At a Glance

About MyMuse

MyMuse is India’s first bedroom essentials brand, on a mission to make intimacy easy, approachable, and fun for Indians everywhere. They create high-quality, well-designed intimate products for couples and individuals, supported by content that is informative, real, and free from the shame and stigma that dominates the category in India.

The product is strong. The mission is clear. The market is enormous. And yet, at launch, MyMuse faced a challenge that no amount of product quality could solve on its own: how do you build organic visibility for a brand in a category that India’s internet has historically treated as either taboo or spam?

Black hat SEO, clickbait content, and low-credibility players had polluted the sexual wellness search landscape in India. Buyers searching for these products found a sea of untrustworthy results. MyMuse needed to stand apart as the credible, design-forward, brand-safe option, and do it through content that buyers could actually trust. CometRank built the SEO infrastructure to make that happen.

The Situation Before We Started

Before the engagement, MyMuse had a strong product and brand identity but almost no organic search presence. Here is a snapshot of where they stood:

The competitive landscape was uniquely difficult. Unlike most D2C categories where established brands dominate organic results, the sexual wellness category in India was dominated by black hat players, clickbait aggregators, and poorly-built listing sites. The gap was not just competition. It was the complete absence of credible, trustworthy content that a buyer could feel comfortable engaging with.

The Challenges

Three challenges made this engagement unlike any standard D2C SEO project:

• Social stigma suppressed content supply. Most credible brands in this space avoided aggressive SEO because they feared brand association with low-quality search results. This created a massive content vacuum that MyMuse could fill by being the first trustworthy voice.
• Location searches had real volume but zero credible competition. Searches like sex toys in Mumbai or adult toys in Bangalore had genuine buyer intent behind them but were served almost entirely by low-quality directory pages and spam results. A well-built, branded location page could rank immediately.
• Gifting was an untapped conversion pathway. A significant portion of intimate product purchases in India happen in the context of gifting: anniversaries, birthdays, Valentine’s Day, and relationship milestones. No competitor had built structured gifting content. This was an entirely uncontested conversion intent sitting uncaptured.

The strategy CometRank built addressed all three through five interconnected content layers, each designed to capture a specific type of buyer intent while collectively building MyMuse’s authority as the most trusted name in Indian sexual wellness.

The Strategy: What CometRank Did and Why

The foundational insight was that search demand for intimate products in India is enormous, consistent, and almost entirely underserved by credible content. Every layer of the strategy was built around the same principle: be the most trustworthy, most useful, and most brand-safe result for every query in the category. In a space full of spam, trust is the competitive advantage.

Step 1: Location pSEO Pages for Sex Toys and Adult Toys Across Indian Cities

The first pSEO layer CometRank built targeted the high-intent, location-modified searches that buyers use when they are ready to purchase and want to find a product available to them in their city. Two parallel sets of location pages were built simultaneously:

Sex Toys in [City]: 20 Pages
Targeting the primary product-category search with city modifier, covering India’s highest-volume markets:

• “Sex toys in Mumbai”, “Sex toys in Delhi”, “Sex toys in Bangalore”
• “Sex toys in Hyderabad”, “Sex toys in Chennai”, “Sex toys in Pune”
• “Sex toys in Kolkata”, “Sex toys in Ahmedabad”, “Sex toys in Jaipur”
• “Sex toys in Surat”, “Sex toys in Lucknow”, “Sex toys in Chandigarh”

Each page was built with content that was brand-appropriate: informative, destigmatising, and conversion-focused without being salacious or clickbait. The pages explained what MyMuse offers, why quality and discretion matter in this category, and how to purchase with confidence. The tone matched MyMuse’s brand positioning as the credible, design-forward alternative in the space.

Adult Toys in [City]: 25 Pages
A parallel set of 25 pages targeting the adult toys search pattern, which carries different search volume profiles and buyer intent to the sex toys modifier, across a broader geographic spread:

• “Adult toys in Mumbai”, “Adult toys in Delhi”, “Adult toys in Bangalore”
• “Adult toys in Hyderabad”, “Adult toys in Chennai”, “Adult toys in Pune”
• “Adult toys in Noida”, “Adult toys in Gurgaon”, “Adult toys in Kochi”
• “Adult toys in Indore”, “Adult toys in Nagpur”, “Adult toys in Coimbatore”

The strategic logic behind two parallel page sets was keyword coverage breadth. Buyers in this category search using both terms interchangeably. Building separate, optimised pages for each term meant MyMuse captured both search patterns simultaneously rather than relying on a single page to rank for both.

Step 2: Gifting pSEO Pages Targeting Occasion-Based Purchase Intent

The second content layer targeted a buyer segment that no competitor had built structured content for: the gifting buyer. A significant portion of intimate product purchases in India are made in a gifting context, driven by anniversaries, birthdays, Valentine’s Day, and relationship milestones. These buyers search differently from direct product searchers. They search by occasion and recipient rather than by product category.

