111SKIN × FlyRank · Search & AI-Visibility Analysis

Executive summary

You have solved the hard part. The gap is infrastructure.

111SKIN has the parts most brands chase for a decade: a Harley Street surgeon founder, a patented hero ingredient in NAC Y²™, famous products, coverage in Vogue, Harper's Bazaar, Forbes and Elle, backing from the Estée Lauder Companies and SKKY Partners, and thousands of real reviews sitting at 4.6 to 5.0 stars. Your Semrush Authority Score is 41. Your 111 Journal blog ranks at a median position of 9 and carries most of what you capture beyond your own name.

And yet the search and AI picture does not reflect any of that. Across your markets you lean on your name to pull traffic: nearly two thirds of organic visits come from people already searching "111skin." Strip that out, and the non-branded footprint of a brand this famous is thin. Your category pages, the ones that should be selling, rank at a median position of 54. On 72% of the keywords you care about an AI Overview now appears, yet your AI-visibility score is 16, and when the AI engines answer questions in your own category they cite YouTube and Vogue as often as they cite you.

The reason is the infrastructure the brand sits on. Most of what is holding 111SKIN back is self-inflicted and reversible.

Our audit found that the market setup is right and its edges leak. You run four Shopify markets on one domain with clean per-market canonicals, and for your name Google serves the correct storefront in every country we checked. The leaks sit one layer down: most 111 Journal articles, and a handful of product pages, reach US searchers from the UK folder, so the first price a US reader sees is in pounds; your templates link across markets; and almost none of the trust you have earned (the doctor, the reviews, the press) is expressed in the structured data that Google and the AI engines actually read. This document is the full picture, and the plan to fix it.

Part 1 · Where 111SKIN stands today

The data, read honestly

The domain-level figures below are worldwide. The detailed keyword analysis uses your largest single market, the US (roughly 59% of traffic share), as the clearest lens. The architecture issues it reveals apply to all four markets at once. Google Search Console was not connected for this analysis, so traffic figures are Semrush estimates; they are re-baselined from Search Console at kickoff, which is also where the locale checks in 2.1 get confirmed.

~30.7K

Worldwide organic visits / month (+1.6%), but keywords are down 1.9%

Median ranking position (US set). The edge of page two.

42%

of keywords sit on page four or worse (position 31+)

781

non-brand commercial keywords parked at a median position of 15

Traffic source · US organic (13,730 visits)

Two thirds of your traffic is just your own name

Branded · 64.5%

Non-brand · 35.5%

A famous brand with an under-built search foundation looks exactly like this: the demand for "111SKIN" is captured, and the demand for what 111SKIN sells is leaking to competitors and publishers.

Ranking distribution · 3,842 US keywords

Most of the catalog is buried

Top 3

945 · 24.6%

4 to 10

587 · 15.3%

11 to 20

405 · 10.5%

21 to 50

898 · 23.4%

51 to 100

1,007 · 26.2%

Half the keyword set sits on page three or deeper, where clicks effectively stop.

Traffic by page type · with median position

Your selling pages perform worst

Blog pos 9

3,688

Product pos 17

3,902

Homepage pos 22

4,078

Collection pos 54

1,886

Collections carry the highest buying intent and rank the worst. That is the core commercial miss.

The demand is one push away · non-brand terms in striking distance

Keyword	Monthly volume	Current position	Note
diamond mask	3,600	5	Black Diamond mask · UK page shown to US searchers
facial treatment mask	1,600	5	Rose Gold Mask
moisturisers	1,600	32	collection page, buried
spf50 / sunscreen 50	1,300	20	Repair Sunscreen
neck mask	1,300	12	Black Diamond neck mask
retinol oil	1,000	15	Black Diamond retinol oil
enzyme cleanser	1,000	19	Enzyme cleanser

These are transactional queries where the buyer is one page-one placement from your cart. The demand exists. The pages exist. They are simply not positioned to be found.

Part 2 · Full website & technical audit

Every issue we found, grouped by where it lives

We crawled the storefront, product, collection and blog templates. Each finding pairs what is wrong with the fix, and Part 4 makes clear who implements each one.

2.1 · The locale layer

The market setup is right. Its edges leak.

