Ooi Solutions — Case file

SureThik

Hair loss solutions brand turning medical intent searches into subscription revenue. Owning the hair wellness SERP.

surethik.com  —  Feb 2024 - Present  —  6 interventions

4.2K+Total leads
1.5K+Website calls
9.2KKeywords ranked
1.8MOrganic sessions

projected

Source: GA4, Google Search Console, Shopify Analytics — Feb 2024 — Present.

Admission notes

A wellness brand competing in a YMYL health niche with zero organic authority

SureThik sells hair loss solutions directly to consumers. The hair loss search landscape is dominated by medical portals and big pharma — a D2C brand needed surgical precision to break through. Every product page, every ingredient guide, every condition article is a chance to earn trust in a space where Google holds content to the highest standard.

The situation

  • D2C hair loss brand with strong product-market fit
  • YMYL niche requiring E-E-A-T compliance
  • Competing against WebMD, Healthline, and medical directories
  • High-intent search queries with commercial value

What stood in the way

  • No medical authority signals or expert content
  • Product pages lacked health-specific schema
  • Competitor domain authority 10-20x higher
  • Thin, generic product descriptions with no E-E-A-T signals

Scope

6 interventions across four workstreams

Documented in full in the SureThik growth and performance report. Building medical authority and dominating hair loss search queries for a D2C wellness brand.

Content Strategy

  • Medical authority content hub
  • Ingredient deep-dive pages
  • Hair loss type guides
  • Clinical evidence content

Technical SEO

  • Shopify speed optimisation
  • Product page restructuring
  • Internal linking to build topical clusters
  • Crawl budget and indexation

E-E-A-T & Trust

  • Medical expert bios and credentials
  • Clinical study references
  • User testimonial schema
  • Trust signals on YMYL pages

Schema & Structure

  • MedicalWebPage schema
  • Product and offer markup
  • FAQ and HowTo schema
  • Breadcrumb structured data

Before & after — the pages

What changed, page by page

These are the live SureThik pages as they were, and as we rebuilt them. Screenshots come straight from the client performance report. Each comparison shows a different part of the site and what changed.

01

Site-wide PageSpeed

A Shopify storefront with significant performance overhead across the board.

Before
SureThik PageSpeed report before optimisation
  • Shopify theme bloat loading unused JavaScript and CSS
  • Render-blocking resources delaying first paint
  • Uncompressed product images across collection pages
  • No structured data supporting health-specific rich results
After
SureThik PageSpeed report after optimisation
  • Critical CSS inlined, non-critical scripts deferred
  • Product images served in modern formats per breakpoint
  • MedicalWebPage schema winning health-specific rich results
  • Reduced main-thread work and improved interactivity

Screenshots: SureThik performance report.

Core Web Vitals

The vitals, before and now

Google’s threshold for a good LCP is 2.5 seconds. Real-user measurements for this property are being collected.

Baseline
—LCP
—FCP
—INP
—CLS

Awaiting measurement — baseline Lighthouse audit pending.

Today
—LCP
—FCP
—INP
—CLS

Awaiting measurement — Chrome UX Report field data pending.

Read this carefully

Core Web Vitals measurements for SureThik are awaiting field data collection. Baseline and post-optimisation scores will be published once a sufficient Chrome UX Report window is available.

Still on the list

Shopify theme limitations restrict some optimisation options. Render-blocking requests, unused JavaScript from third-party apps and CLS from lazy-loaded product images remain areas of ongoing work.

The fix list

Ten issues, each with a documented fix

Not recommendations — the actual changes specified, page by page, in the performance SOP, with the sample page as the reference implementation.

Issue foundWhat we changed
Render-blocking resourcesDefer non-critical scripts — preload key stylesheets
Unused JavaScriptStrip and defer unused Shopify theme bundles
Unused CSSExtract critical CSS with Critical / Penthouse
Text compression failingBrotli enabled at the CDN layer
Oversized product imagesServe correctly sized images per breakpoint in WebP
Images with no width/heightExplicit width & height, plus CSS aspect-ratio
Offscreen imagesLazy-load anything below the fold
Weak cache policyCache-Control: public, max-age=31536000, immutable for static assets
Missing health schemaMedicalWebPage and Product structured data added
No E-E-A-T signalsExpert bios, clinical references, and trust badges on YMYL pages

The unglamorous part

The problems that don’t fit in a pitch deck

Most of this engagement was infrastructure nobody sees. It’s also the reason the rest worked.

YMYL scrutiny from day one

Google applies the strictest quality standards to health content. Every page needed expert credentials, clinical references and medical accuracy to even compete.

Shopify theme bloat

The base Shopify theme loaded significant unused JavaScript and CSS. Third-party apps compounded the problem with their own render-blocking resources.

Competitor domain authority gap

Medical portals like WebMD and Healthline had 10-20x the domain authority. Every ranking required a fundamentally different approach to content depth and trust.

No structured data foundation

Product pages had zero schema markup. Without MedicalWebPage or Product structured data, the site was invisible to health-specific search features.

Thin product descriptions

Generic manufacturer copy across all product pages. Nothing differentiated SureThik’s clinical approach from commodity hair loss products.

Image-heavy collections without optimisation

Product collection pages loaded dozens of uncompressed images, devastating mobile performance for the core audience searching on phones.

Results

What the engagement delivered

Every chart below is lifted from the client performance report, drawn from GA4, Google Search Console and lead tracking. Each metric can be verified in the analytics consoles.

Overall growth by channel

Year-over-year growth by channel

Year-over-year growth by channel for SureThik

Total leads over time

Monthly leads

Line chart of SureThik total leads per month

Google Analytics — performance overview

Lead generation performance

Google Analytics lead generation performance for SureThik

Evidence

The traffic engine behind the leads

Search visibility and audience growth, straight from the consoles. These are the underlying traffic numbers behind the lead and revenue metrics shown above.

Google Search Console - clicks & impressions

Clicks, impressions, CTR and average position trending upward

Google Search Console chart showing SureThik clicks and impressions trending upward

Sessions, page views & new users

Google Analytics — monthly

Bar chart of sessions, page views and new users rising each month

Retention

New vs returning users

Retention overview showing new and returning users for SureThik

Ooi Solutions

YMYL SEO requires authority, not just keywords.

SureThik proves that D2C brands can compete with medical giants in organic search — when the content strategy is built on clinical evidence, expert credentials, and technical precision.

ooisolutions.in  —  hello@ooisolutions.in