From 200 to 40,000 Organic Visitors a Month

GreenLeaf is a direct-to-consumer wellness brand with a genuinely beautiful, design-led website — and almost no one could find it on Google. When they came to us they were pulling roughly 200 organic visitors a month, the bulk of those branded searches from people who already knew the name. Their entire acquisition engine ran on paid social, and rising ad costs were quietly eroding margins on every order.

Under the polished surface, the site was working against itself. The custom front-end rendered content in ways search engines struggled to crawl, page titles and metadata were duplicated across hundreds of URLs, the site had no coherent internal linking, and a slow mobile experience was tanking Core Web Vitals. There was no content strategy at all — just a handful of product pages and an abandoned blog — so the site had nothing to rank for beyond its own brand name.

The mandate was not "more rankings" for its own sake. GreenLeaf needed organic search to become a durable, profitable acquisition channel that reduced their dependence on paid ads, and they wanted it measured against real pipeline — leads and revenue — not vanity traffic numbers.

We treated SEO as an engineering and editorial discipline together, fixing the foundations before pouring content on top of a broken base.

First, the technical overhaul. We rebuilt the front-end on Next.js with server-side rendering so every page is fully crawlable and fast, cleaned up the URL structure, eliminated duplicate titles and metadata, implemented structured data, and got Core Web Vitals into the green on mobile. This alone unlocked indexing of pages Google had effectively been ignoring.

Then we built a topical content engine. Using keyword and gap analysis in Ahrefs, we mapped the questions GreenLeaf's customers actually search through their buying journey and organised them into topic clusters — pillar pages supported by interlinked supporting articles. Content was managed in Contentful so the team could publish on a predictable cadence without engineering involvement, and every piece was internally linked to reinforce topical authority.

The work that compounded the results:

• Authoritative link building through digital PR and partnerships with credible wellness publications, earning the domain authority needed to compete for high-intent terms.
• Conversion tracking in GA4 tied to lead and revenue events, so we optimised toward pipeline rather than raw sessions and could prove the channel's ROI.
• A monthly reporting rhythm that connected ranking movements to traffic and traffic to leads, keeping the program honest and focused on what moved the business.

Over twelve months, organic traffic grew from 200 to 40,000 visitors a month — a 200x increase — with GreenLeaf ranking #1 for several of its core commercial terms and organic becoming its most profitable acquisition channel.