You run four Shopify markets on one domain, each with a self-referencing canonical, and for your brand name Google serves the correct storefront: /en-us ranks first in the US, the root ranks first in the UK. That is the hard part, and it is done. The leaks are one layer down, and they are specific.

United Kingdom · GBP

/en-eu

Europe · EUR

/en-us

USA & Canada · USD

/en-row

Rest of World · USD

one domain · four markets · where it leaks

A US shopper searches "diamond mask" (3,600 / month)

and lands on the £-priced UK page at position 5, not the /en-us version

~100

US page-one rankings sit on non-US URLs. Two thirds are 111 Journal articles served from the UK folder, even though the /en-us/blogs/ versions exist and are indexed.

header and footer links on /en-us that point back to root-market pages: Wishlist, V1P Loyalty, Stockists, Refer a Friend, 111CRYO and Spa Locations.

1,332

US keywords rank on non-US URLs in total. Most sit on page three or deeper, where the cost is a mixed market signal, not lost clicks.

One figure in the export needs context: brand queries list up to 14 111SKIN URLs at once. That is normal sitelink behaviour on a navigational search, not cannibalisation, and the #1 result is stable and correct in both countries. The work is not consolidation. It is three sets of checks, run once across all four markets, with the fixes built by Power Commerce as they surface.

Check 1 · Locales

The hreflang cluster on every template: reciprocal across all four folders, the x-default target, and the value emitted for ROW.
Why Journal articles resolve to the root for US searches: hreflang on /blogs/, sitemap coverage per market, and how each market links into the blog.
The six cross-market template links rewritten to stay in-market.
Search Console by country and folder at kickoff, replacing the estimates above with real impressions and clicks.

Check 2 · Products & collections

Catalogue deltas per market. Supplements sit in the UK menu and not the US one, yet "111skin supplement" ranks #1 in the US on the UK product page. The SPF product differs between UK and US. Sold-out states differ by market.
Collection availability and naming per market, so every category page promoted in content exists in the market it is served to.
Parameter, search and paginated collection URLs (a /collections/types?q=serum page ranks for a product term) folded into the canonical collection pages.
The non-brand subset of the 289 keywords with more than one URL, reviewed one by one.

Check 3 · What content promotes

Every hub and article links to the market-correct product and collection URL, never the root by default.
Only products stocked in a market are promoted in that market's version. Supplements stay UK and EU unless the US catalogue changes.
Prices, currency, spelling and retailer or clinic references follow the reader's market.
Each hub declares the collections it promotes (Part 5), so content ships pre-mapped to the money pages.

2.2

Your category pages are buried, and category pages are where the money is

Collection pages are the highest-intent real estate an e-commerce brand owns: "sheet masks," "vitamin C serum," "moisturisers." On 111skin.com they are the worst-performing page type on the site.

Your 709 collection keywords rank at a median position of 54 and pull only 1,886 visits, a fraction of what the blog earns.
"moisturisers" (1,600 / month) ranks 32nd. Masks and serums collections sit in the 30s to 60s, and several are served from the UK folder to US searchers.
Several key buying-intent landing pages are built as CMS /pages/ rather than shoppable /collections/, so they carry concern-level intent but are not built to rank or convert.

Fix

Fold parameter and paginated collection URLs into the canonical pages, optimize the category pages, and convert the concern pages into properly structured, internally-linked shoppable hubs. Your blog already proves the domain can rank when a page is built and linked well.

2.3

The trust you have earned is invisible to machines

111SKIN has an unusually strong set of trust signals, and most of them are not expressed in schema that Google and the AI engines can read.

Missing or unconfirmed structured data

Product + AggregateRating	deploy	stars in the result
FAQPage + HowTo	deploy	top AEO asset
Person (Dr Yannis)	deploy	E-E-A-T signal
Organization	deploy	entity authority
Breadcrumb + Video	deploy	richer listings

The raw material is already there

Okendo reviews at scale: Rose Gold Mask 191, Repair Serum 156, Black Diamond Eye Mask 143, all 4.6 to 5.0 stars.
A Reviews SERP feature appears on 1,049 keywords where you are not in the top 3, so competitors win the visibly richer listing.
A "Popular products" shopping feature appears on 1,938 of your keywords, a large surface you are underusing.
Product pages already contain structured Q&A and step-by-step routines, ready to be marked up.

