Challenges Faced by Top Secret Studio
Top Secret Studio already carried a broad range of professional haircare products from established brands such as L’Oréal Professionnel, Tsubaki and Kérastase, but much of its organic visibility depended on customers searching for the company or specific brands it stocked.
This left out conversion keywords or pain point based queries that lead to high conversions.
Branded Search Dependence
Most organic visibility came from customers already searching for Top Secret or the brands it stocked.
Impact: Limited reach among new shoppers searching by hair concern, product type or treatment need.
Low Visibility for Haircare Questions
Top Secret Studio had limited content targeting searches around oily scalp, damaged hair, frizz, coloured hair and scalp care.
Impact: The brand was often absent during the early research and comparison stage.
Under-Optimised Ecommerce Pages
Many category and product pages operated mainly as basic listings, with thin descriptions, repetitive copy, weak internal links and limited product guidance.
Impact: Search engines had less context, while users had fewer reasons to move from browsing to buying.
Limited AI Search Visibility
Top Secret Studio’s content was not consistently structured for citation across ChatGPT, Gemini, Perplexity and Google AI Overviews.
Impact: The brand had fewer opportunities to appear when users asked AI tools for haircare advice or product recommendations.
How Rankpage Rank “Hair Product Singapore” on Page One Within 12 Months.
Rankpage developed an integrated SEO strategy that connected traditional Google search with visibility across ChatGPT, Google AI Overviews, Gemini and Perplexity.
Our campaign focused on three priorities:
- Matching each search query with the most suitable page type
- Building Top Secret Studio’s authority around hair and scalp concerns
- Making its content easier for search engines and AI platforms to understand, reference and cite
Rankpage’s SERP-DT methodology analysed more than 2,400 Singapore-based haircare keywords.
The goal was not simply to target the keywords with the highest search volume, rather each query was assessed according to search intent and the type of page already performing well in Google.
Search Intent | Recommended Page Type |
Buy professional shampoo | Category page |
Buying guide | |
How often to use a hair mask | Educational article |
Hair treatment Singapore | Category or comparison page |
Specific brand or product search | Product page |
This analysis produced 18 priority topic clusters, including scalp care, hair loss, damage repair, colour protection, frizz control and professional haircare.
By ranking for high-intent keywords and question-based pain points, Top Secret Studio had dominated the following queries.
Rankpage’s strategy avoided forcing informational and commercial keywords onto the same page and allowed each page to target a specific buyer’s journey, thus reducing keyword cannibalization or any forms of internal competition among pages.
Boosting Top Secret Studio’s AI SEO with SERP-DT and RSE
Rankpage used its SERP-DT to improve how clearly Top Secret Studio’s pages communicated product relevance, expertise and brand relationships to AI and LLMS.
To put it simply, priority pages were updated with:
- Direct answers near the top of the page
- Clear product suitability information
- Usage instructions and recommended routines
- Explanations of common hair and scalp concerns
- Brand, ingredient and formulation context
- Relevant internal and external references
- Product and FAQ structured data
- Frequently asked questions based on search demand and People Also Asked (PAA)
This gave AI platforms clearer passages to extract, summarise and reference when answering haircare-related questions.
As a result, AI and LLMS sees Top Secret as the authoritative source for information and cite the website accordingly when queries are asked.
Strengthening AI Visibility Through Digital PR and RSE
Through Rankpage’s close partnership with PRESS.com.my, Top Secret Studio gained authoritative third-party mentions that strengthened its presence across search and AI-generated results.
Even when the brand did not hold the first organic position, PRESS content helped position the brand within relevant industry lists and editorial coverage.
In the example shown, Google’s AI Overview cited a PRESS article that included Top Secret among Singapore’s leading hair product stores.
Third-party citations helped Top Secret Studio appear in AI-generated results, even when its own page was not ranked first organically.
Building Haircare Authority
Rankpage also produced and optimised 36 haircare guides across a year based on common Singaporean concerns, including humidity, oily scalps, coloured hair and chemical damage.
Each article connected informational traffic with a relevant commercial journey.
For example:
Damaged hair guide → Repair treatment category → Hair mask → Complementary conditioner
This approach helped organic users move naturally from research to product discovery rather than reaching an isolated blog article with no clear next step.
Due to our planned topic cluster and topical ecosystem, we are still writing for Top Secret Studio to this day!
The Technical Ecommerce Improvements Rankpage made
A technical review uncovered crawl and indexation issues involving product variations, filtered pages and discontinued URLs.
Rankpage:
These improvements helped search engines focus on Top Secret Studio’s most commercially important pages while reducing wasted crawl activity.
How Did Rankpage Turn Visibility Into Leads and Sales?
For this campaign, organic leads included tracked commercial actions such as:
- WhatsApp enquiries
- Product enquiries
- Contact form submissions
- Store-location actions
- Account registrations
- Checkout initiations
- Online purchases
Calls to action were matched to page intent. Educational pages directed visitors towards relevant product categories, while product and category pages prioritised enquiries, add-to-cart actions and purchases.
The organic conversion rate increased from approximately 1.9% to 4.3%.
Improving GBP and Local SEO with GEO-intent Targeting
Rankpage also strengthened Top Secret Studio’s visibility across Google Maps and local search by optimising the Google Business Profiles for seven store locations.
Each profile was aligned with the way customers searched in its surrounding area, combining branded terms with location, product and service intent.
This included searches such as “hair products Singapore”, “beauty supplies”, “Kérastase Singapore”, “Orchard Gateway salon” and mall-specific queries.
Across five months, the seven profiles generated:
Top-five local visibility for “hair products Singapore” across multiple branches
As a result, each outlet became a stronger local discovery point, supporting store visits, calls, directions and product enquiries from customers searching close to purchase.
The Technical Ecommerce Improvements Rankpage made
A technical review uncovered crawl and indexation issues involving product variations, filtered pages and discontinued URLs.
Rankpage:
Dominate Search with Rankpage’s SEO Team
Ready to improve your visibility across traditional and AI search?
Contact Rankpage today to see how our AEO services, powered by our proprietary SERP-DT and RSE frameworks, turn organic rankings and AI citations into cold, hard revenue.
Regional Manager
Content Team Lead
SEO Team Lead and Google Ads Specialist
SEO Specialist
Content Specialist
10+ Years of Result Driven Professionalism