Challenge
A cult-loved beauty brand with huge demand — but untapped search opportunity.
TYME had already built something rare: a cult following (and product). With over 230,000 followers across social platforms and a product line built around versatility — one iron with endless possibilities, plus tools for every hair type — the brand had earned deep trust with its audience.
But while TYME dominated social, search was a different story.
Customers were actively searching for answers TYME was uniquely positioned to provide:
how to style different hair types, how to care for hair while traveling, how to use hot tools safely, how to solve common hair health issues, and how to get specific looks with the right technique.
The demand was there. The expertise was there.
What was missing was a scalable system to capture that exact intent.
Before Wordbrew, TYME’s blog content just about existed — but it wasn’t designed to meet users where they were in the search journey, nor to compound authority over time. The brand needed a way to translate its deep product and styling knowledge into search-first, answer-driven content that could perform across thousands of queries.
Solution
An expert-led SEO + AEO content engine built around real user intent.
Wordbrew partnered with TYME to build a content system focused on one core principle: answer what people are already asking, better than anyone else.
That meant prioritizing search intent over trends — understanding why people search and what kind of guidance would actually move them forward.
An expert-led SEO + AEO content engine built around real user intent.
We analyzed search behavior across haircare, styling, travel, and hair health to find the real questions users were asking — not just broad keywords, but specific, intent-rich queries.
This included:
- Styling questions by hair type and texture
- Hair health and damage concerns
- Vacation, travel, and climate-specific hair care
- Product usage and technique-based searches
- Comparison and decision-making queries
Each month, TYME’s content roadmap was built around clusters of related questions, enabling Google to understand topical depth while ensuring users could move naturally from one answer to the next, rather than landing on isolated pages.
Solution #2: Expert-led content across every hair niche
To deliver real value at scale, Wordbrew staffed the content with specialists, not generalists.
Content was written by a vetted team of writers specializing in:
- Beauty and styling experts
- Hair health specialists
- Trend-focused beauty writers
- Editors who understood consumer search behavior
This allowed TYME’s content to move away from surface-level advice and into nuanced, practical guidance — the kind users stay on, save, and return to.
Solution #3: High-volume publishing that still felt human
To build momentum quickly, TYME published 28,000 words of both long-form and short-form content consistently across the year.
This included:
- In-depth styling guides
- Hair care explainers
- Travel and vacation hair guides
- Trend-led pieces with evergreen value
- Problem-solution content tied to real concerns
Every piece was optimized with:
- Clear internal linking paths
- Contextual external references
- Scannable structure for readers
- Search-friendly formatting without sacrificing voice
The goal wasn’t specifically traffic, but trust at scale.
Solution #4: Consistency that compounds authority
Our goal of publishing consistently wasn’t to build up volume for volume’s sake. We wanted to signal reliability.
As TYME’s content library expanded, search engines began crawling and indexing the site more frequently, recognizing it as a dependable source of answers in the hair and beauty space. Over time, individual posts reinforced one another, strengthening TYME’s topical authority across hundreds of related queries.
And what started as individual articles became a connected ecosystem of answers.
Results
From niche traffic to category-wide visibility
TYME’s monthly impressions climbed from 66k to 2.7M as their content began appearing across a wide range of searches — from everyday styling questions to hair health concerns, travel use cases, and product-specific how-tos.
Stronger alignment with real search intent
The content answered real, use-based questions that users were already asking, helping TYME support customers through every stage of the journey and keep them engaged across the site.
Broader topical coverage
Publishing consistently across styling, tools, routines, and scenarios helped search engines understand TYME as a go-to resource for hair education.
Sustained engagement beyond social reach
Search-led content extended TYME’s influence past their existing audience, bringing in new readers who spent time exploring guides, tutorials, and related articles.
A compounding content engine that scales with demand
With a steady 28,000 words published each month, TYME now operates a system that continues to grow visibility as new questions crop up — without relying on trends, paid traffic, or social algorithms.
