EZ Melts SEO: Understanding Our Strategy

Why Strategy Matters

Positioning a brand through SEO isn’t simply about chasing the keywords with the most traffic. True success requires balancing technical expertise with analytical insight, while always accounting for the site’s current standing.

When analyzing keyword opportunities, we ask critical questions such as:

• Does the website have the authority to realistically compete for a specific keyword?

• If so, where in the search hierarchy is ranking achievable?

• Should we prioritize broader collection-level keywords, or individual product-level terms?

• What type of content is Google currently prioritizing for those SERPs?

These are the questions that guide every SEO decision we make.

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Authority as the Starting Point

EZ Melts currently has an authority score of 19. That means competing for extremely competitive, high-volume keywords isn’t realistic yet. Instead, we need to target opportunities that align with our current position.

SEMrush makes this clear:

• Yellow/Orange = moderate difficulty (our current sweet spot).

• Red = highly competitive (not yet attainable and would set us up for failure).

In other words, the goal is to climb the ladder strategically — focusing first on mid-tier opportunities until our authority grows.

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Why Semrush Over Google Trends

While Google Trends can provide a helpful snapshot of search activity (interest over time, relative popularity), it does not offer the full 360° view needed to make strategic keyword decisions.

Semrush, on the other hand, provides granular data, including:

• Keyword difficulty and competitiveness

• In-depth competitive analysis

• Search intent and SERP feature tracking

• Traffic potential and CTR estimates

• Backlink and authority metrics tied to ranking potential

This data allows us to select keywords not only for their search volume, but also for their achievability and alignment with brand growth.

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Keyword Hierarchy: Why Collections Come First

One of the most overlooked aspects of SEO is how link equity (or “link juice”) flows across a site’s structure. Authority moves top to bottom, left to right, which means the way pages are linked together directly impacts which pages rank.

That’s why our strategy emphasizes collection pages first. Collections act as category-level anchors, consolidating authority and ranking for broader, higher-value keywords.

Priority Collection Keywords

These keywords aren’t just chosen; they are embedded into the site’s design:

• Homepage linking to collections

• Menu structure that distributes authority

• Optimized content for each collection (meta titles, descriptions, URL slugs)

By prioritizing collection-level optimization, we build sustainable traffic channels that product pages can later inherit authority from.

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Keyword Variations: Choosing the Right Terms

When analyzing keyword variations, we consistently pick the variation with the higher search volume for collections.

• Example 1: “vitamins for energy” vs. “supplements for energy” → We chose “vitamins for energy.”

• Example 2: “vitamins for men” vs. “supplements for men” → We chose “vitamins for men.”

This ensures we capture the broadest demand possible at the collection level.

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Why Products Are Different

Frank, Project Manager at Solara Labs, raised a valid concern: why don’t we follow the same logic with product-level keywords?

The answer comes down to authority and competitiveness.

Example: B Complex Keywords

• “b complex vitamins” — 18,100 searches

• “b complex supplement” — 2,400 searches

• “b complex tablet” — 1,300 searches

At first glance, “b complex vitamins” seems like the obvious winner. But volume alone doesn’t equal opportunity. With an authority score of 19, EZ Melts cannot realistically compete against entrenched giants in this space yet.

Reverse-Engineering the SERPs

A deeper look at “b complex vitamins” reveals that Google prioritizes informational and research-driven content. The only two product listings belong to Amazon (authority 99) and Walgreens (authority 89). Competing here is simply not feasible today.

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Strategic Choice: Gradual Success

That’s why we chose “b complex tablet” (1,300 searches). While it has lower volume, it is significantly less competitive, making it far more attainable. This approach ensures we:

• Capture search presence now

• Build incremental authority

• Lay the foundation to move into higher-volume, competitive terms over time

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Closing: The Long Game

Our SEO strategy is not about chasing quick wins — it’s about engineering long-term growth. By focusing first on collections, then selecting attainable product-level terms, we create a framework where:

• Traffic feeds authority

• Authority unlocks competitiveness

• Competitiveness fuels sustainable rankings

In other words: each decision compounds. “B complex tablet” today becomes the stepping stone to “b complex vitamins” tomorrow. By staying disciplined and strategic, EZ Melts is positioning itself not just to rank, but to dominate its category over time.