting Top Secret Studio in 2020, and the company describes the relationship as a long-term partnership. The case study quotes Jack, Regional Manager of Dry Cut Group, as saying that sales increased and grew over the years while Rankpage continued helping with technical and ecommerce challenges.

The results reported by Rankpage include:

• 122% increase in website sales from 2023 to 2025
• 479% increase in organic leads
• 512% increase in non-branded clicks
• 89% increase in valid indexed commercial pages
• 1.6-second reduction in average mobile loading time

These figures illustrate an important point about SEO: the value of a campaign is not limited to ranking higher for individual keywords. Technical improvements, broader search visibility, stronger content, better product pages, and improved conversion paths can work together to support commercial growth.

What Businesses Should Consider When Evaluating SEO Singapore Price

When businesses research SEO Singapore price, a case study like Top Secret Studio's can provide useful context.

The cost of SEO should not be evaluated only by the number of keywords or monthly deliverables included in a package. Businesses should also consider the complexity of the work required and how closely the strategy connects to commercial objectives.

For an ecommerce business, this might include technical optimisation, product page improvements, content development, internal linking, authority building, local SEO, conversion optimisation, and ongoing measurement.

A lower-cost package may be suitable for a business with simple requirements, while a larger ecommerce website with technical issues and strong competition may require a broader strategy.

The important question is not simply how much SEO costs. It is what the investment is designed to achieve and what work is required to get there.

Key Takeaways

Top Secret Studio's experience highlights several lessons that can apply to other ecommerce businesses.

Look Beyond Branded Searches

A strong brand presence is useful, but businesses should also build visibility around the problems, products, and questions their potential customers search for.

Match Content to Search Intent

Different searches require different types of pages. Product searches, commercial category searches, and informational questions should not necessarily be handled in the same way.

Fix Technical Problems

Technical issues can limit the performance of otherwise valuable content and commercial pages. Addressing them can create a stronger foundation for future growth.

Connect Traffic With Conversions

More organic visitors are useful only when they contribute to meaningful business outcomes. Product enquiries, purchases, registrations, and other commercial actions provide a clearer picture of SEO performance.

Think Long Term

The Top Secret Studio campaign demonstrates the value of consistent optimisation over time. SEO growth does not always happen through one major change. It can come from many improvements working together over a sustained period.

Conclusion

Top Secret Studio's SEO journey shows how a long-term search strategy can extend beyond traditional keyword rankings.

By addressing technical issues, expanding non-branded visibility, improving ecommerce pages, creating useful content, strengthening local search presence, and connecting search traffic with commercial actions, Rankpage helped the Singapore retailer build a broader organic growth strategy.

The reported 122% increase in website sales between 2023 and 2025 is particularly relevant for ecommerce businesses because it demonstrates the importance of measuring SEO against business outcomes rather than rankings alone.

For businesses considering SEO, the main lesson is straightforward: the right strategy should not only help people find your website. It should help the right people discover your business, understand what you offer, and move closer to becoming customers.