Fixing a broken content strategy and turning genuine article refreshes into real ranking gains for the beauty content platform.

A beauty content platform publishing skincare, makeup and haircare advice at scale.

When D&B took over, the previous SEO vendor had been quietly re-publishing years-old articles under new dates and billing them as fresh content, rather than genuinely improving anything — a shortcut that was inflating invoices without moving a single ranking.

Rather than scrap and rewrite everything from scratch, the team audited the existing article library and genuinely refreshed what was already ranking-relevant, paired with a digital PR programme placing guest content on high-authority beauty and lifestyle sites (domain authority in the 55–72 range) to rebuild the site's link and authority profile the right way.

Within the months that followed, the refresh-first approach proved itself out: Domain Authority climbed from 46 to 49, priority keywords in the top 10 grew from 29 to 43 and in the top 30 from 52 to 94, and organic traffic across the digital PR window rose 41%. In December alone, organic sessions were up 14.75% month over month, with individual content hubs like hair, skin and makeup each growing 15–17% in a single month. On a site with traffic already in the hundreds of thousands per month, gains like these translate into genuinely enormous absolute growth — strong enough that the parent company went on to bring D&B onto several more of its brands off the back of this one.