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Award-Winning Campaign: 5x Organic Growth for a Health Coaching Brand

5x Daily Organic Sessions

7.3 Average Position

This campaign won Bronze at The Drum Awards for Marketing EMEA 2026, Search category, and was shortlisted for Best Low Budget SEO Campaign 2026 at the Global Search Awards.

Disclaimer: as a white label SEO agency, we keep the names of the websites we work on confidential.

The Objective

A specialist health coaching brand with a strong offer had near-zero organic presence. The category is dominated by large wellness platforms and app aggregators, and sits squarely in YMYL territory. The site was generating around 30 daily sessions, had no tracked organic enquiries, and a full site redesign was scheduled for mid-campaign.

Grow organic sessions from ~30 to 100+
Generate at least 5 organic enquiries per month by Q1 2026
Improve average ranking position from ~20+ into the top 10
Establish measurable referral traffic from AI-powered search platforms
Maintain organic growth with no interruption through the redesign

The Challenge

Thin E-E-A-T signals: No clear practitioner identity, credentials, or structured programme information, which is a significant liability in a trust-sensitive YMYL category.
Content cannibalisation at scale: A back-catalogue of 373 posts, with multiple pages competing for the same queries and diluting authority across the board.
Search-to-conversion leakage: High-intent mobile visitors were dropping off before reaching pricing or enquiry forms – a conversion problem embedded inside a visibility problem.
Redesign risk: A mid-2025 site redesign created a window where mismanaged migrations or template changes could undo months of accumulated momentum.

The Approach

Site architecture rebuild and service clustering

Content sprawl was replaced with a structured hub model: dedicated pages for each service and for the highest-intent audience segments, mapped to how people search at the moment they are ready to commit. This created clear topical ownership and a direct path from search query to enquiry form.
Schema and entity ecosystem

Rather than treating schema as a one-off technical task, we implemented an interconnected entity layer: Person, Service, Offer, FAQPage, and Article schema, linking the practitioner’s identity, credentials, and programme tiers across the site. In a YMYL category, consistent expertise signals matter beyond on-page copy alone.
Content pruning

373 posts reviewed. Cannibalising and low-value content was removed or consolidated, redirecting authority toward pages with a specific commercial job to do. Fewer, better-targeted pages, each earning its place in the crawl.
UX and CRO

Hotjar heatmap analysis identified exactly where mobile users dropped off – buried pricing, unclear CTAs, fragmented pathways. Service pages were restructured so that high-intent visitors could reach an enquiry form without friction. Traffic growth and lead growth were designed to move together.
AI-optimised standalone pages

We built a layer of query-mapped landing pages structured for AI-driven search. Each page answers a single conversational query clearly, is written to support AI extractability, and positions the practitioner as the human expert in a market full of automated recommendations. GA4 now records referral sessions from ChatGPT and Perplexity.
Redesign governance

Critical URLs were mapped before any template changes were made. Intent clusters, internal linking logic, and entity consistency were preserved throughout the transition. Growth continued uninterrupted.

Results at a Glance

Daily organic sessions grew from ~30 to ~150 – a 5x increase.
Organic enquiries went from zero to 10+ per month by March 2026.
Average ranking position improved from 20+ to 7.3, landing core queries on page one in a YMYL category dominated by large platforms.
Growth continued without interruption through a full site redesign.
GA4 now records growing referral sessions from ChatGPT and Perplexity.