Shopify SEO for Soap Brands: CleanO2’s Growth Story

From carbon capture to cart conversions, CleanO2’s haircare launch proves that a strong story paired with smart digital strategy can drive real growth—organically and beyond.

CleanO2 already had a compelling mission: turn carbon emissions into soap. But when the team expanded into the haircare market with their new line of shampoo and conditioner bars, they entered a highly competitive space with a new challenge—standing out in search, showing up in front of the right shoppers, and turning interest into loyalty.

That’s where we came in.

Over the course of six months, we helped CleanO2 build an ecosystem of discoverability—from product SEO and quiz-based personalization to content creation and email flows. The results:

• 13.8K monthly organic visitors

• 4,700 keywords ranked

• A surge in product discovery and first-time customer conversions

See the chart below to see how we grew CleanO2 from very few to very many ranked keywords between 2023 and 2025.

Product SEO That Captures Intent (and CO₂)

Before any flashy launch campaigns, we went back to basics: What are people actually searching for?

Using deep keyword research and SEMrush data, we identified commercial and long-tail search terms with high intent and relatively low competition. Some big wins included:

• “Best shampoo bar for thinning hair” – Position #1

• “aloe soap benefits” – Position #1

• “why is coconut oil good for your skin” – SERP Position (i.e. above #1)

This strategy wasn’t about keyword stuffing—it was about intent mapping: understanding where people were in their journey (problem-aware, solution-seeking, brand-curious) and giving them helpful, search-optimized content to match.

The results?
A +400% boost in organic traffic and increasing visibility on high-value SERPs like People Also Ask, image packs, and featured snippets.

A Personalized Quiz That Turned Clicks into Carts

With various different haircare products available, CleanO2 needed more than just a clean collection page—they needed guided selling.

We built a Shopify-integrated haircare quiz that acted like a digital store associate. It walked users through questions like:

• “How thick is your hair?”

• “How often do you wash?”

• “Do you have any scalp concerns?”

The logic mapped responses to product recommendations, feeding directly into Shopify’s cart and Klaviyo’s segmentation. Bonus: we also tracked quiz completion in GA4 to evaluate drop-off and optimize the UX.

Why it worked:

• It removed friction from decision-making

• It gave customers a sense of care and customization

• It generated zero-party data (a Klaviyo goldmine for email flows)

Key Wins

100+ #1 Keyword Rankings
CleanO2 isn’t just ranking—we’re topping the charts. From informational content to high-intent commercial and transactional keywords, the brand now dominates SERPs in multiple categories.

High Authority Score
Getting into the game for competitive keywords takes serious domain strength. According to SEMrush, CleanO2’s authority score is over 30. Ahrefs clocks it at 40+. Translation? The site has built the trust and authority needed to rank—and stay ranked.

Blog Posts that Convert
Not every blog drives revenue, but some do. Targeting long-tail, niche phrases like “soap for swimmers” led to real conversions and added new customers who weren’t even looking for shampoo—until they found CleanO2.

Other Offerings

Review Management
We implemented Junip, a Shopify-integrated review platform, to seamlessly collect and display product reviews. This helped build trust with new customers and added valuable social proof to product pages.

Product Photography
We coordinated a professional shoot to capture both lifestyle images (real people using the product) and polished flat lays. These assets became central to blog content, email campaigns, and social posts—elevating the brand’s overall look and feel.

Meta Advertising
During peak buying periods—especially Q4—we ran highly targeted Facebook and Instagram ad campaigns designed to attract first-time buyers and drive seasonal sales. These campaigns helped expand reach and accelerate conversions.

Conclusion

CleanO2 didn’t just launch a new shampoo bar. They built an entirely new vertical, with discovery tools, content strategy, and marketing automation to support it.

Our job? To build the digital scaffolding for a mission-led product to scale—and convert.

Next up: A&O is actively seeking established and emerging skincare and beauty product brands that wants to boost their Shopify SEO with the help of our established strategies and marketing tactics.

Get in touch today!

Who is A&O?

A&O (Apples & Oranges) is a leading agency specializing in digital strategy for purpose-driven brands like CleanO2—companies that are rewriting the rules in beauty, wellness, and sustainability.

Our mission is to help brands scale impact and sales by aligning story with strategy. From product SEO and high-converting quizzes to email flows, Meta ads, and social content that educates and converts—we build marketing ecosystems that grow with your business.

Whether you're launching a new line, entering a crowded category, or trying to stand out in a sea of sameness, we bring together creative storytelling and technical execution to get you there. With deep experience in Shopify, Klaviyo, and content-led growth, we help brands go beyond visibility and into velocity.

Looking to take your impact brand to the next level? Let’s talk.