Humanrace Organic Growth Opportunities

Create a comprehensive encyclopedia of cosmetic ingredients, with a dedicated page for each. This builds foundational topical authority and captures high-intent users researching specific actives before making a purchase.

Example Keywords

• what is [ingredient]
• [ingredient] benefits for skin
• does [ingredient] help with acne / hyper-pigmentation / wrinkles
• how to use [ingredient] in routine

Rationale

Humanrace products already spotlight key ingredients, so extending this to a full encyclopedia is a natural authority builder. Competitors have significant keyword coverage in this area, representing a large opportunity gap for Humanrace.

Topical Authority

The brand's focus on high-performance ingredients like rice powder and lotus enzymes, combined with the expertise of Dr. Elena Jones, provides a strong foundation for authoritative content on a wider range of ingredients.

Internal Data Sources

Use full INCI lists from Shopify, unpublished formulation notes and quotes from Dr. Elena Jones, and lab test results or consumer-perception survey PDFs.

Estimated Number of Pages

600-800

Develop head-to-head comparison pages against major competitor SKUs and brands. This strategy captures high-intent buyers at the final stages of their decision-making process.

Example Keywords

• Humanrace vs [competitor product]
• [competitor product] alternative
• is Humanrace [product] worth it
• [competitor product] dupe

Rationale

Comparison queries show ultra-high purchase intent, yet Humanrace currently has no ranking for these terms. This play directly targets competitor traffic and highlights Humanrace's unique differentiators like its refill system and sustainability.

Topical Authority

By providing detailed, factual comparisons, Humanrace can position itself as a transparent and confident brand, building trust with consumers who are actively comparing options.

Internal Data Sources

Leverage detailed product specifications, refill pricing matrices, sustainability data, independent lab efficacy benchmarks, and user-generated content from review platforms.

Estimated Number of Pages

1,500-2,000

Build a static index for every major contact allergen, mapping each to 'Safe' or 'Not-Safe' Humanrace products. This serves a niche but desperate audience and establishes the brand as a trusted resource for sensitive skin.

Example Keywords

• skincare without [allergen]
• is [brand product] nut-free
• products safe for contact dermatitis to [allergen]
• fragrance-free face cream

Rationale

The search results for allergy-safe skincare are dominated by forums, leaving a gap for a brand to provide authoritative, product-led guidance. This play captures users who urgently need to find what they can safely buy.

Topical Authority

With Dr. Elena Jones's dermatological expertise and access to precise formulation data, Humanrace can provide medically-sound advice that competitors cannot, building immense E-E-A-T (Experience, Expertise, Authoritativeness, Trust).

Internal Data Sources

Utilize full Shopify ingredient CSVs with allergen flags from regulatory files, customer support allergy case logs from Zendesk, and a library of dermatologist commentary on irritants.

Estimated Number of Pages

1,600-1,800

Create an atlas of skincare guides for every combination of workout type, sweat level, and skin type. This leverages the unique brand association with Adidas and targets a growing lifestyle segment.

Example Keywords

• skincare after [spin class / hot yoga]
• how to prevent sweat acne from [sport]
• best cleanser for post-gym skin
• runner skincare routine

Rationale

The Adidas x Humanrace collaboration provides natural and defensible authority on sport-linked skin health. The search landscape for these specific, activity-based queries is still developing and offers a prime opportunity for ranking.

Topical Authority

This play directly connects the brand's products to the high-performance lifestyle embodied by its founder and its partnership with Adidas, creating a powerful and authentic narrative.

Internal Data Sources

Use Adidas performance lab sweat-rate studies, internal R&D data on product barrier restoration, and transcribed testimonials from fitness influencers.

Estimated Number of Pages

2,200-2,500

Develop a hub of comparison and protocol pages pairing each Humanrace product with popular at-home beauty devices. This captures a tech-savvy, high-spend audience looking for expert guidance.

Example Keywords

• can I use [product] with [NuFace microcurrent]
• best moisturizer after using [brand] LED mask
• skincare to apply before [at-home laser]
• what to use with dermaroller

Rationale

The at-home beauty device market is booming, but the content pairing devices with specific skincare products is sparse and low-quality. Humanrace can become the go-to resource for safe and effective usage protocols.

Topical Authority

The brand's dermatologist backing lends credibility to recommendations on which ingredients are safe or beneficial to use with technologies like LED or micro-current, establishing trust where it is critically needed.

Internal Data Sources

Leverage an internal spreadsheet on ingredient/device interactions compiled by Dr. Jones, QA testing notes on product pH and conductivity, and consumer surveys on skin recovery time.

Estimated Number of Pages

1,000-1,200

Improvements Summary

Revise product and refill pages to target high-volume generic keywords, merge duplicate content, and implement structured data for rich snippets. Add supporting content hubs, expert quotes, and strategic internal links to strengthen authority and relevance.

Improvements Details

Update H1s, titles, and intro copy to combine generic and branded terms with clear benefits for each SKU, such as 'powder cleanser' and 'gel moisturizer.' Canonicalize refill pages to parent SKUs and add eco-friendly jump-links. Create new blog guides, ingredient spotlights, and a moisturizer comparison table, while linking from home, collection, and glossary pages using exact-match anchors. Apply Product, Review, and FAQPage schema, compress images, and pitch expert guest posts for external links.

Improvements Rationale

Targeting high-volume generic keywords and consolidating duplicate content addresses current ranking gaps and cannibalization issues, increasing the likelihood of page-1 visibility. Supporting content and expert authority build topical relevance and trust, while technical improvements and structured data help capture more organic traffic and rich results. These actions are expected to drive a 2-3x increase in organic clicks and strengthen the brand's overall search presence.