OUR STRATEGY

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.