Results snapshot
| Result | Outcome |
|---|---|
|
Organic checkouts |
+50.37% YoY |
|
Organic sessions |
+45.08% YoY |
|
Organic users |
+48.44% YoY |
|
Total ranking improvements |
4,559 |
|
Domain Rating |
17 → 30 |
|
“Deer Placenta” ranking |
#1 on Google |
|
“Best Supplement Brand Singapore” ranking |
#2 on Google |
|
“Beauty Supplements” ranking |
#4 on Google |
|
AI Overview visibility |
Citations expanded across supplement-related topics |
Client snapshot
| Field | Details |
|---|---|
|
Client |
Holistic Way |
|
Industry |
Health and wellness / supplements |
|
Market |
Singapore |
|
Business model |
Ecommerce / direct-to-consumer |
|
Channel |
SEO + ecommerce SEO + AI Overview optimisation |
|
Main goal |
Grow organic traffic and direct organic checkouts |
|
Core challenge |
Reduce reliance on marketplaces by strengthening owned website visibility |
The challenge: turning an underused ecommerce site into a direct sales channel
Holistic Way was already recognised in Singapore’s health and wellness market.
The brand had strong presence across offline retail and third-party ecommerce marketplaces. But its own website was not capturing enough direct organic demand.
This created three business challenges.
1. Marketplace dependency
A large part of the customer journey was happening on third-party platforms.
That meant Holistic Way had less control over the buying experience, customer data, brand narrative and direct checkout journey.
The opportunity was to make the owned website a stronger sales engine.
2. Weak direct organic visibility
The brand needed to rank for commercially valuable supplement topics such as placenta supplements, multivitamins, beauty supplements, joint health, sleep support and related wellness categories.
These were not just informational searches.
They were searches that could influence product discovery, trust and purchase decisions.
3. High trust requirements in a YMYL category
Health and supplement content sits in a high-trust category.
Customers need confidence before buying. Google also holds health-related content to a higher standard because inaccurate or low-quality information can affect user wellbeing.
To compete, Holistic Way needed more than keyword optimisation.
It needed stronger expertise, authority, trust signals, useful education, technical foundations and content that could support both Google rankings and AI-generated search visibility.
The opportunity: own the supplement research journey before customers buy
Supplement buyers often research before purchasing.
They compare ingredients, benefits, safety, suitability, brand credibility and product options before deciding where to buy.
That created a clear SEO opportunity.
Holistic Way could use its website to become a trusted source across the supplement research journey, then guide visitors toward direct product discovery and checkout.
The opportunity was not just to rank for product terms.
It was to build a search ecosystem around the questions customers ask before buying, including:
- What are the benefits of deer placenta?
- Which multivitamins are suitable?
- What supplements help with sleep?
- When should someone take joint supplements?
- What are the best supplement brands in Singapore?
- Which beauty supplements support skin health?
- What should customers compare before buying supplements?
By answering these questions clearly and building authority around them, Holistic Way could increase its chances of being found across Google, ecommerce research journeys and AI Overview-style answers.
The strategy
Build an authority-first ecommerce SEO system
Heroes of Digital built the campaign around five connected pillars.
1.
Build high-authority content clusters
We created and optimised content around Holistic Way’s core product strengths and customer research topics.
This included educational content across areas such as:
- Placenta supplements
- Multivitamins
- Joint health
- Sleep support
- Beauty supplements
- Collagen and skin elasticity
- Gut balance
- Nutrient deficiencies
- Preventive wellness
The goal was to build topical authority, not publish random blog posts.
Each content cluster was designed to support search visibility, buyer education and internal linking toward relevant products or categories.
2.
Strengthen E-E-A-T signals
Because supplements are a trust-sensitive category, the campaign needed to show experience, expertise, authoritativeness and trustworthiness.
We improved the way content demonstrated credibility through clearer explanations, better topic depth, stronger supporting context and a more authority-led content structure.
The goal was to help both users and search engines understand why Holistic Way was a credible source in the supplement category.
3.
Improve technical SEO foundations
We conducted a technical SEO review to identify issues that could limit crawling, indexing, ranking and page performance.
This helped ensure important pages and content assets were easier for search engines to access, understand and rank.
Technical SEO mattered because content alone would not be enough if the website foundation was weak.
4.
Improve technical SEO foundations
To strengthen the site’s credibility, we supported the campaign with authority-building work.
Over the campaign period, Holistic Way’s Domain Rating increased from 17 to 30.
This created a stronger foundation for the website to compete for more valuable and competitive supplement-related keywords.
5.
Optimise for Google AI Overviews
Search behaviour was changing.
Users were no longer only clicking traditional organic listings. Google AI Overviews were beginning to summarise answers directly in search results.
To prepare for this, we structured content to be clearer, more useful and easier to interpret for AI-generated search features.
By late 2025, Holistic Way’s citations expanded across AI Overview topics related to sheep placenta, eye health, sleep aid, deer placenta and daily multivitamins.
What we executed
The campaign was not built around one tactic.
It combined content, technical SEO, authority and AI-search readiness into one ecommerce SEO system.
