The situation
Debluc Hair Essentials makes natural hair oils and conditioners in Nairobi. Like a lot of Kenyan brands, their customers browse the website and then order on WhatsApp. The site existed, but it wasn’t pulling its weight: thin product pages, two versions of the domain competing with each other, old pages returning 404s, and no tracking that anyone trusted.
What I did in month one
- Keyword research matched to what Kenyans actually type when they want hair growth products
- On-page SEO across all 30 pages: titles, headings, structure
- The whole product catalogue rewritten so each product answers a buyer’s questions
- Internal linking so Google (and people) can move from guides to products
- www and non-www merged into one address
- Return policy written and published (trust matters for first-time buyers)
- Search Console, GA4 and Clarity installed; products submitted to Google Merchant Center
The result
Organic search sessions went from 19 to 33 in a month (+74%), and held into September. More importantly, the people arriving were the right people: the engagement rate climbed from 47% to 55% to 62%. Average Google position improved from 12.7 to 11.5.
I also cleaned the data. July’s “direct” traffic was inflated by the team’s own admin logins. Once those were excluded, direct traffic dropped from 71 to 32. That’s not a loss, that’s the truth, and every decision after it is better for it.
What the numbers say to do next
The pages are now good. The problem is that nobody off-site vouches for them: zero referring domains, no Google Business Profile, no reviews. That’s why strong pages sit at positions 12–19 instead of 3–5. So the next phase is off-page, not more on-page tinkering.
| Buying search in striking distance | Position |
|---|---|
| rapid oil | 6 |
| hair essentials | 8 |
| rosemary and mint shampoo | 9 |
| kids hair growth oil | 10 |
| best hair growth oil in kenya | 19 |