About Shinebright
Shinebright is a women-owned career coaching practise based in Los Angeles. With a focus on strengths, clarity and fulfilment, they help professionals at every stage build meaningful careers and navigate change with confidence.
Their Goals
- Increase traffic to their website
- Increase conversions
- Increase bookings coming from organic search
- Increase the number of page 1 keywords
- Increase their overall number of keywords, and the ranking positions of those keywords
What We Did
We combined technical SEO with content refinement, starting with in-depth keyword research to align Shinebright with user intent. Core pages were re-optimised, pillar content was created around high-value career coaching terms, and technical fixes improved site health. We also applied local SEO for the LA market and built high-quality backlinks, ensuring visibility where Shinebright’s ideal clients were already searching.
Shinebright Project Overview
Client Name:
Shinebright
Client Industry:
Coaching
Services Provided:
SEO
Project Duration:
ON-GOING PROJECT
Case Study Trigger Date:
September 2025
The Challenge
When Shinebright came to us, they wanted more than just a bump in traffic — they needed to turn their website into a steady source of leads and bookings. Their goals were clear: boost organic traffic, improve conversions, and increase bookings directly from search. On top of that, they wanted more visibility across Google: more page one rankings, more overall keyword coverage, and stronger positions for the search terms that mattered most.
There was a catch, though. Search volumes in the Los Angeles area for career coaching are limited, with some of their target keywords topping out at around 140 searches a month. That meant competition was fierce. The big target? Overtake existing rivals for their high-value keywords.
The Strategy
We built a plan around what we do best: combining technical SEO with smart, user-focused content. First, we carried out extensive keyword research, identifying terms that matched real user intent and aligned with Shinebright’s services. Then we re-optimised their existing content, fixed technical SEO issues, and applied local SEO tactics to get them noticed in the LA market. To round it out, we focused on acquiring high-quality backlinks from relevant sites — the kind that drive both authority and real traffic.
The Execution
The work wasn’t about scattergun tactics; it was targeted and deliberate. We optimised Shinebright’s core pages to ensure copy was sharp, relevant, and up to date. We created pillar content to support the most valuable career coaching terms, helping Google understand the site’s authority around those topics. And to improve discoverability, we made sure Shinebright was listed in niche-relevant directories and backlinks where their ideal audience was already looking.
The Results
Let’s take a look at some of the key metrics and evaluate performance on this project so far.
When it comes to the goal of increasing organic traffic, yes, ‘Total Users’ and ‘New Users’ are down slightly and that doesn’t indicate progress – but look at ‘Average Engagement Time per User’ and ‘Engaged sessions per active user’ further along the row. These metrics are up 22% and 5% respectively, and the number of ‘Key events’ is up 60%. Taken together, all of these results tell us that:
- We’re getting about 13% less traffic (in terms of raw numbers) than before the project started. However…
- The traffic that we are getting is spending more time on the site.
- We’ve almost doubled the number of key events despite the lower traffic.
All of these results point towards a ‘lower volume, higher quality’ scenario for traffic – we’re getting less overall volume, but we’re getting more of ‘the right traffic’ – people who actually want to engage with Shinebright’s service offering – and that has helped us clearly achieve the goal of improving conversions.
What about search visibility then? Well, the screenshots below show an overview of how many keywords Shinebright had ranking in April (at project start), and at the time of writing this case study. Comparing them, you can see that:
- We have 11 more keywords ranking now than we did at project start.
- We have 7 more page one rankings now than we did at project start (a 140% increase).
So, we’re definitely ranking for more keywords than before, and as the next screenshot shows, that has translated into greater search visibility too. We’re getting:
- More impressions (a Shinebright page being shown in search results)
- More clicks (people clicking the Shinebright link that they’re shown in their search results)
- The average Shinebright page has moved up from 40th in the ranking, to 37th.
What's Next
SEO doesn’t stand still, and neither do we. We’re continuing to collaborate with Shinebright by expanding their keyword coverage, uncovering fresh opportunities through competitor research, and fine-tuning the user journey with tools like heatmaps. The aim is simple: keep growing their traffic, their rankings, and their number of bookings.
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