Case Study

Happy Way

SEO Growth Strategy

Happy Way, an Australian health supplements brand, sought to reduce dependency on branded search by capturing high-converting non-branded keyword traffic related to protein powders, supplements, and health-focused product niches. Through a content-led SEO strategy and targeted on-page optimisations, the brand achieved notable first-page rankings for competitive industry terms, resulting in improved traffic quality and revenue contribution.

Generated in 4 Months

TL;DR

Revenue efficiency has increased significantly as high-intent users from non-branded terms convert better than branded browsers.
Topical content depth on protein types, use cases, and product variations created a solid SEO moat around key supplement niches.

Happy Way is a leading health and wellness brand in Australia, known for its range of protein powders and natural supplements. While branded search performance was strong, the brand wasn’t fully tapping into discovery-phase audiences, those searching for terms like “protein powder for women” or “natural greens powder” without prior brand awareness.

Content Strategy for Intent-Driven SEO

We created dedicated collection pages for emerging product categories like “tasteless protein” and “protein water” to improve visibility for niche, high-intent searches. In parallel, we developed supporting blog content—including recipes, use cases, and health benefit articles, to capture informational long-tail traffic and guide users through the awareness and consideration stages. Through intent mapping and SERP analysis, we strategically separated commercial and informational content between collections and blogs. This approach allowed us to better address different search intents while also optimizing for featured snippet eligibility and targeting semantic keyword variations to expand organic reach.

Expanding Content by Use Case

For Happy Way, we expanded content around specific use cases tied to core products like “protein powders” and “greens powders”, from “muscle recovery” and “meal replacement” to “daily energy” and “immunity support”. This approach helped us capture high-intent, long-tail searches with less competition. These targeted pages acted as entry points for health-conscious shoppers, driving traffic and conversions without relying on brand familiarity.

Reducing Brand Dependence

For Happy Way, we moved beyond branded keywords to compete for broader, benefit-focused search terms across categories like “protein” and “greens powders”. The goal was to position the brand as a go-to authority in the health and wellness space, not just as “Happy Way,” but as a trusted source for high-quality, functional nutrition.

Over the last 4 months, organic search performance has shown strong positive momentum.
Revenue from organic traffic increased by 39.06%, reflecting higher-value user engagement.
The conversion rate also saw a significant lift of 275.27%, indicating improved alignment between search intent and on-site experience.
These gains suggest that recent SEO and content efforts are driving more qualified traffic. Overall, the results highlight stronger performance from fewer but more intent-driven visitors

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 Happy Way, this approach was all about turning SEO into a revenue driver, combining technical know-how with commercially focused execution. It’s proof that organic search can fuel real growth, not just keep your brand visible.

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