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Alan Coleman, CEO
By implementing an AI-powered, conversion focused SEO-content strategy, Wolfgang helped Millies.ie achieve a 138% increase in organic revenue, overcoming fierce competition from global beauty retailers and boosting their visibility in a crowded search landscape.
Faced with limited visibility among organic search in Ireland, Millies was forced to increase investment in paid channels to gain traction in a highly competitive beauty eCommerce landscape.
However, as competition intensified, this approach drove up costs without delivering sustainable growth.
It became clear that it was time to explore alternative, more sustainable ways to drive traffic. To put Millies back on a growth path, we began laying the groundwork for a long-term SEO strategy - focused on attracting higher-quality traffic, increasing "add to cart" actions that lead to real revenue.
To champion an Irish-centric approach, we focused on leveraging Millies' existing on-site expertise. Our strategy honed in on the middle and bottom of the customer funnel, optimising for conversion. We developed mid-funnel content around skincare and beauty, directly aligning with user intent.
These "warm" users were already actively searching for high-interest, long-tail beauty queries. SEO content was the game-changer, with strategic internal linking to priority categories enabling us to capture valuable traffic through less competitive, yet high-volume, long-tail topics. This maximised visibility while minimising direct competition.
By pairing AI with Millies’ expertise, we built a unique, hybrid SEO engine that delivered high-quality content at scale.
We rolled out a hybrid content production model, merging AI with vital E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) contributions of Millies' in-store beauty pros.
At the heart of this model was a custom-built GPT. We specifically trained these bots on Wolfgang’s own bespoke best practices and ways of working, leveraging years of expertise built across the entire team. It also contained Google’s latest algorithm updates, and Millies’ unique brand voice. The GPT generated articles which were then refined by Millies’ team of beauty experts. Their daily customer interactions provided quick, practical insights that enriched the content.
Our AI-assisted workflow increased content production by 33%, which in turn enabled us to target more keywords and achieve our objectives.
We achieved a 58% year-on-year increase in sessions.
This increase in sessions converted into a 138% increase in organic revenue.
YoY Increase in Sessions
Organic Revenue
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