Case Study · Natural Fragrance
Technical SEO, international targeting, and digital PR grew organic revenue 153% across the brand's two largest markets in twelve months, with no increase in ad spend.
+153%
Organic revenue year on year, from $232k to $587k across two markets
+153%
Organic Revenue $232k → $587k / year
+106%
Organic Sessions 91k → 188k / year
+118%
Organic Orders 1,432 → 3,126 / year
+187%
US Organic Revenue New-market expansion
The Challenge
The brand makes natural, clean-ingredient fragrance and has a loyal following. Most of its growth came from brand awareness, word of mouth, and paid. People who already knew the name converted well; the gap was everyone who didn't.
The category has high-intent search demand. People look for "natural perfume," "non-toxic perfume," "phthalate-free fragrance," and increasingly "gender neutral perfume." The brand fit those queries but ranked for almost none of them. Organic traffic was small relative to the opportunity and was almost all brand searches. Competitors were taking the non-brand demand.
The business was also expanding internationally. New storefronts in the US and Europe had to earn search visibility from a standing start, in markets with little existing brand awareness. The site's international setup was not built to support that.
The remit was not a one-off audit. It was to act as an embedded search partner: make organic a reliable revenue channel, and make it work across markets.
The Approach
No shortcuts and no single point of failure. The work ran as an ongoing partnership with the in-house team: fix the foundations, build authority, and solve problems as they came up. Where something sat outside my remit, I brought in a specialist.
Foundation
Rebuilt the on-site foundation to best practice: site structure, internal linking, page templates, metadata, and structured data across product and category pages. This let the catalogue compete for the terms it should. Then targeted the high-value non-brand cluster: natural perfume, non-toxic perfume, phthalate-free fragrance, organic perfume, and gender-neutral scent terms.
ONGOING
Expansion
Supported the move into new markets so each regional storefront earned its own visibility instead of competing with the others. Set the international search configuration correctly so US and EU visitors reached the right country's pages. Where the work needed a specialist, such as domain mapping, I brought in someone from my network.
ONGOING
Authority
Rankings in a competitive category need authority, not just clean code. I worked with the brand's PR team so their press and outreach earned SEO value, not just coverage, and ran genuine influencer and blogger engagement that built lasting links and brand signals. Off-site authority supporting the on-site work.
ONGOING
The Results
Figures cover the organic search channel across the brand's two largest markets (UK/EU and US), measured in GA4, trailing 12 months versus the prior 12. Revenue grew faster than traffic: organic visitors converted better and spent more, not just arrived in greater numbers. A third regional store was migrated during the period and is excluded for a like-for-like comparison.
What They Now Rank For
Work With Me
If there's demand in your category and your organic isn't claiming it, let's talk. I'll tell you honestly whether I can help, and if not, point you toward someone who can.
Back to all case studies