- SEO
- E-Commerce SEO
- Content Strategy
- Technical SEO
BurBur
2x organic traffic in 90 days — through a full domain migration
- Industry
- Natural haircare — D2C e-commerce
- Hero product
- Burdock oil for hair growth & scalp health
- Category
- Competing with beauty giants on 50K-volume terms
- Engagement
- January 2025 — ongoing
The Challenge
BurBur is a direct-to-consumer haircare brand built around burdock oil — a hero ingredient with a devoted following and real search demand. The category around it is brutal: hair-growth and hair-oil terms pull tens of thousands of searches a month, and the first page belongs to beauty conglomerates, marketplaces, and publishers.
On top of the competitive picture, the brand was consolidating onto a new domain — the kind of move that makes organic performance fragile at exactly the moment it needs to grow. The opportunity: use the migration as a fresh technical foundation, and own the ingredient category the giants weren't defending.
The Strategy
Migrate without losing ground
Full 301 mapping, content parity checks, and crawl monitoring through the domain move — the traffic didn't just survive the migration, it doubled within 90 days of it.
Own the hero ingredient first
Nobody outranks a burdock-oil brand on burdock-oil queries — unless the content isn't there. We built the definitive pages for every burdock-oil question and use case, and took the category's top positions.
Fix the e-commerce foundations
Collection architecture, product schema, and site performance tuned so product and collection pages could rank for commercial terms, not just blog posts for informational ones.
Expand outward from the moat
With the ingredient category won, the same playbook extended to brushes, scalp treatments, and routine content — 300 keywords now tracked across the category.
Organic traffic doubled inside 90 days — through a full domain migration — and BurBur now owns the top of its hero-ingredient category.
The Results
(GA4 and SEMrush, September 2024 – June 2026)
The riskiest quarter in SEO — a domain migration — became the best quarter the brand had ever had. Traffic doubled against the pre-engagement baseline within 90 days, and the hero-ingredient category is now BurBur's: the brand ranks #1 for burdock oil and nearly every high-intent variation of it.
- 2x
- Organic traffic
- 13
- Keywords at #1
- 6.6x
- Keyword footprint
- #1
- Hero category
within 90 days of kickoff
up from zero tracked
vs. pre-migration domain
burdock oil & variations
Source: GA4, organic search channel — fall 2024 baseline average = 100
TKX engagement + domain migration
The hero-ingredient category, taken
SEMrush position tracking, March 2025 → July 2026
| Keyword | Before | After |
|---|---|---|
| burdock oil | #21 | #1 |
| burdock oil for hair | #15 | #1 |
| burdock root oil | #33 | #1 |
| burdock oil benefits | #12 | #1 |
| burdock oil for hair growth | Unranked | #1 |
| derma roller and hair oil | #43 | #1 |
| best oil to use with derma roller for hair growth | Unranked | #1 |
| mermaid hair brush | Unranked | #3 |
Before and after
| Metric | Before | After |
|---|---|---|
| Organic traffic (first 90 days) | Baseline (fall 2024) | 2x |
| Keywords ranking #1 | 0 tracked | 13 |
| Keywords in top 3 | 0 | 16 |
| Total organic keyword footprint | Baseline | 6.6x |
| Domain migration | The risk | Completed with growth, not loss |
How it unfolded
Jan 2025
Engagement begins alongside the domain migration — 301 map, parity audit, and technical foundation ship together.
First 90 days
Organic traffic doubles against the fall baseline. The migration costs nothing and the new domain starts compounding.
Mid 2025
Burdock-oil content moat ships; the category's core terms climb into the top 3.
Early 2026
Keyword footprint reaches 6.6x the pre-migration level; 13 tracked terms hold #1.
Why it worked
A migration is a chance to get the foundation right. Handled properly — full redirect map, parity audit, crawl monitoring — a domain move isn't a setback to recover from. BurBur's growth started the same quarter the domain changed.
Don't fight giants on their terms; own yours. BurBur can't outspend the conglomerates on "hair growth products" — yet. But on the hero-ingredient queries where the brand has genuine authority, #1 was winnable in months. Moats first, then expansion.
E-commerce SEO is product pages, not just blog posts. Schema, collection architecture, and performance work let commercial pages rank for commercial queries — traffic that adds to carts, not just pageviews.
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