Fix

111SKIN has done the expensive work of being trustworthy and skipped the cheap work of telling the machines it is trustworthy. Emitting valid Product, AggregateRating, FAQPage, HowTo, Person and Organization schema is the fastest route to both rich results in Google and citations in AI.

2.4 · The AI-visibility gap

On 72% of your keywords, an AI Overview now decides who gets seen

AI visibility

ChatGPT

AI Overview

Google AI Mode

Gemini

When AI engines answer questions in your category, these are the sources they cite most. Your own domain is level with YouTube:

7 youtube.com 7 111skin.com 5 vogue.com

2.5

The money pages

Strong proof (reviews, ingredients, routine builder, product FAQs) is present and good, and almost none of it is in schema, so none of it can earn a rich result or an AI citation.
Because most Journal articles and a handful of product pages reach US searchers from the UK folder, the first price a US buyer sees is often in pounds.

2.6

The content layer

The 111 Journal is a real asset and it is siloed. "nose pores" ranks 1st, "how to remove pores on nose" 2nd, yet these articles are barely linked to the products that would monetize them.
No decision or comparison layer exists ("best luxury sheet mask," "is 111SKIN worth it," "111SKIN vs Augustinus Bader"), so publishers answer those queries instead of you.
The concern pages have the right instinct in the wrong template, and should be rebuilt as linked, shoppable hubs.

2.7 · Preserve this

The brand equity, the founder story, the NAC Y²™ and Black Diamond positioning, the depth of high-star reviews, the press, and the editorial quality of the 111 Journal are all strong and rare. FlyRank wraps ranking-and-AI machinery around the brand you already built. We are not rebranding 111SKIN. We are making it findable, at the scale your brand deserves.

Part 3 · Competitive deep-dive

Nobody out-credentials you. They out-structure you.

Your category is contested on two fronts: the brands you compete with for the customer, and the publishers and retailers who intercept the search and AI demand before it reaches you.

The positioning leader

Augustinus Bader

How they win

Narrative and press saturation. The name the ecosystem has been trained to return for "best luxury cream." They out-position, not out-formulate.

Where they are beatable

Their edge is marketing, not clinical credibility. You have a surgeon founder and a line built for post-procedure skin. That is a more defensible story, currently invisible to search and AI.

The doctor-founded peers

Sturm · MZ Skin · Dr Sam's

How they win

Each leans on its founder's clinical identity as the core brand asset, and several have invested in the founder-authority and concern content 111SKIN has not structured.

Where they are beatable

This is a credibility contest, and your founder credentials and 20-plus years of NAC Y²™ research are as strong as any in the set. The gap is expression, not substance.

The real threat

Publishers & retailers

Who

Vogue, Byrdie, Elle, Editorialist, plus Sephora, Cult Beauty, Space NK, and the YouTube and TikTok layer.

Why they matter most

These are the pages AI engines cite for "best sheet mask" or "best doctor-founded skincare." Your data confirms it: YouTube and Vogue are cited level with your own domain.

The strategic summary. Everyone beating 111SKIN in non-branded search and AI is winning on content structure, category coverage, and machine-legibility, not on brand, product, or credibility, three areas where you are as strong as anyone in luxury skincare. The plan plays to exactly that: fix the infrastructure so your existing authority can rank, then build the category, comparison, and concern layers where the commercial and AI-citation battles are actually fought.

Part 4 · The growth plan

Three tracks that reinforce each other

A foundation track that repairs the infrastructure suppressing everything, a content track that builds the authority that wins rankings and citations, and an AEO track that makes 111SKIN the brand AI engines recommend. Because so much of the problem is reversible, the foundation is where the fastest wins live.

FlyRank Refresh

Audit & repair

Site-wide auditing, rewriting, and automatic re-indexation once changes go live.

FlyRank Visibility

GEO / AEO & schema

Structured data and AI-search optimization so the engines cite you, not just rank you.

FlyRank Engine

Content at scale

Category, comparison and concern content, in your brand voice, reviewed by senior editors.

FlyRank Reach

Localization

The category and concern layer adapted natively across UK, EU, US and ROW.

FlyRank Command

One dashboard

Traffic, rankings, AI referrals and citations, unified and reported weekly.