Content cluster development
We created and improved educational content around high-value supplement topics.
The content was designed to answer customer questions, improve topical authority and support internal links to relevant product or category pages.
Product and category relevance
We aligned supplement topics with commercial ecommerce intent so content could support product discovery, not just informational traffic.
This helped connect organic visibility to direct-to-consumer checkouts.
Technical SEO improvements
We reviewed the website’s technical foundation and improved issues that could affect crawlability, indexation and organic performance.
This helped ensure search engines could better access and evaluate priority pages.
Internal linking
We used internal links to connect educational content with related product and category pages.
This helped users continue their purchase journey and helped search engines understand the relationship between informational and commercial pages.
Authority building
We strengthened the site’s authority through link-building and credibility improvements.
This contributed to the Domain Rating increase from 17 to 30.
AI Overview readiness
We structured content to answer specific supplement-related questions clearly.
This helped Holistic Way become more visible in AI Overview citations across relevant health and supplement topics.
Results
The results
1.
Organic checkouts increased by 50.37%
The most important result was not rankings.
It was direct ecommerce action.
Holistic Way’s organic checkouts increased by 50.37% year-on-year, showing that SEO contributed to more direct-to-consumer purchasing activity from the owned website.
This matters because organic checkout growth is a stronger business outcome than traffic alone.
2.
Organic sessions grew by 45.08%
Organic sessions increased by 45.08%, reaching 60,956 sessions.
This showed that the campaign increased the volume of users discovering Holistic Way through organic search.
3.
Organic users rose by 48.44%
Organic users increased by 48.44%, showing that Holistic Way reached more potential customers through non-paid search visibility.
This helped reduce reliance on paid media and third-party marketplace discovery.
4.
The website achieved 4,559 ranking improvements
Across the campaign, Holistic Way achieved 4,559 total ranking improvements.
This showed that visibility gains were not limited to one keyword or page. The campaign improved search presence across a broad set of supplement-related topics.
5.
High-value keywords reached top Google positions
Holistic Way achieved strong rankings for important supplement and brand-category searches.
| Keyword | Ranking |
|---|---|
|
Deer Placenta |
#1 |
|
Best Supplement Brand Singapore |
#2 |
|
Beauty Supplements |
#3 |
These rankings were valuable because they aligned with supplement discovery, category research and buyer decision-making.
6.
Major keyword categories improved significantly
The campaign also delivered major ranking improvements across key supplement categories.
| Keyword category | Ranking improvement |
|---|---|
|
Placenta Supplement |
+95 positions |
|
Multivitamin Singapore |
+90 positions |
|
Supplement for Sleep |
+88 positions |
|
Joint Supplement Singapore |
+79 positions |
These improvements helped Holistic Way become more visible across multiple product and wellness categories.
7.
Domain Rating increased from 17 to 30
Holistic Way’s Domain Rating grew from 17 in January 2025 to 30 by January 2026.
This strengthened the website’s ability to compete for new and more competitive keywords over time.
8.
AI Overview visibility expanded
Since September, Holistic Way saw steady growth in AI Overview visibility.
Citations expanded across topics such as:
- Eye health
- Sleep aid
- Deer placenta
- Sheep placenta
- Daily multivitamins
This was important because AI Overview visibility represents a new layer of search discovery, where users may see summarised answers before clicking traditional organic results.
Why the campaign worked
This campaign worked because SEO was not treated as isolated blog production.
It connected the full search system:
- Technical SEO helped the site become easier to crawl and understand.
- Content clusters helped the brand build authority around supplement topics.
- Internal linking connected education to product discovery.
- Authority building improved the site’s ability to compete.
- E-E-A-T improvements supported trust in a health-related category.
- AI Overview optimisation prepared the brand for changing search behaviour.
- Ecommerce tracking connected organic visibility to direct checkouts.
The result was a stronger owned website that could support both brand authority and direct-to-consumer revenue.
What this means for ecommerce and wellness brands
For ecommerce brands, especially in high-trust categories like health, wellness, beauty and supplements, marketplaces can be useful — but they should not be the only growth channel.
If customers are researching before they buy, your own website should become a trusted source.
That means your website needs to do more than list products.
It should answer buyer questions, build authority, explain product benefits, support comparisons, show trust signals and guide visitors toward purchase.
SEO helps ecommerce brands capture demand earlier in the journey, educate customers before purchase and grow a more durable direct sales channel.
AI search makes this even more important.
If AI-generated search results are shaping customer decisions, your brand needs to be clear, credible and visible across both traditional Google results and AI-assisted search experiences.
The Search Everywhere lesson
Holistic Way’s growth shows why modern SEO is no longer only about rankings.
Customers may discover a brand through Google, read educational content, compare supplement options, see AI Overview citations, visit product pages and eventually complete a direct checkout.
That is a Search Everywhere journey.
To win that journey, brands need to be:
- Visible in Google Search
- Clear and credible in AI-generated answers
- Trusted in health-related topics
- Easy to navigate on their own website
- Strong enough to compete beyond marketplaces
- Able to connect organic visibility to ecommerce revenue
That is exactly what this campaign was built to support.
