Flawless Body SEO Case Study
Background
Flawless Body has been a trusted name in skincare and cosmeceutical products for many years. Based in Stamford and part of the Flawless Beauty Group, they have built a loyal customer base by stocking genuine, high quality products and offering great service. We have worked together for a long time, and this case study focuses on what happened over the last year.
The Challenge
Search has changed a lot recently and AI results are now a big part of how customers find information. Long-tail, conversational content is more useful than ever and FAQs are a great way to achieve this.
The site also had a few technical issues holding the site health score back.
The goal for 2025 was therefore simple:
Make the site as strong as possible for traditional SEO while also preparing it for the way AI tools read and recommend content. Nothing flashy, just steady improvements that move the needle.
What We Did
A big focus this year was FAQs. Customers ask a huge range of questions about skincare and ingredients, and those questions also help AI tools understand the site. We added and expanded FAQs across key categories, keeping answers clear and direct so both people and AI systems could use them.
We also gave the blog a tidy up. Older duplicated posts were merged or removed, and new posts were written as deeper versions of the FAQs. This meant the site had quick answers on product pages, and longer guidance in the blog. It also helped with internal linking, since everything connected in a more natural way.
On the technical side, most of the long standing issues were fixed. The site became easier to crawl, easier to understand and generally faster and cleaner. That set a good foundation going into peak season.
The Results
A Big November in 2025
All of this work built up month by month. Organic traffic stayed strong throughout the year, but November really stood out. Organic sessions hit an all time high and grew 23% compared to November 2024. The timing is exactly what you want. Better content, better structure and a much healthier site coming into the busiest sales month.
AI Traffic Takes Off
The other major shift has been AI referrals. Over the last three months, traffic coming from AI tools has grown by 212% compared to the previous three months. This lines up perfectly with the FAQ strategy. The clearer the answers, the more AI tools reference the site. That early growth shows how valuable this channel is becoming.
Where This Leaves Flawless Body
Traditional SEO is performing well, AI referrals are rising fast and the technical side of the site is the strongest it has been in years. The two parts of the strategy work together too. Improving the information on the site helps Google, but also helps AI models understand and recommend it. Flawless Body is in a great position heading into the next year, both for search as we know it and for the future of AI powered discovery.