Case Study

The Collagen Co

SEO Growth Strategy

The Collagen Co is a leading Australian beauty brand known for its premium collagen supplements, designed to support healthier hair, skin, and nails from the inside out. Founded in Melbourne, the brand has built a loyal following across the health and wellness space.

Generated in 6 Months

TL;DR

Doubled organic revenue year-on-year without increasing ad spend
Significant uplift in non-branded traffic from high-intent keywords
Multiple new first-page rankings for highly competitive product terms
67% increase in organic sessions and 53% more transactions
SEO became a reliable, scalable customer acquisition engine

The Collagen Co is a premium beauty supplement brand with a strong presence in Australia. While branded search performance was solid, the business wasn’t capturing enough discovery-phase customers—those searching for products like “collagen supplements” or “marine collagen” without yet knowing the brand.

In a saturated market, the goal was clear:
Drive scalable, new-to-brand traffic from non-branded, high-intent searches.

Product-Led SEO Optimisation

We reworked The Collagen Co’s product and category pages to better align with how customers actually search—focusing on phrases tied to specific benefits, product types, and outcomes. This included technical updates like schema markup, internal linking, and structured alt text to help search engines understand and index content more effectively.

Expanding Content by Use Case

Beyond core products, we built out content that spoke to specific user goals—like improving skin, hair, or hydration. This allowed us to tap into long-tail searches where competition was lower but intent was high. These landing pages served as entry points into the brand, capturing attention without relying on name recognition.

Reducing Brand Dependence

We deliberately shifted focus away from branded keywords, positioning The Collagen Co to compete for generic and benefit-driven terms. This meant building authority in the collagen category as a whole—not just as “The Collagen Co,” but as a trusted expert in the space.

Over the course of 12 months, this strategy transformed SEO into one of the brand’s highest-performing channels. Organic traffic rose sharply, and revenue from search more than doubled compared to the previous year.
Sessions grew by over 60%, and transactions followed suit with a strong uplift—evidence that we weren’t just bringing more people to the site, but the right people. Average order value remained consistent, showing that traffic quality wasn’t diluted.
Most importantly, the brand achieved sustainable growth through SEO, with no increase in paid media costs.

Targeting non-branded, high-intent keywords in a focused way is one of the most effective ways to acquire new customers without overspending on ads.

Building landing pages around product benefits opens up scalable, low-competition traffic that drives real conversions.

Investing in SEO content and technical foundations improves visibility and long-term ROI—especially when paired with structured site architecture and internal linking.

Reducing dependency on branded search protects against volatility and improves resilience as the brand scales.

For The Collagen Co, this was a playbook for profit-focused SEO: a smart, technical, and commercially aligned approach to growth that proves organic search can be a primary acquisition engine — not just a brand maintenance channel.

Want to know what this could look like for your brand? Let’s talk.

Real Results, Real Clients

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The Collagen Co

SEO Growth Strategy

54%

107%

Product-Led SEO Optimisation

Expanding Content by Use Case

Reducing Brand Dependence

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