Beacon

Backlinks & mentions

Maps the exact roundups and citation targets to pursue for correct inclusion.

The Shopify advantage

Implementation is included, not outsourced

Because Power Commerce is our Shopify Plus development team, the theme, canonical, hreflang and schema work gets built by us, not queued behind your internal developers. Strategy, content, AEO and Shopify implementation under one roof is the specific edge for a four-market store your size.

Track 1Fastest wins

Foundation · Refresh and Visibility, built with Power Commerce

Close the market leaks. Run the locale, catalogue and content checks from 2.1 across all four markets, bring the 111 Journal into the per-market hreflang cluster so US readers get the /en-us article, rewrite the six cross-market template links, and confirm it all in Search Console by country at kickoff.
Rebuild and elevate the collection layer. Fold parameter and paginated collection URLs into the canonical pages, optimize the pages ranking in the 30s to 50s, and convert the concern pages into shoppable hubs.
Deploy the full structured-data layer. Product, AggregateRating, FAQPage, HowTo, Person and Organization, turning your Okendo reviews into stars and your founder into an entity.
Fix the currency exposure on the money pages, so US and EU shoppers always see their own price first.

Track 2

Content and topical authority · Engine and Reach Hubs in Part 5

Hub A, category and hero-product depth. Own the terms your products already almost rank for (eye masks, diamond mask, sheet masks, vitamin C serum, retinol oil), turning the #5-to-#20 rankings into page-one placements.
Hub B, the decision and comparison layer. "Best luxury sheet mask," "best eye masks for dark circles," "is 111SKIN worth it," "111SKIN vs Augustinus Bader," so you become the source AI cites.
Hub C, the concern and education layer. Extend the pores, oil-cleansing and hyperpigmentation clusters into full hubs and link them into products so informational traffic converts.
Localize the whole layer across UK, EU, US and ROW with Reach, so every market is served natively.

Track 3

AEO and GEO · Visibility (detailed in Part 6)

Runs continuously alongside Tracks 1 and 2: machine-legible content, the citation-target roundups, entity authority for the founder and brand, and measurement in Command.

Part 5 · The content plan

Ten hubs, built once, localized four times

Each hub is a cluster of search demand mapped to the collections and products it sends readers to, so nothing gets written without a money page behind it. The hubs cover clinical-grade skincare end to end, from ingredient science and daily routines to cryotherapy, event preparation and long-term skin health. Topic clusters below are the keyword groups each hub is built around; the "Promotes" line is what the hub links to, in the reader's own market.

HUB 01

Ingredient Science

Explains the actives behind results: retinoids and vitamin C, exfoliating and brightening acids, hydrators and barrier lipids, next-generation regeneratives, and ingestible support.

Core actives
retinol · ascorbic acid · niacinamide · bakuchiol

Chemical exfoliants
glycolic acid · mandelic acid · salicylic serum

Brightening acids
kojic acid · azelaic serum · tranexamic serum · ferulic acid

Hydration & barrier lipids
hyaluronic serum · squalane

Next-generation regeneratives
pdrn · exosomes · copper peptides

Ingestible support
collagen supplement · nac supplement

PromotesNAC Y²™ page · Reparative collection · Black Diamond Vitamin C Booster · Supplements (UK and EU only)

HUB 02

Cryotherapy & Recovery

Covers the cold-therapy category the brand is known for: cryo facials and whole-body cryotherapy, contrast and heat protocols, at-home cooling tools, and lymphatic drainage for circulation and puffiness.

Cryotherapy fundamentals
cryotherapy benefits · whole body cryotherapy · cryo facial

Cold & heat protocols
cold therapy face · cold plunge · contrast therapy · thermotherapy

At-home cooling tools
ice globes · ice roller · neck mask

Drainage & circulation
lymphatic drainage massage · gua sha · boost circulation · facial puffiness

PromotesCryo collection · Cryo De-Puffing masks · Cryo sculpting tool · 111CRYO page

HUB 03

Event-Ready Skin

Prepares skin for a specific date: bridal and wedding timelines, pre-event and makeup prep, treatment masks, and the glow, smoothness and firmness wanted on the day.

