$260K
Revenue from organic search in the first 9 months
Finnish Sauna Store
United States
A new domain selling a premium product, up against Home Depot and Wayfair from the start.
DTC Ecommerce
Seus Lighting
An established site where the pages that sell weren't ranking. We reorganized what they already had and built no new backlinks.
842
Times cited in ChatGPT answers
From near zero before the rebuild
- Market
- United States
- Duration
- Restructure project
- Focus
- US Lighting, Site Restructure
- 60.4KOrganic clicks
- 8.03MSearch impressions
- 0New backlinks needed
The starting point
Years of authority, and none of the pages that sell were ranking.
Seus Lighting had spent years earning authority: a Domain Rating of 48, which is Ahrefs' score for the strength of a site's backlinks, and coverage in the right publications. The problem was where that authority was going. Every page on the site that takes an order was ranking outside the top 20, while blog posts and old promotional pages were receiving the internal links and trust that should have been going to the product and category pages.
What was at stake
Everything a top-ranking site needs, except the rankings.
The usual answer here is to build more links, which means months of outreach and a budget to match. That wasn't the problem. The links Seus already had were pointing at pages that didn't sell anything, and every month of new outreach would have been another month with the product and category pages still outside the top 20.
What we did
We reorganized the pages they already had. No new links.
Most SEO problems get solved by adding more: more pages, more links, more content. This one needed the opposite. We took the authority Seus already had and sent it, through internal links, merged pages and a clearer page structure, to the pages that bring in orders instead of the ones that don't.
Step 01
Mapped where the authority was
Found exactly which pages the existing links pointed at, and which pages were receiving that trust without turning it into sales.
Step 02
Rebuilt the internal links
Changed how every page on the site links to every other page, so trust flowed from the pages with authority to the product and category pages where people buy.
Step 03
Merged pages that competed with each other
Where two or three Seus pages were splitting authority on the same buyer search, we merged them. One strong page usually does better than three weak ones.
Step 04
Restructured pages so AI tools could read them
Rebuilt the page structure so ChatGPT, Perplexity and Google's AI Overviews could pull clean answers from it, turning the same authority into citations as well as rankings.
What changed
60K clicks, 8M impressions, 842 ChatGPT citations. No new links.
The same site that couldn't get its buying pages into the top 20 went on to 60,400 clicks from Google, 8.03 million search impressions, and 842 separate citations in ChatGPT answers, without building a single new backlink. The work was almost entirely structural: we sent the authority the site already had to the right pages.
This is one project, and one of our strongest results so far. What you'd see depends on your own site, your competition, how quickly changes go live, and Google's own updates.
More case studies
More results, with company names.
8,300
Clicks from Google in 6 months
BAT Velo (British American Tobacco)
United Arab Emirates
A launch in Arabic and English into a market where almost nobody was searching for the category yet, against Noon.com and Carrefour.
11×
Monthly visitors from Google, at peak
Heracles Wellness
United Kingdom
No rankings and a single-digit Domain Rating at the start. It reached #2 in the UK for its main buying search.
Start with a free 30-minute call.
You'll talk with the campaign lead who'd run your account about your site, what you've tried, and what you want from search. You'll leave knowing whether we think we can help and roughly what it would cost. There's nothing to prepare and no obligation.