Piercing their way to the top
How we helped SkinKandy maximise the value of a long-term SEO strategy.
SEO Case Study | 2023 – 2025
125%
boost in top 3 rankings
800%
ROAS surge—revenue unlocked!
161%
growth in bookings via blog content
Overview
Precision is everything
And no one understands precision quite like SkinKandy, Australia’s favourite body piercing brand. With 40 stores (at the time) and a strong reputation, they needed the same precision in their search strategy to scale their online success.
The challenge
A visibility gap was limiting online growth
SkinKandy wasn’t showing up in search results where it mattered most online. Many of their Google Business Profile listings were falling short, with some locations averaging just 64% share of local voice. High-value keywords barely made a dent in search results, appearing only 10% of the time.
Their paid search wasn’t pulling its weight either—ad spend was high, but bookings were low. And with 90% of business coming from in-store piercings, underperforming store pages meant missed revenue.
SkinKandy didn’t just need more traffic. They needed better visibility, smarter targeting, and a strategy built around action. That’s where we came in.
The solution
A data-driven, long-term strategy
Fixing SkinKandy’s search visibility wasn’t about quick wins—it was about building a sustainable strategy that would support long-term growth.
That meant deep technical expertise, meticulous execution and a clear roadmap for ongoing optimisation.
Our strategy focused on sustainable growth: testing, refining and improving over time. Short terms wins were a bonus.
SEO & local search: owning the Google Map Pack
Our top priority was improving SkinKandy’s visibility in local search, especially the ‘map pack’ results. We audited all 50+ store listings, identifying inconsistencies, then implemented structured data, refined category targeting, and optimised each Google Business Profile.
Paid search overhaul: smarter budget, higher conversions
SkinKandy’s old campaigns were wasting spend on low-intent clicks. So we rebuilt the account with high-converting keywords, sharper ad copy, and a data-led bidding strategy that boosted ROI and cut wasted budget.
As the results rolled in, SkinKandy’s digital presence finally matched the scale of its expanding retail footprint.
The results
From invisible to unmissable
125% surge in top 3 rankings
800% ROAS boost
When we started working with SkinKandy, they had 40 stores. Today, they operate more than 80 across Australia—and we’re proud to have played a role in that growth.
Over three years of collaboration, our strategic search marketing approach delivered lasting impact. By turning search into a high-performing acquisition channel, we helped skyrocket their rankings and establish organic and paid search as one of SkinKandy’s most effective growth levers.
Here’s a quick snapshot of the last two years – February 2023 to January 2025
Paid search: a complete turnaround
Google Ads ROAS skyrocketed from negative to consistently above 800%, proving that a refined paid strategy delivers real ROI.
SEO: visibility that converts
What started as a visibility challenge has turned into a major success story. By making SkinKandy more discoverable at every stage of the search journey, we’ve helped drive real-world revenue and long-term digital visibility.
800%
ROAS boost—cha ching! (Google Ads)
125%
surge in top 3 rankings, from 965 to 2180 (Semrush)
188%
surge in organic sessions to blog content (GA4)
161%
growth in bookings via blog content (GA4)
108%
increase in non-branded search traffic, growing from 19.4k to 40.4k (Semrush)
9%
increase in organic sessions to store pages year-over-year (GA4)
“Searcht has been an instrumental partner in SkinKandy’s meteoric rise. They’ve driven enormous growth at a local store level with improvements seen across our whole portfolio of stores nationwide. They’ve reduced our CPA by two thirds and we have seen our ROAS improve significantly. The investment we have made with Searcht has paid back 20x what we put in, they are worth every cent. There is no doubt their role in us becoming the world’s largest piercing retailer is significant, meaningful, and worthwhile.”
Jed Carey
Former Global Head of Marketing, SkinKandy
Start with strategy. Start with Searcht.
Book a free 20-minute call or 10-minute audit to start improving your SEO today.