How Moon and Skin Grew from 80 Clicks to 88.3K and Built Consistent AI Platform Visibility
Moon and Skin had strong products and a clear brand identity, but started with almost no organic presence. FlyRank built the content infrastructure, topical depth, and search structure to take them from 80 total clicks to 88.3K — and from 7 AI sessions per month to 253.
Key Results
Measured April 2025 to March 2026
About
Moon and Skin
Moon and Skin is a skincare brand built around clean, intentional formulations. Their products are designed for people who care about what they put on their skin — ingredients matter, and so does the philosophy behind the brand. From serums to moisturisers, the range is focused on skin health with a clean-beauty approach.
Organic search is one of the most important customer acquisition channels for a skincare brand. People search specific questions — what ingredients help with hyperpigmentation, how to build a minimal skincare routine, which serum works for sensitive skin. A brand that shows up in those searches, and in the AI answers people are increasingly turning to, earns attention at the exact moment someone is ready to explore.
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The Starting Point and the Opportunity
Moon and Skin before FlyRank.
When FlyRank started working with Moon and Skin, the site had very limited organic visibility. In the baseline period, total clicks were just 80 across the full tracked window, with 24.3K impressions and an average position of 70.1. Pages ranking at position 70 are effectively invisible — they exist in Google's index but receive almost no organic traffic.
The opportunity was clear. The skincare category is content-rich and search-driven. Customers research before they buy, often reading multiple articles and comparing options before making a decision. Moon and Skin had the brand and the products. Building the content infrastructure to match was the work.
What We Found
Our audit uncovered the specific friction points capping organic growth.
Baseline showed just 80 total clicks and 24.3K impressions with average position 70.1 — pages effectively invisible in search, receiving almost no organic traffic
Skincare category is content-rich and search-driven, but Moon and Skin had not yet built the content infrastructure to appear for the queries their customers were searching
The long-tail of skincare queries is enormous — ingredient guides, skin concern content, routine advice, product comparisons — and virtually unclaimed for this brand
AI platform visibility was minimal at just 7 sessions per month — content was not yet structured in the format AI assistants extract and cite for beauty and skincare questions
What FlyRank Did
Content depth, structure, and AI visibility — all at once.
The scale of the content work is visible in the indexed page data. Moon and Skin's affected pages grew from around 37,000 in early February 2026, climbing to a peak of roughly 65,000 in mid-March, before settling at 51,200 by late April.
That kind of volume reflects a systematic approach to topic coverage. Skincare is a category with an enormous long-tail — ingredient guides, skin concern content, routine-building articles, product comparisons, and more. FlyRank built content across all of these areas to make sure Moon and Skin was appearing for the full range of queries their customers were searching.
Alongside new content, we worked on improving the relevance and structure of existing pages. For a skincare brand, search intent matters a lot. Someone searching 'retinol for beginners' wants different content than someone searching 'buy retinol serum.' Making sure each page matched what users were actually looking for was a core part of the optimization work.
We also improved internal linking across the site to strengthen topical authority and help Google navigate the content structure more effectively. With tens of thousands of pages, a clear internal linking strategy is what ties the content programme together.
Large-Scale Content Expansion
Built Moon and Skin's content footprint from ~37K affected pages to 51.2K — systematically covering ingredient guides, skin concern content, routine-building articles, product comparisons, and the full long-tail of skincare queries their audience searches for.
On-Page SEO and Search Intent Alignment
Improved how well existing pages matched what users were actually searching for — ensuring each page matched the right intent, from informational ingredient research through to product purchase queries.
Internal Linking and Topical Authority
Improved internal linking across tens of thousands of pages to strengthen topical authority and help Google navigate the content structure more effectively.
Large-scale content expansion
Built Moon and Skin's content footprint from ~37K to 51.2K indexed pages — covering the full long-tail of skincare queries across ingredients, skin concerns, routines, and comparisons.
AI citation optimization
Structured content for AI extraction with clear formatting and answer-ready content, positioning Moon and Skin as a reference for skincare questions across ChatGPT, Perplexity, and Gemini.
On-page SEO and intent alignment
Improved existing page structure, content relevance, and search intent alignment — ensuring each page delivered the right content format for the specific intent behind its target query.
