Before Profit Labs™, this pet supplements brand had a solid product line and clear repeat demand, but organic search was not doing much of the heavy lifting. The site was bringing in about $24K a month from organic search on roughly 310 transactions, and visibility was thin outside a small set of branded and near-branded terms. Only 22 keywords ranked on page 1, with just 4 in the top 3 positions. The bigger issue was that growth had stalled: collection pages were not built to rank, educational content was sparse, and technical issues made it harder for search engines to understand the catalog. The team reached out because paid acquisition was getting more expensive, and they needed search to become a steadier, more efficient source of revenue.
## What we changed
First, we rebuilt the content engine around how pet owners actually search. That meant mapping core product and symptom themes to collections, product pages, and educational articles. We created and expanded pages around issues like joint support, calming support, gut health, skin and coat, and breed- or age-related concerns. Instead of publishing broad blog posts with weak buying intent, we focused on content that could support rankings and move shoppers toward a purchase.
Next, we strengthened the commercial pages that matter most in e-commerce SEO. Category and collection pages got new copy, clearer keyword targets, better internal links, stronger metadata, and FAQ sections based on real search behavior. We also improved product page content so it answered common questions upfront, reduced thin copy, and gave search engines more context about each supplement and use case.
We also cleaned up technical SEO issues that were holding back indexation and rankings. This included tightening site architecture, fixing duplicate and thin page issues, improving internal linking between educational and product pages, and cleaning up metadata across the catalog. We also worked through crawl waste from low-value URLs and made sure the pages with revenue potential were easier to find and prioritize.
Finally, we added authority through focused link acquisition. Rather than chasing random placements, we built links to the pages and topic clusters that needed support most. That helped newer collection and educational pages get indexed faster and compete for tougher non-branded terms.
## Results
Over 9 months, organic revenue grew from $24K a month to $101K a month. That is a little over 4x monthly revenue from search, or about a 321% increase. Organic transactions rose from 310 to 1,180 per month, which means search was not just bringing in more traffic, but more buyers.
Visibility moved with it. Page-1 keyword rankings increased from 22 to 167, and top-3 rankings went from 4 to 27. In practical terms, the brand stopped relying so heavily on a narrow set of terms and started showing up across a much wider range of high-intent searches. That gave the operator a more dependable acquisition channel and more room to scale without relying as much on rising paid media costs.
## 90-day plan from here
The next quarter is focused on deepening category coverage, expanding comparison and use-case content, and pushing more page-1 terms into the top 3. We are also continuing technical cleanup on the long tail of the catalog and building links to the collections that are already close to breakout rankings. The goal from here is straightforward: keep growing non-branded revenue while improving conversion paths on the pages already earning traffic.