CometRank built a comprehensive gifting content architecture covering every major gifting intent dimension:

By Recipient:

• Gifting for Couples (mymuse.in/pages/gifting-for-couples)
• Intimate Gifts for Him (mymuse.in/collections/intimate-gifts-for-him)
• Intimate Gifts for Her (mymuse.in/collections/intimate-gifts-for-her)

By Occasion:

• Best Anniversary Gift Intimate India (mymuse.in/blogs/guides/best-anniversary-gift-intimate-india)
• Best Birthday Gift for Girlfriend India (mymuse.in/blogs/guides/best-birthday-gift-for-girlfriend-india)
• Best Intimate Gift for Partner India (mymuse.in/blogs/guides/best-intimate-gift-for-partner-india)

By Budget and Format:

• Gifts Under 3000 for Her (mymuse.in/collections/gifts-under-3000-for-her)
• Gift Sets (mymuse.in/blogs/guides/gift-sets)
• Best Self-Care Gift for Women India (mymuse.in/blogs/guides/best-self-care-gift-for-women-india)

The gifting pages served two strategic purposes beyond their direct ranking value. First, they reframed the category in a socially acceptable context. A buyer uncomfortable searching for adult products directly could arrive through an anniversary gift or birthday gift search and discover MyMuse in a context that felt entirely natural. Second, gifting buyers converted at significantly higher rates because the purchase occasion created its own urgency and justification.

Step 3: Competitor Comparison Pages for Bottom-Funnel Buyers

The third content layer targeted buyers already in the evaluation stage who were comparing MyMuse against other intimate product brands available in India. Comparison pages were built targeting queries where a buyer had already identified the product category and was choosing between specific brands:

• “MyMuse vs [Competitor]: which intimate brand is better for Indian buyers”
• “Best intimate wellness brands in India: MyMuse vs alternatives”
• “MyMuse review: is it worth it compared to [competitor]”

In a category where brand trust is the primary purchase driver, comparison pages served a critical function. They allowed MyMuse to control the narrative around how it compared to lower-quality competitors, highlight its design standards and discretion guarantees, and convert buyers who arrived already pre-qualified and ready to choose.

Step 4: Blog Content That Destigmatised the Category and Drove Organic Trust

The fourth content layer was a sustained blog strategy that positioned MyMuse as the most credible and trustworthy voice in Indian sexual wellness content. The blog addressed topics that Indian buyers were actively searching for but finding no credible answers to:

• “How to buy intimate products safely and discreetly in India”
• “A guide to sexual wellness for Indian couples: where to start”
• “The best intimate gifts for your partner in India: a buyer’s guide”
• “Self-care and sexual wellness: why Indian women are talking about it now”
• “How to choose the right intimate product: a first-time buyer’s guide for India”
• “The most thoughtful anniversary gifts for couples in India in 2025”
• “Why quality matters in intimate products: what Indian buyers need to know”

Every blog post was written with products naturally integrated at the right points in the content, matching reader intent to the specific MyMuse product most relevant to their question. The content was not promotional. It was genuinely informative, and the products earned their place in it by being the logical answer to the reader’s specific need.

This approach served dual purposes: it built the topical authority that search engines require to rank a site for competitive terms, and it built the brand trust that Indian buyers require before making their first intimate product purchase.

Step 5: UGC Platform Dominance on Reddit and Quora

The fifth layer of the strategy was arguably the most differentiated: a structured presence on the UGC platforms where Indian buyers were already having frank, anonymous conversations about sexual wellness, intimate products, and their first purchase experiences.

Reddit and Quora had thriving communities around exactly the questions MyMuse’s content was designed to answer. Indian buyers were asking:

• “Where can I buy sex toys in India safely and discreetly?”
• “Has anyone tried MyMuse? Is it legit?”
• “What is the best intimate gift for my girlfriend in India?”
• “How do couples in India talk about and buy adult products together?”
• “Are sex toys legal in India? Where is the safest place to buy?”

CometRank built a systematic approach to these communities: providing genuinely helpful, expert answers to questions where MyMuse’s content was the most useful resource, contributing authentically to confessional and advice threads where real buyers shared their experiences, and positioning MyMuse’s blog and product pages as the credible reference source in a space full of anonymous, unverifiable advice.

The results from this UGC engagement were significant across three dimensions:

• Direct referral traffic from Quora answers and Reddit threads that linked to or mentioned MyMuse pages drove a measurable and consistent stream of high-intent visitors who had already been exposed to positive social proof before landing on the site.
• Brand authority signals from authentic community engagement reinforced the topical authority of MyMuse’s domain in Google’s eyes, supporting rankings for the category’s most competitive terms.
• Organic brand mentions in confessional and advice threads created a word-of-mouth effect that no paid campaign could replicate, as buyers shared their genuine first purchase experiences and recommended MyMuse to others in the same position they had been in.

The combination of UGC platform presence and blog content created a trust loop: community discussions referenced the blog as the most credible source, the blog drove traffic back to the product pages, and buyers who had encountered MyMuse first through a Quora answer or Reddit thread converted at a higher rate because the trust had already been established before they arrived.

