Shining out from the sun care competition
Sun Bum develops high-quality sun care products that are friendly to people, animals, and the planet. In a competitive personal care space, the growing brand needed new content opportunities to stay distinct and relevant.
Sun Bum had a lot of great information to share about its products, ingredients, and certifications. But they needed clearer insight into how their content stacked up against competitors, and where the white space was to lead the conversation.
By comparing Sun Bum’s search performance with its top competitors, we could identify valuable keyword gaps based on popular, topical searches. This revealed where new content could capture demand and where existing content could work harder.
Finding the white space in search
We compared Sun Bum’s keyword rankings with its top competitors to identify content gaps and areas to defend. The analysis uncovered an opportunity around certifications such as vegan, cruelty-free, and reef-safe. We then targeted “cruelty-free” terms in page titles while Sun Bum promoted its certifications on social media, helping improve rankings and earn an organic backlink from Bustle about vegan and cruelty-free sunscreen.
Turning content gaps into visibility
The analysis uncovered an opportunity to elevate Sun Bum’s product certifications, helping the brand gain rankings and earn valuable third-party visibility.
Increase in overall keyword rankings
Increase in page-1 keyword rankings
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