Supplements
SEO + AI Search
Growth audit + retainer
🌎 UK / International
🛒 Shopify
🎯 SEO growth audit + fractional retainer
🧠 Includes AI search visibility
+219%
organic revenue growth
+389%
keywords in top 20 positions
+32.9%
YoY non-brand organic performance
The situation
Strong brand momentum, but organic was almost entirely branded — and AI search was an untapped opportunity
This fast-growth supplement challenger brand had already built strong demand through product quality, paid media, influencer activity, and brand awareness. Customers who knew the brand were finding them — but the organic channel was almost entirely dependent on people already searching for them by name.
Non-brand organic was minimal. The brand wasn’t showing up for the category, benefit, and ingredient searches that drive new customer acquisition. And as AI search surfaces like Google AI Overviews, ChatGPT, and Perplexity began to influence discovery journeys, there was a clear risk of being invisible in the spaces where future customers were looking.
The opportunity was to build a more sustainable Shopify organic strategy — one that captured broader search demand and positioned the brand for long-term AI search visibility alongside traditional Google rankings.
Before vs after
From brand-dependent to a diversified discovery engine
Before
✕ Organic dominated by branded queries
✕ Collection pages not search-aligned
✕ Thin product page content
✕ No structured data / schema
✕ Zero AI search or LLM visibility
✕ No content hub or topical authority
After
✓ +219% organic revenue growth
✓ Collections mapped to non-brand intent
✓ Product pages rebuilt for buyer stage
✓ Full schema implementation
✓ Cited in AI Overviews, ChatGPT & Perplexity
✓ Content hub live and driving topical authority
Keywords in top 20 positions
Baseline
+389%
Non-brand organic revenue
Baseline
+219%
AI search surfaces now citing the brand
✓ Google AI Overviews — featured for core supplement category terms
✓ ChatGPT — referenced in product recommendation responses
✓ Perplexity — cited as a source for ingredient and benefit queries
✓ Google organic shopping — improved product discovery signals
What we did
A joined-up roadmap connecting technical SEO, product optimisation, content, and AI visibility
The first step was creating a clear roadmap that connected technical SEO, product optimisation, content strategy, and AI visibility into one joined-up commercial growth plan — prioritised by impact and implementation effort.
1
Technical and product discovery foundations
Improved crawlability, indexation, internal linking, and structured product data so Google and AI systems could better discover, understand, and trust priority pages.
2
Collection page and commercial landing page optimisation
Mapped wider non-brand search demand into collection and landing page opportunities, then rebuilt collection architecture around how customers actually search.
3
Product page rebuild for purchase-stage search
Strengthened product pages with suitability signals, benefit framing, routine guidance, reassurance content, and FAQs designed to capture high-intent non-brand searches.
4
Schema and structured data expansion
Implemented product schema, FAQ schema, breadcrumb schema, and Merchant Center improvements to strengthen product discovery signals.
5
AI Overview and LLM visibility strategy
Structured content, entity signals, and topical associations to improve visibility across Google AI Overviews, ChatGPT, and Perplexity.
6
Internal linking and authority building
Restructured internal linking to pass authority from the content hub into commercial collection and product pages, reinforcing topical relevance across the site.
“We had the brand and the products. What we didn’t have was a system for people to find us when they weren’t already looking for us by name. This engagement changed that — and now we’re showing up in ChatGPT and AI Overviews too, which feels like a completely different league.”
Founder, UK Supplement Brand · Shopify · SEO audit + fractional retainer
Engagement details
Type — Audit + Fractional
Platform — Shopify
Market — UK / International
Sector — Supplements / DTC
AI surfaces — 3 platforms
Services delivered
✓ SEO growth audit
✓ Technical SEO
✓ Collection page strategy
✓ Product page optimisation
✓ Schema / structured data
✓ Content hub development
✓ AI search visibility
✓ Internal linking architecture
Selling supplements on Shopify?
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Previous case study
US DTC brand grows organic revenue 136% in 12 months
Ready to build an organic channel that works without the brand?
Supplement, health, and DTC brands — let’s talk about what non-brand growth looks like for you.
Kev Wiles - Fractional Shopify SEO Consultant © 2026