Bridal & wedding prep
bridal skincare · wedding skincare · pre wedding facial

Pre-event routines
skin prep · makeup prep · in flight skincare

Treatment masks
sheet mask · hydrogel mask

Finish & results
glowing skin · radiant skin · smooth skin · firming skin

PromotesMasks collection · Build Your Own Mask Kit · Curate Your Own Carry-On · Bestsellers

HUB 04

Skincare Routines & Layering

Builds the daily framework: routine order and steps for beginners, morning and evening regimens, correct layering of essences and serums, and routines tailored to skin type or a lead active.

Routine foundations
skincare routine · skincare steps · skincare order · beginner skincare · simple skincare

Morning, night & travel
morning skincare · night skincare · travel skincare routine

Layering technique
serum layering · essence skincare · double cleansing

Routines by skin type
oily skin routine · dry skin routine · sensitive skin routine · acne routine

Active-led routines
vitamin c routine · retinol routine · exfoliation routine

Ritual add-ons
face mask routine · gua sha routine

PromotesSkincare Routine Builder (quiz) · Repair & Renew Routine · Essences · Cleansers

HUB 05

Sun Protection & Prevention

Addresses daily SPF: mineral versus chemical filters, formats from sticks to tinted serums, reapplication habits, sensitive and post-treatment options, and the sun damage and photoaging that prevention avoids.

SPF fundamentals
sunscreen · broad spectrum

Filter types
mineral sunscreen · chemical sunscreen · mineral vs chemical

Formats & textures
sunscreen serum · sunscreen spray · sunscreen stick · tinted sunscreen

Application habits
reapply sunscreen · makeup sunscreen · sunscreen indoors

Sensitive & post-treatment SPF
sensitive sunscreen · post laser sunscreen

Long-term damage
sun damage · photoaging

PromotesSPF collection, market-correct SKU: Repair Sunscreen SPF50+ in UK, Sunscreen SPF50 in US

HUB 06

Blemishes, Pores & Texture

Covers congestion and surface concerns: clogged and enlarged pores, comedones and adult acne, uneven texture and purging, plus the actives, cleansers and masks that clear them.

Pore concerns
clogged pores · enlarged pores · blackhead · sebaceous filaments

Breakout types
closed comedones · adult acne · congested skin

Texture & transition
uneven texture · skin purging

Oily & combination skin
combination skin · oily dehydrated skin

Treatment actives
chemical exfoliation · salicylic cleanser · retinol pores · niacinamide pores

Masks & product choice
charcoal mask · non comedogenic

PromotesClarity collection · Cleansers · Precision Peel · Large Pores and Blemishes concern pages

HUB 07

Eye Area Concerns

Targets the most-searched area of the face: puffiness and bags, dark circles and hollows, fine lines and crepiness, and the patches, masks, cooling tools and eye creams that treat them.

Puffiness & bags
puffy eyes · eye bags · puffy eyes morning · depuff eyes

Dark circles & hollows
dark circles · under eye hollows · tear trough

Lines & texture
under eye wrinkles · crow's feet · crepey under eyes · dry under eyes

Masks, patches & cooling tools
under eye patches · eye mask · hydrogel eye patches · cooling eye mask · cold compress

Eye creams & makeup
under eye cream · caffeine eye cream · concealer creasing

PromotesEye collection · Black Diamond Eye Mask · Cryo De-Puffing Eye Mask · Eye Lift Gel · Under Eye Circles concern page

HUB 08

Brightening & Pigmentation

Handles tone concerns: hyperpigmentation, melasma and discoloration, the sun and acne marks behind them, brightening products, and pregnancy-safe approaches.

Pigmentation concerns
hyperpigmentation · melasma · skin discoloration · uneven skin tone · dull skin

Spot types & causes
sun spots · acne marks · post inflammatory hyperpigmentation

Brightening products
brightening serum · vitamin c skincare · dark spot corrector · gentle exfoliation

Pregnancy-safe care
pregnancy melasma · pregnancy safe skincare

PromotesRadiance collection · Dark Spot Correcting Serum · Rose Gold Mask · Hyperpigmentation and Uneven Skin Tone concern pages

HUB 09

Skin Barrier & Sensitivity

Supports compromised skin: barrier damage and water loss, redness and reactivity, irritation from over-exfoliation or procedures, and the gentle cleansers, ceramides and soothing formulas that rebuild it.