Internal linking at scale
Built a clear internal linking structure across tens of thousands of pages, strengthening topical authority and helping Google navigate the content architecture effectively.
How the Growth Unfolded
The GSC performance chart shows a clear upward trend across the full tracked period. Early in the programme, both clicks and impressions were low but climbing. From around day 150 onward, the pace picked up noticeably.
By the final months of the chart, daily clicks were regularly approaching 600 to 900, with impressions heading toward 80K to 120K per day. By the end of the tracked period, Moon and Skin had recorded 88.3K total clicks and 9.62M impressions. Average position improved from 70.1 to 16.9 — a move of more than 50 positions. That shift, from deep obscurity into the top 20 results on average, is what drove the click growth.
Large-scale content production began across ingredient guides, skin concern content, and routine-building articles. Indexed pages started climbing from ~37K. AI sessions appeared for the first time.
Daily clicks climbed from near zero into double digits, then triple digits. AI sessions crossed 90 per month. Content was beginning to appear in AI platform answers at meaningful frequency.
Daily clicks regularly reaching 600–900. Impressions approaching 80K–120K per day. AI sessions peaked at 265 in October as citation volume compounded across platforms.
88.3K total clicks. 9.62M impressions. Average position 16.9. 253 monthly AI sessions. Content foundation in place for continued compounding gains.
The Results
Real Google Search Console Data
AI Visibility
A channel most brands are still ignoring.
Organic search is one of the most important customer acquisition channels for a skincare brand. People search specific questions — what ingredients help with hyperpigmentation, how to build a minimal skincare routine, which serum works for sensitive skin. A brand that shows up in those searches, and in the AI answers people are increasingly turning to, earns attention at the exact moment someone is ready to explore.
AI Traffic Over Time
Sessions by month
AI Traffic Breakdown by Source
Total 253
Performance
Before → After
Before FlyRank
After FlyRank
Measured April 2025 to March 2026
"Skincare customers research carefully. They read about ingredients, compare products, and ask detailed questions before buying. A brand that shows up during that research phase — in Google results and in AI answers — builds familiarity and trust before a customer ever reaches the product page. That is what this work was designed to create for Moon and Skin."
— Moon and Skin × FlyRank
Why It Worked
Content expansion to 51.2K indexed pages built the infrastructure needed to appear for thousands of skincare queries the brand was previously completely invisible for
Average position improvement from 70.1 to 16.9 — a move of over 50 positions — turned near-zero traffic into a consistent organic channel
AI citation optimization grew monthly sessions from 7 to 253, establishing Moon and Skin in the AI answers where skincare customers research before buying
Being present in AI answers now, while most competitors are still focused only on Google, builds the kind of early visibility that compounds over time
A Foundation That Keeps Building
Alongside the Google growth, Moon and Skin built meaningful AI platform visibility from almost nothing. In February, the brand was receiving just 7 AI sessions per month. Growth started slowly through spring: 16 in March, 32 in April, 52 in May. By June, sessions had reached 96 — a clear sign that the content was starting to be cited across AI platforms.
A slight dip in July brought it to 89, before a strong second-half recovery began. Sessions climbed from 130 in August to 193 in September, then hit 265 in October — the highest point in the dataset. November held at 261, December at 241. January 2026 brought a new peak of 289, followed by a dip to 214 in February, and a recovery to 253 by March.
For a skincare brand, this kind of AI visibility is valuable because of how people use these platforms. A customer asking ChatGPT about the best ingredients for dry skin, or how to treat post-acne marks, is in research mode. When Moon and Skin's content is part of the answer, it builds brand awareness with an already engaged audience.
Moon and Skin started this programme with 80 total clicks and virtually no organic presence. The site now has over 51,000 indexed pages, an average position of 16.9, and a growing monthly presence across AI platforms. The growth curve is still pointing upward — position 16.9 on average means there are still gains to be made as more pages move into the top 10.
What's Next
The roadmap for compounding on the results already achieved.
Deepen content coverage in high-intent skin concern categories — hyperpigmentation, acne, anti-aging — where Moon and Skin has strong product fit
Build AI Overviews optimization for skincare ingredient queries increasingly served in generative answer formats
Move average position from 16.9 toward page one as more pages accumulate ranking authority
Develop structured data and review schema to earn rich results on key product and ingredient pages
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