Launching a new business online is very different from improving an established website.
There is no historic search visibility to build on, no bank of existing content and no years of domain authority behind the brand. Everything has to be created from the ground up.
That was the position with The Skin Edit.
The Skin Edit is a new skin education brand created for therapists, skin professionals and aesthetics practitioners who want to strengthen their understanding of skin and make more informed treatment decisions.
For Outrank, however, the relationship behind the business was already well established.
We have worked with another business owned by The Skin Edit’s founder since 2022. When she decided to launch a completely new brand, she trusted us to build the website and help put the right foundations in place for long-term digital growth.
An Existing Relationship Built on Trust
Starting a new business involves many decisions, particularly regarding the website and how the brand will be marketed.
The founder of The Skin Edit already knew how we worked through our relationship with her existing company. She had seen our approach to SEO, communication and ongoing support first-hand.
That existing trust meant we could become involved in The Skin Edit from the beginning rather than being brought in after the website had already launched.
Our work so far has included:
- Website design and development
- Backlink building during development
- Local SEO support
- Search and competitor research
- Development of an in-depth SEO strategy
- Planning for future on-page optimisation and content
The main phase of on-page SEO is now beginning following the deployment of the new website.
Building a Website That Can Grow
The Skin Edit has a clear audience.
Its skin courses and educational resources are aimed at professionals who already work with skin but want to improve their knowledge, understand the science in more detail and feel more confident when making treatment decisions.
The website, therefore, needed to clearly explain the brand’s purpose while giving visitors an easy entry point to its courses and learning resources.
It also needed room to grow.
As new courses and educational materials are added, the website structure needs to support them without making it difficult to navigate or creating unnecessary overlap between pages.
Being involved in the development stage gave us the opportunity to consider these longer-term requirements rather than focusing solely on launch day.
SEO Support Before the Site Went Live
Although the majority of the on-page SEO campaign could not begin until the website was deployed, we did not have to wait until launch to support the business.
While development was taking place, we carried out backlink activity and local SEO work.
For a new domain, this early groundwork can be useful. There is no existing authority to rely on, so building relevant external signals gradually forms part of the wider SEO campaign.
It also meant The Skin Edit did not go live with SEO starting from zero.
Some of the supporting work was already underway by the time the new site was launched.
Why We Did Not Rush the On-Page Work
The website was still changing throughout development.
Pages were being created, content was being refined, and the final structure was still taking shape.
Carrying out extensive on-page optimisation too early would have meant repeatedly working on pages that could then change again.
Instead, we concentrated on getting the website built and deployed properly first.
Now that the finished site is live, we can optimise from a much stronger position. We can work from the actual structure, review how the pages connect and make decisions based on the final website rather than a temporary development version.
Creating the SEO Strategy
With the website now live, the next phase is focused on building organic visibility.
Our SEO strategy gives us a clear order of work and helps ensure that future activity supports the business’s real goals.
The strategy considers:
- Priority commercial and educational searches
- Existing pages that can be strengthened
- Content gaps and new page opportunities
- Internal linking between courses and educational content
- Topical relevance around skin education
- Continued backlink and authority building
- Opportunities identified through search data
The aim is not to create pages simply because keywords have search volume.
Every recommendation needs a clear purpose and a connection to The Skin Edit’s audience, services or commercial goals.
Using Education to Support Organic Growth
There is a natural relationship between The Skin Edit and search.
Therapists and aesthetics professionals regularly research skin conditions, treatment approaches, ingredients, skin biology and client concerns.
That creates a strong opportunity for useful educational content.
The important part is keeping that content connected to the business.
A future article might answer a common practitioner question before directing readers towards a relevant course. Another could strengthen the website’s authority around a topic already covered within The Skin Edit’s training.
Over time, this allows the site to build wider topical relevance without publishing disconnected content simply for traffic.
The Launch Is the Starting Point
This is still an early-stage SEO campaign, and we think it is important to be clear about that.
The Skin Edit now has a live website, supporting local and backlink work already underway and a detailed SEO strategy ready to guide the next phase.
What it does not yet have is years of ranking and traffic data.
That is what comes next.
As the site gains impressions and rankings, we will be able to see which pages are performing, where new opportunities are appearing and which areas deserve further investment.
The strategy can then develop using real search behaviour rather than assumptions alone.
From One Business to Another
For us, this project is also a good example of how long-term client relationships can develop.
We first began working with The Skin Edit’s founder through another of her businesses in 2022.
When she decided to create a brand-new venture, she chose Outrank again.
This time, we have been able to support the business from the website build onwards, laying the groundwork for SEO while the site was still being developed and creating a clear strategy for its future growth.
Now the website is live, the focus turns to implementing that strategy and building greater visibility for The Skin Edit over time.