TryHard: two product ranges needed two search strategies
Swimwear and Dead Sea mineral skincare shared one store, but their buyers did not share one journey. The project organised technical and content priorities around both.
Based on a published Pearl Lemon project report
Project file / delivered work
Reported improvements in retail search visibility
Project outcome as documented by the Pearl Lemon Group
Project outcome / what changed
Reported improvements in retail search visibility
Swimwear and Dead Sea mineral skincare shared one store, but their buyers did not share one journey. The project organised technical and content priorities around both.
Metrics, where shown, are attributed to the original Pearl Lemon report. Source and methodology are linked below.
Search strategy
From business positioning to useful discovery.
This is an editorial map of the decisions discussed in the project account, not a claimed conversion funnel or newly measured result.
- 01
Understand the buyer
Clarify the commercial challenge and the people it affects.
- 02
Make the service clear
Focus the work on changes that the team can deliver.
- 03
Measure useful outcomes
Separate reported progress from qualified enquiries and revenue.
Where the project began
One store, two different buying decisions
TryHard sold seasonal swimwear alongside mineral skincare. Paid acquisition created a reason to develop organic discovery, but those categories had different buying questions and demand patterns.
A shopper looking for swimwear is making a different decision from someone researching mineral skincare. Putting both product lines on one storefront does not mean they should share identical category copy, supporting content or search targets.
Missing on-page elements and opportunities in collection pages gave the team concrete work to prioritise. A single generic content strategy would have blurred the two ranges.
What the team worked on
Collection foundations and category-specific planning
The project divided the work by product family. Pearl Lemon reviewed duplication, metadata, images, collections and internal linking, and planned category questions and supporting content suited to each range. Some recommendations were proposed rather than confirmed as deployed, so they should not be presented as completed changes.
The three-month project covered duplication checks, metadata, image descriptions, collection structure and internal links. The account also describes category FAQs, a content calendar and approved historical link activity.
What the record shows
A more focused route to organic discovery
The historical account records positive search signals but no full organic-order series. That leaves a clear commercial question: did buyers of swimwear and skincare find the relevant collections and purchase? Separating those journeys would make the next measurement far more useful than a single store-wide traffic number.
Sources and next priorities
For a similar business
Where I would start on your website
Bring qualified, non-paid discovery to two very different Shopify product groups.
- 1Audit collection, product, variant and filtered URLs for duplication and inappropriate indexation, without harming product selection.
- 2Build separate intent maps for seasonal swimwear and mineral skincare; improve collection copy, product FAQs and internal links with accurate product information.
- 3Sequence content and testing against seasonal peaks, and confirm which calendar recommendations actually reached production.
How to measure commercial progress
Compare like-season organic product/collection entries, add-to-cart rates and orders by category; keep PPC-influenced conversions separate.
Your first decision
Did organic growth reduce paid acquisition dependence or simply coincide with the seasonal product cycle?
Methodology and original source →
Pearl Lemon report published March 2026. Read the original account
How to read the results
The original narrative reports ranking and visibility improvement during a three-month project but does not isolate seasonal demand, paid media effects or actual organic sales.
What better measurement could reveal
A same-season, year-on-year organic landing-page cohort and Shopify order attribution would make the claimed commercial impact testable.
About the evidence and attribution
This account draws on a historically published Pearl Lemon Group case study. Performance figures are reported by their original source and may use third-party ranking or traffic estimates. They are not presented as an independent financial audit. Work was delivered across the Pearl Lemon team and should not be interpreted as solely personally executed by Deepak.