Barrier health & damage
skin barrier repair · damaged skin barrier · transepidermal water loss

Sensitivity signals
skin redness · reactive skin · dehydrated skin

Irritation & recovery
over exfoliation · retinol irritation · post procedure skincare · chemical peel aftercare

Gentle cleansing
gentle cleanser · cleansing oil

Barrier repair products
ceramides · ceramide cream · barrier repair cream

Soothing & hydrating formulas
soothing moisturizer · gentle moisturizer · calming serum · hydrating essence

Anti-ageing for sensitive skin
sensitive skin anti aging

PromotesReparative collection · Repair Serum NAC Y²™ · Repair Day and Night Cream · Antioxidant Essence

HUB 10

Healthy Aging & Firmness

Rounds it out with structural concerns: fine and deep lines, wrinkles by area, laxity and elasticity, and the peptides, collagen serums and firming treatments that address them.

Ageing fundamentals
anti aging · fine line wrinkles · deep wrinkles

Wrinkles by area
lip lines · smile lines · neck wrinkles

Firmness & laxity
skin laxity · skin elasticity · skin tightening

Skin quality
crepey skin · dry skin

Firming & smoothing products
firming cream · collagen serum · peptides skin care · wrinkle patches

PromotesBlack Diamond collection · Exosome Face Lift · Wrinkle Erasing Retinol Patches · Fine Lines and Wrinkles concern pages

Rule 1 · Market-correct links

Every article links to the product and collection URL of the market it is served in. The root is never the default target.

Rule 2 · Stocked-only promotion

A hub promotes a product only where it is sold. Supplements appear in UK and EU versions and are swapped for the closest stocked alternative in US and ROW.

Rule 3 · Local by default

Currency, spelling, claims wording and retailer or clinic references follow the reader's market through Reach, from one master version of each piece.

Part 6 · The AI-search layer

The work that gets 111SKIN cited by the engines

AI Overviews appear on 72% of your keywords, your AI-visibility score is 16, and the engines cite YouTube and Vogue as often as they cite you. Four workstreams close that gap.

Machine-legible content

Every page ships with the structured data the engines rely on to decide what to quote. They cannot cite what they cannot parse, and right now they cannot parse your reviews, your product FAQs, or your founder's authority.

The citation targets

The "best luxury sheet mask" and "best doctor-founded skincare" roundups the engines draw from are a finite, identifiable set. We pursue your correct, prominent inclusion with Beacon, while Hub B puts the best comparison content on your own domain.

Entity authority

Dr Yannis Alexandrides and the NAC Y²™ story are your unfair advantage and they are invisible to the entity graph. Person and Organization schema and consistent authorship tell the engines why 111SKIN is a trustworthy source.

Measurement

Command tracks AI-visibility and citation share across ChatGPT, Gemini, AI Overviews, AI Mode and Perplexity, pulled from real referral data rather than sample prompts. You will see the number move.

Part 7 · What to expect

The early wins come faster because the problem is reversible

Weeks 1 to 4

Foundation

Locale, catalogue and content checks across all four markets, the Journal brought into the per-market cluster, cross-market links rewritten, parameter collections folded, and the first wave of schema. Search Console connected and the keyword map finalized.

Weeks 4 to 8

The leaks close

US searchers start landing on /en-us articles and products, the pages that were splitting rankings concentrate upward, and star ratings and richer listings start appearing in the SERP.

Weeks 8 to 12

Rankings & first citations

The #5-to-#20 product terms climb toward page one, concern content starts feeding the funnel, and the first owned AI citations appear.

Months 3 to 6

Compounding

Category authority builds, the traffic base broadens beyond your brand name, and AI-citation share becomes a measurable, growing channel.

The recommended approach

Run the foundation across all four markets at once

Because the locale, catalogue and schema checks are the same foundation every market needs, the highest-return move is to run them once across UK, EU, US and ROW, then build the ten content hubs once and localize them on top, with the AEO program and Command reporting running throughout. 111SKIN has already done the hard part. What is missing is the layer that lets a search engine, and an AI engine, see all of it in the right market. That is the most fixable kind of problem there is, and it is exactly what we build.

Book time to walk through the plan See live client results

calendly.com/sela-flyrank · flyrank.ai/results · [email protected]