SEO That Sells: Tripling Organic Revenue with a Conversion-First Approach

Industry: Ecommerce
Client Name: gunamuna

Despite their strong brand recognition, gunamuna struggled to gain traction in the highly competitive baby apparel SEO space. Partnering with Fire&Spark transformed their performance, driving a 3x increase in revenue and a 5x surge in organic traffic. This success was achieved through a conversion-first approach that built trust with parents, removed conversion barriers, and enhanced visibility.

Organic Revenue Growth

Conversion-first SEO drove significant gains in customer acquisition, increased visibility, and strengthened brand loyalty

The Challenge

Overview

Gunamuna, a premium baby apparel brand, had strong brand recognition but faced challenges in expanding its online presence and growing revenue through non-branded organic traffic.

While parents trusted gunamuna’s name, the brand’s search visibility and organic performance lagged behind competitors, limiting their ability to attract new customers searching for baby apparel online.

In the childcare space, brand awareness alone isn’t enough to grow your customer-base—parents need to feel confident in the brands they choose. It’s essential to provide education, build trust, and demonstrate your products’ efficacy and safety compared to the alternatives. With this nuance in mind, gunamuna needed a conversion-focused content strategy to grow their market share.

Gunamuna partnered with Fire&Spark to:

Align SEO efforts with their revenue and customer acquisition goals.
Build trust and engage parents searching for high-intent, non-branded keywords.
Expand visibility on competitive search terms to capture untapped market share.
Create conversion-oriented content that addressed parents’ pain points while showcasing gunamuna’s trustworthiness and expertise.

The primary goal was to implement a scalable SEO strategy that would enhance organic visibility, attract high-value traffic, and solidify gunamuna’s reputation as a trusted leader in the baby apparel space.

Primary Challenges

Overcoming Trust Barriers in a Safety-First Market: Gunamuna’s existing content didn’t adequately reassure parents that gunamuna was the best choice for their child’s needs.
Low Non-Branded Organic Visibility: While gunamuna had strong brand recognition, their non-branded organic performance was underwhelming, limiting their ability to attract new customers searching for baby apparel without a specific brand in mind.
Lack of Conversion-Oriented Content: gunamuna’s site lacked content designed to guide parents through the decision-making process, failing to address important product questions and concerns.

Fire&Spark addressed these challenges by crafting an SEO strategy to deliver tangible business outcomes, including visibility, revenue growth, and long-term customer engagement.

The SEO Strategy & Implementation

Fire&Spark’s strategy for gunamuna merged a deep understanding of transactional keywords that would attract qualified traffic—users actively in the market for baby apparel—and a content experience designed to guide them from search to purchase.

The aim was to increase visibility where it mattered → drive high-intent prospective customers to their website → and support the education and interest of those prospective customers to drive actual conversion.

The ultimate goal was to drive revenue.

Key Elements of the Strategy

Search Intent Analysis

Analyzed common intents driving search behavior and competitor tactics to uncover missed opportunities.
Developed target personas to better address audience preferences and pain points via content.

Content Strategy Built for Conversions

We developed a persona-driven content strategy designed to engage gunamuna’s audience at every stage of their journey:
- FAQs to Address Conversion Barriers: Created dozens of FAQ pages that directly addressed common customer pain points and linked users to relevant product pages.
- Persona-Driven Copy: Tailored content to resonate with the specific needs and concerns of gunamuna’s audience, using insights from target persona development and intent analysis.
- AI-Assisted Content Creation: Scaled high-quality content quickly, using AI tools with expert manual oversight to ensure accuracy and engagement.

Conversion Optimization

Every aspect of the strategy was designed to guide users toward making a purchase by combining thoughtful content creation with expert collaboration:
- Brand Differentiators: gunamuna’s unique features were prominently highlighted across all content, demonstrating what sets the brand apart in the baby apparel space.
- Aligning with Search Behavior: Ecommerce pages were optimized for the non-branded terms that gunamuna’s target audience searches, ensuring that keywords align with customer search behavior.
- Collaborating with Experts: By working closely with gunamuna’s in-house experts, we crafted content that not only addressed the specific needs of discerning parents but also bolstered the brand’s authority. This partnership ensured every page was both helpful and trustworthy, solidifying gunamuna’s position as a leader in the market.

Data-Driven Adjustments and Iterations

By monitoring engagement metrics, the team was able to refine keyword targeting, adjust on-page content, and re-evaluate strategy in real time to ensure consistent alignment with evolving search behaviors and customer preferences. This iterative approach maximized the ROI of SEO assets.

Each strategic element was designed to directly support gunamuna’s business goals, ensuring SEO efforts translated into measurable results and lasting impact.

The Results & Business Impact

Gunamuna’s conversion-focused content strategy delivered transformative results that positioned the brand as a top competitor in its industry:

3x Organic Revenue Growth

Achieving a 300% increase in organic revenue within just one year demonstrates the effectiveness of targeting user intent and optimizing for high-value conversions.

550% Increase in Organic Traffic

This surge in traffic reflects the SEO impact of strategically crafted content that resonates with users and aligns with search intent.

10,000 Clicks to FAQ Pages

By addressing customer questions directly, gunamuna established itself as a trusted resource, driving significant engagement on key informational pages.

Enhanced Customer Engagement & Retention

Fire&Spark’s focus on user-centric content strengthened gunamunas name recognition and competitive positioning – creating a sustainable foundation for multi-channel growth.

Looking Forward Long-Term Value

In the long-term, our SEO efforts not only improved organic metrics but also contributed to multi-channel growth. Gunamuna’s paid team credited our conversion-focused content optimizations with amplifying their paid efforts by driving more brand awareness and conversions, and gunamuna’s executive team attributed much of their massive sales growth to SEO.

The FAQ strategy provided valuable content that could be used across all channels. By addressing questions that all users (not just organic) were asking, the FAQs became both a lead generation and sales enablement asset.

Overall, the durability and ROI of Fire&Spark’s SEO strategy creates both initial high value and long-term, scalable growth across all marketing channels.

Why Fire&Spark for gunamuna?

Gunamuna partnered with Fire&Spark to address their non-branded organic performance and drive revenue growth, after recognizing that their brand awareness alone wasn’t enough to compete in the highly competitive baby apparel space.

What made Fire&Spark the right partner for this challenge?

Our 20 years of SEO experience, combined with a conversion-first mindset, allowed us to craft a strategy that aligned SEO with gunamuna’s broader business goals.

We focus not only on rankings but also on how SEO integrates into the entire customer journey—particularly important in the childcare space where trust, education, and value are key to conversions.

We understood the unique dynamics of the baby apparel industry, where parents seek trustworthy information provided by experts to make confident purchasing decisions. Unlike traditional SEO agencies, we went beyond just targeting keywords; we prioritized delivering the right content type and on-page factors to help parents make the right purchase for their little ones.

More Results

See how other lifestyle and ecommerce brands leveraged Fire&Spark’s SEO expertise for measurable success:

78%

Patient Acquisition Increase

Uncover the Approach

2.25X

Revenue Growth

Discover How

70%