Healthspan SEO Case Study | +72% Organic Revenue

We focused on the categories with the clearest commercial importance: Magnesium Glycinate, Turmeric and Probiotics. The priority throughout was building authority, not chasing quick ranking movement.

Magnesium Glycinate got the most attention. On-page optimisation, technical improvements and targeted content to strengthen Healthspan’s position across high-value searches. The same logic ran through category and product pages: sharpen relevance, remove technical friction, make it easier for the right searches to land in the right places.

Supporting content served a different purpose. New guides on probiotics, GLP-1 and magnesium for sleep were written to meet consumers during research and consideration, stages that increasingly play out on AI platforms before a brand’s website enters the picture. That kind of expert-led content builds authority signals slowly. It doesn’t show up in a monthly rank report. But it’s the work that determines which brands get surfaced and cited when the question isn’t yet “where do I buy?” but “what should I take?”

Technically: structured data and indexation audits, crawlability work, SERP visibility improvements across commercial pages.

Unglamorous stuff. The kind that holds when conditions get harder.

Organic search revenue grew 72% year on year. Sessions up 64%. Orders up 70%. In a category where overall demand fell 9%.

The distance between those two numbers is the whole story. Traffic wasn’t redistributed by luck. It came from category authority built over time, technical work that removed friction, and content that was actually there when consumers were looking.

In the priority categories, Magnesium Glycinate visibility went from 64% to 87%, establishing Healthspan as one of the leading brands in the category and well past the original target. Turmeric went the other way: a highly competitive space dominated by large health and medical publishers, and the results reflected that. Probiotic visibility moved in the right direction, and the content work done there will matter more over time than it does right now.

Non-brand organic impressions grew 213% year on year to 23.5 million. Non-brand clicks up 130%. Healthspan was reaching consumers who hadn’t started with the brand in mind, which is a different kind of growth to simply converting people who already knew the name.

The authority picture beyond Google is worth noting too. Within ChatGPT, Healthspan held a 6.5% citation share across the competitive set, higher than every direct supplement competitor measured. AI citations overall still skew heavily toward large health publishers like Healthline and WebMD. Among specialist supplement brands, though, Healthspan is out in front. That position matters as more consumers start their research in AI tools rather than search.