This $10B Brand Lost 23% of Its SEO Traffic. Then We Did This

Copy our best-performing AI Search strategies 👉    • COPY The BEST AI Search Optimisation (AI S...   Try Semrush for FREE: https://thankyouninjas.com ==================== If your SEO traffic has dropped and you're not sure why, this video breaks down the exact process we used to diagnose and reverse a 23.5% year-on-year decline for a $10 billion-plus beauty brand. Clicks were down. Impressions were falling. Rankings were slipping. Sound familiar? After the audit and implementation, the brand saw organic traffic up 27% year-on-year, average rankings improved by 2.7 positions, and AI Overview visibility more than doubled, from 45 search terms to 110. Here's what we did. STEP 1 — FIX THE TECHNICAL SEO FOUNDATIONS When organic search traffic has dropped, rule out technical issues first. If search engines can't properly crawl and index your site, nothing else you do will work. For this brand, we found 349 duplicate page titles, 219 duplicate content issues, 195 pages with no internal links, and 188 hreflang errors. Fixing these pushed site health from 64/100 to 72/100 within months. You can use a combination of Screaming Frog, Semrush, and Google Search Console to look for crawl errors, broken redirects, duplicate pages, blocked URLs, broken internal links, and missing canonical tags. STEP 2 — AUDIT YOUR ON-PAGE SEO SIGNALS Next, check the signals that tell search engines what each page is about. For this brand, we found: 201 missing meta descriptions 136 pages with no H1 tag 1,500 images missing alt text 256 metadata errors. Individually minor. At scale, they compound — and they contribute to the kind of gradual organic search traffic drop that's hard to explain without digging in. STEP 3 — ALIGN CONTENT WITH SEARCH INTENT This is where many brands quietly bleed SEO traffic. If your content doesn't match what users actually want, Google will quietly deprioritise your pages — even if the keyword is on the page. Common culprits: commercial keywords pointing to blog posts instead of product pages, high-impression pages with terrible CTR, important keywords with no dedicated pages, and pages stuck between positions 8 and 20. Map all of this to topic clusters, prioritised by commercial value and intent gap. STEP 4 — OPTIMISE FOR AI SEARCH VISIBILITY AI Overviews, ChatGPT, Perplexity, and Gemini are intercepting queries that used to send users straight to your website, which is a significant reason SEO traffic has dropped across so many industries. But appearing in AI results is achievable. AI tools use query fan-out, running multiple background searches to answer a single question. Cover your core topics from every angle, add schema markup, tighten page structure, and use clear Q&A sections. This brand grew from 45 AI Overview appearances to 110 by doing exactly this. If your organic search traffic has dropped, run through these four steps before assuming the outside world is entirely to blame. There are almost always fixable issues making things worse. For a free second opinion on your site's SEO performance, request a free digital marketing review at https://exposureninja.com/review. Download the Beauty in AI Search report: https://exposureninja.com/beauty-ai-s... LISTEN TO THIS AS A PODCAST INSTEAD Spotify: https://open.spotify.com/episode/5XwX... Apple: https://podcasts.apple.com/gb/podcast... READ THE DETAILS https://exposureninja.com/podcast/378/ EXPLORE THE CASE STUDY https://exposureninja.com/our-work/gl... TIMESTAMPS 00:00 — Why SEO Traffic Is Dropping Right Now 00:27 — The $10 Billion Brand Case Study 01:23 — Step 1: Technical SEO Foundations 06:02 — Step 2: On-Page SEO Signals 07:47 — Step 3: Content and Search Intent 12:53 — Step 4: Optimising for AI Search 19:07 — Results and What to Do Next ==================== Exposure Ninja is an award-winning search marketing agency specialising in AI Search, SEO, and PPC. We grow B2B and B2C brands into industry leaders in search. Proudly B Corp Certified. Request a review of your website and marketing 👉 https://exposureninja.com/review/ Follow Exposure Ninja   / exposureninja     / exposureninja     / exposureninja     / exposureninja   ==================== Recorded by: Tim Cameron-Kitchen Edited by: DirekVim Thumbnail by: Dale Davies Produced by: Dale Davies and Tim Cameron-Kitchen *Disclaimer: Exposure Ninja may get a commission through the marked links above, at no cost to you #ExposureNinja #SEO