Before Profit Labs™, this outdoor gear brand had solid products and a healthy direct-to-consumer business, but organic search was not keeping up with demand. They were doing about $94K a month in organic revenue from 720 monthly transactions, and most of that was coming from a relatively small set of terms. They had some rankings, but not enough depth: 84 page-one keywords and just 14 in the top three spots. The bigger issue was coverage. Important category and product-intent searches were either unsupported, buried in weak collection pages, or split across similar URLs that made it hard for Google to understand which page should rank. They reached out because paid media was doing too much of the work, and they wanted SEO to become a steadier revenue channel.
## What we changed
First, we rebuilt the content plan around how people actually shop for outdoor gear. Instead of publishing broad blog posts with weak purchase intent, we mapped content to category, subcategory, use case, and comparison searches. That meant new collection page copy, stronger internal links, buying guides, “best for” pages, and comparison content that helped capture searches from people closer to checkout. We also tightened title tags, headings, and on-page copy so key pages had a clearer target.
Next, we cleaned up the site structure. Several high-value pages were competing with each other, and some important collections were too many clicks from the homepage. We consolidated overlapping pages, improved internal linking from blogs and category hubs, and made sure priority pages were included prominently in navigation. We also addressed indexation issues, duplicate metadata, thin pages, and template problems that were limiting crawl efficiency.
On the authority side, we ran a steady backlink program tied to product categories and seasonal topics. This included digital PR placements, outreach to relevant publishers, and link acquisition to category and guide pages rather than only the homepage. The goal was simple: support the pages that actually drive transactions.
Because this was an e-commerce SEO track, local work was not the center of the campaign. Where relevant, we still cleaned up brand citations and consistency signals, but the main effort stayed focused on technical SEO, commercial content, and authority to revenue-driving URLs.
## Results
Over 12 months, organic revenue grew from $94K a month to $483K a month. That is a $389K monthly lift, or roughly a 414% increase. Organic transactions rose from 720 to 3,610 per month, up 401%. In practical terms, this meant thousands more orders coming through non-paid search and far less pressure on paid acquisition to carry month-end targets.
Visibility expanded in a meaningful way too. Page-one rankings increased from 84 to 487, and top-three rankings climbed from 14 to 78. That matters because it was not one or two hero terms doing all the work. The brand built broader coverage across collection, comparison, and product-intent searches, which made traffic and revenue more durable.
## 90-day plan from here
The next quarter is focused on scaling what is already working. We are expanding winning category clusters, adding supporting comparison and use-case pages, and refreshing pages that are sitting in positions 4-10 to push more of them into the top three. We are also continuing link acquisition to high-converting collections and tightening internal links into seasonal product lines so the brand is in a stronger position ahead of peak demand.