Owned organic growth for a health & wellness brand for 15 months: keyword and competitor research, an SEO content engine targeting high-intent queries, technical SEO fixes, and reporting that tied content investment to traffic and rankings.
The challenge
Wellness SERPs are dominated by high-authority publishers, and Google's health-content standards (E-E-A-T) punish thin content. A smaller brand can't win head-on — it has to pick high-intent, winnable queries and support them with a technically clean site.
What I did
- Keyword & competitor strategy: used SEMrush and Ahrefs to map the query landscape, find gaps competitors under-served, and prioritize by intent and winnability rather than raw volume.
- Content engine: planned and published SEO-optimized blog content targeting high-intent health & wellness queries — briefs, on-page optimization, and internal linking built in from the start.
- Technical SEO: implemented site-structure improvements, meta-tag cleanup, internal linking architecture, and page-speed optimization.
- Measurement: tracked rankings, organic traffic, and content performance in Google Analytics and Search Console, reporting on keyword movement and content ROI to guide the next quarter's plan.
Results
- Roughly doubled organic search sessions in 15 months through keyword strategy, on-page optimization, and technical fixes.
- Improved keyword rankings across the target query set and surfaced high-intent keyword gaps that fed the SEM and growth strategy.
- A repeatable brief → publish → measure content workflow.
- ＋ Add: # keywords on page 1 ＋ Add: articles published
What this shows
Full-stack SEO ownership — strategy, content, technical, and measurement — in a category where content quality standards are unforgiving. This foundation is also what led me to GEO/AI-search work like ShelfSpace: organic visibility is moving to a new surface, and the same discipline applies.