No keywords. +142% organic revenue.

A site built to sell. Not to be found.

The site had the products. It didn't have the answers. Basic product listings, minimal information, and no content built around how people actually search when they're looking for sports supplements.

No blog, no FAQs, nothing intent-driven. Someone searching for dosage advice, ingredient breakdowns, or what to take before a race would find nothing from this brand.

Three gaps

No keyword or intent strategy. Products listed. Customers not considered. The site existed to list products, not to answer questions.

No content funnel. Nothing to capture top, mid, or bottom of funnel traffic. No blog, no FAQs, no intent-driven content at all.

Zero AI or modern search presence. No position in ChatGPT, Perplexity, or AI Overviews.

Intent-layered architecture. No keyword research.

This started as a deliberate test. No keyword research tools. No search volume chasing. Every single topic was sourced from where real questions live: Reddit threads and People Also Ask. If a real person hadn't asked it, it didn't get written.

Every topic was also audited against AI Overviews, aligning each article with how generative engines interpret and surface answers. That decision mattered more than expected.

Three phases, mapped to how customers actually think

The site architecture was mapped to three functional phases of the buyer journey, not to product categories, and not to what a keyword tool suggested.

The traffic, the revenue, and the AI citations followed

Organic sessions more than doubled, from 22,557 to 49,676 (+120.22%). New users grew 125.48%. But the headline number is revenue: +142.28%, with £61,573 earned from the organic channel in the period.

Transactions grew 137.94%, nearly matching the revenue growth, which means this wasn't just more traffic. It was the right traffic, better matched to commercial intent.