Helping a Challenger Supplement Brand Build Its Organic Search and AI Discovery Strategy
A fast growth supplement challenger brand had already built strong demand through product, paid media, influencer activity and brand awareness.
The brand had a distinctive product, growing customer interest and clear momentum, but organic search was still heavily dependent on people already searching for the brand by name.
The opportunity was to build a more sustainable Shopify organic strategy.
Rather than relying only on branded demand, the project focused on helping the brand show up across the wider category, including searches around nutrition, product searches & broader supplement, benefit & informational search terms both within Google and across AI driven discovery journeys.
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Turn strong brand awareness into a scalable SEO and AI search strategy that could support non brand growth, product discovery and long term customer acquisition.
The Organic Challenge
The brand had clear signs of momentum, but organic visibility was not yet matching the scale of the wider category opportunity.
A large share of organic search performance was coming from branded queries, which meant the site was capturing existing awareness but had limited reach across broader customer discovery journeys.
There were also several structural challenges limiting growth:
Key product, commercial and collection pages were not fully aligned to how customers searched, limiting the brand’s ability to capture broader non brand demand.
Product pages needed stronger purchase stage content and structured data to help Google understand suitability, usage, benefits, variants, availability and product context.
AI search and LLM discovery created a clear opportunity, but the brand needed stronger entity signals, topical associations and citation worthy content to be confidently referenced.
What I did
The first step was creating a clear roadmap that connected technical SEO, product optimisation, content strategy and AI visibility into one joined up plan.
The roadmap prioritised actions by commercial impact and implementation effort, so the brand could focus on the changes most likely to improve discovery, ranking eligibility and customer acquisition.
This included:
Technical SEO improvements
Product and collection optimisation
Commercial landing page opportunities
Content hub development
Internal linking improvements
Product schema expansion
Merchant Center and product discovery recommendations
AI Overview and LLM visibility opportunities
The goal was not to create a long list of SEO tasks. It was to build a practical search growth system the team could execute against.
Technical & 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.
Product Page & Search Alignment
Strengthened product pages with clearer suitability, benefits, routine guidance, reassurance signals and FAQs to better capture non brand, purchase stage searches.
Collection, Content & AI Visibility Strategy
Mapped wider demand into collection, landing page and content opportunities, while improving entity signals and topical relevance for Google, ChatGPT and Perplexity.
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The outcome
This was a strategy led engagement designed to give the brand a clearer organic growth system.
The work helped the brand move from a primarily branded search footprint towards a more scalable discovery model built around:
Stronger non brand search targeting
Clearer product and collection architecture
Better product page alignment with buyer intent
Improved structured data and product discovery signals
A roadmap for AI Overview and LLM visibility
Stronger entity and authority signals
A clearer plan for reducing reliance on paid acquisition over time
The result was a practical SEO and AI discovery roadmap that connected technical SEO, content strategy, product data and authority building into one commercial growth plan.
+389%
In Top 20 Keyword Positions
+32.9%
YoY growth in non brand organic performance
+219%
In Organic Revenue
