// Case Study · United Kingdom
Heracles Wellness
DTC Ecommerce · UK Wellness Market
11×
Monthly organic visitorsFrom 500 to 5,500 at peak
- // MarketUnited Kingdom
- // DurationTopical-dominance build
- // TaglineZero authority. Zero rankings. We built UK wellness category dominance from a single-digit DR.
// 01. The Problem
What was actually wrongA DR in the single digits, in a category with established competitors.
Heracles Wellness was launching into the UK outdoor-sauna market with no existing authority, a Domain Rating in the single digits and zero rankings. The category they were entering had legacy competitors with eight-figure revenues, deep editorial relationships, and indexed estates we couldn't outspend our way past.
// 02. The Stakes
When you sell a £4,000+ outdoor sauna, the buying journey takes weeks. Buyers compare. Buyers research. Buyers read. If your store doesn't surface in any of those research moments, the comparison happens without you, and the sale goes to whichever brand owned the search results. With single-digit DR and zero rankings, Heracles wasn't even in the comparison.
// 03. What We Did
The standard new-brand SEO playbook is to publish a few articles, earn a handful of links, and hope to ride up. That works for low-stakes categories. For a £4,000-product category against legacy competitors, it doesn't. We picked one specific subcategory (outdoor saunas, UK) and went for absolute dominance on it, every search a UK outdoor-sauna buyer could possibly run, owned end-to-end, before we touched anything else.
- 01
Picked one subcategory to dominate first
Not "saunas." Not "wellness." "Outdoor saunas, UK." Narrow enough to win. Big enough to matter. Every other expansion came after.
- 02
Mapped every buyer search inside that subcategory
Comparison searches, buying-guide searches, brand searches, problem searches, installation searches, every search a UK outdoor-sauna buyer could possibly run, in the order they run them.
- 03
Shipped the entire content estate as one connected system
Every page linking to every other relevant page, every search owned by the page best-suited to convert it, no two pages competing for the same buyer.
- 04
Earned UK-specific editorial authority
Editorial coverage in UK publications that the algorithm, and AI engines, treat as authoritative for UK wellness buyers.
// 04. The Outcome
Heracles went from 500 monthly visitors at kickoff to 5,500 at peak, an 11x lift. Domain Rating climbed from single digits to 23. And the brand now ranks #2 in the UK for "outdoor saunas UK", the single most valuable buying search in their category. From zero.
11×Monthly organic visitors
No vanity metrics. Every call was about revenue pages. Felt like talking to someone who had skin in the game.
// More breakdowns
- $260KFinnish Sauna StoreNew domain. Premium product. Going up against Home Depot and Wayfair from a standing start.
- 842Seus LightingStrong domain. Wrong pages winning. Every page that should make money was buried past page two.
- 8,300BAT Velo (British American Tobacco)Dual-language launch into a market with no existing demand, against Noon.com and Carrefour from day zero.
// Briefing
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