The Results

Measured year over year, every tracked metric showed exceptional growth:

1. 567% growth in clicks on Google Search
2. 1,050% growth in impressions on Google Search
3. 1,054% growth in total ranking keywords
4. 477% growth in keywords appearing on Page 1
5. Massive UGC engagement on Reddit and Quora driving consistent referral traffic and brand trust

“They consistently go above and beyond scope. The Brandshark team has been instrumental in the success of our business which stems from their genuine interest in the overall success of the brand.”
– MyMuse Founders, India’s First Bedroom Essentials Brand

The 1,054% growth in ranking keywords is the defining metric of this case study. It reflects not just traffic growth but category ownership. MyMuse went from near-invisible in sexual wellness search to the most comprehensively ranked credible brand in the category, appearing across location searches, gifting intent searches, comparison queries, and informational content simultaneously.

The 567% click growth translated directly into commercial outcomes. Unlike traffic growth driven by informational content alone, MyMuse’s location pages and gifting pages were built specifically to convert, ensuring that a significant portion of new organic traffic landed on pages designed to take a buyer directly from search to product page to checkout.

The UGC layer contributed in ways that standard analytics cannot fully capture. Brand mentions in confessional Quora threads and Reddit discussions created a social proof ecosystem that pre-converted buyers before they ever reached the site, making every subsequent organic visit more likely to result in a purchase.

Key Takeaways for D2C Brands in Sensitive or Taboo Categories

This case study surfaces lessons that apply to any D2C brand in a category where social stigma has suppressed credible content supply relative to genuine search demand:

• Taboo categories have the least content competition: Stigma suppresses content supply, not search demand. Indian buyers search for intimate products constantly. The gap is credible, trustworthy content that meets that demand. The first brand to fill that gap with quality content owns the category.
• Location pages in taboo categories rank fast: City-level pages for sensitive product categories face almost no structured competition from credible brands. Searches like sex toys in Pune or adult toys in Chennai have real search volume and near-zero competition from well-built, brand-safe pages.
• Gifting intent is the highest-conversion entry point: Gifting reframes the category in a socially acceptable context with higher average order values and higher conversion rates. Anniversary gift intimate India and birthday gift for girlfriend India are searches where the purchase decision has already been made before the buyer lands on the page.
• UGC platforms are pre-conversion environments: Buyers in stigmatised categories spend more time on Reddit and Quora than in direct search before making a first purchase. Authentic presence in those communities converts browsers into buyers before they arrive at the site.
• Trust-first content beats promotional content in taboo niches: Blog content that is genuinely informative and free of shame builds the topical authority search engines require and the brand trust buyers require simultaneously. In a category full of spam, being real is the strategy.

Frequently Asked Questions

How did CometRank approach SEO for a category that Google treats sensitively?

The strategy was built around creating content that met Google’s quality guidelines while serving the genuine informational and purchase needs of Indian buyers. Every page was written to be brand-safe, genuinely useful, and free of the clickbait signals that have caused Google to penalise low-quality players in the category. Being the most credible result in a category full of spam is a significant ranking advantage, and that credibility was built through consistent content quality, not keyword density.

Why were two parallel sets of location pages built rather than one set covering both terms?

Because sex toys and adult toys are used interchangeably by Indian buyers but have different search volume profiles, different click-through rate patterns, and different competition landscapes at the city level. A single page optimised for one term would underperform for the other. Building separate, dedicated pages for each term doubled the keyword footprint at the city level and ensured MyMuse captured the full scope of location-modified search demand in the category.

How did the gifting pages perform compared to the direct product pages?

Gifting pages consistently converted at higher rates because the buyer’s purchase decision was already contextualised by an occasion. A buyer searching for best anniversary gift intimate India has already justified the purchase emotionally. The page only needs to confirm that MyMuse is the right product. This is fundamentally different from a buyer still in the awareness stage who needs more content before committing. Gifting intent pages also attracted buyers with higher average order values because gift purchases trend toward premium and bundled options.

What made the Quora and Reddit strategy so effective for MyMuse specifically?

Sexual wellness in India is a category where buyers frequently seek anonymous community validation before making a first purchase. Quora and Reddit provide that anonymity. A buyer who reads a thread where real people have shared positive first-purchase experiences with MyMuse arrives at the site with a completely different conversion likelihood than one who arrives cold from a search result. The UGC strategy exploited this pre-conversion dynamic by ensuring that MyMuse’s brand appeared in those community discussions as the trusted, recommended option.

Can this pSEO approach work for other sensitive D2C categories in India?

Yes. The same supply-demand gap exists in mental health supplements, fertility and reproductive health products, addiction recovery tools, body positivity brands, and sexual health information more broadly. In each of these categories, search demand is substantial, content supply from credible brands is thin, and the first brand to build a genuine, trust-first content infrastructure at scale will own the organic channel for years. The location pSEO, gifting intent, and UGC platform approach transfers directly to any category where stigma has created a credibility vacuum.

Ready to Build Your Programmatic SEO Engine?

If your D2C brand is in a category where stigma has suppressed content supply relative to genuine search demand, CometRank can map the full opportunity across location searches, gifting intent, comparison queries, and UGC platforms, then build the content infrastructure to own the category before anyone else does.

Book a CometRank demo today and see your full keyword map.