How Lindywell Drove $28K in Revenue From Organic Search

Lindywell is a successful on-demand Pilates platform founded by Robin Long. While the business started many years ago, it has since evolved into what it is today: a membership-based web and mobile app with more than 300 workouts, hundreds of recipes, and dozens of guided breathwork sessions. They have thousands of members across the globe with a 4.9 rating on Trustpilot.

Lindywell has a large and engaged following on social media, a popular podcast, and was even recently featured on live television with Kelly and Mark—but they were struggling with SEO. It was something they knew they needed, but lacked the internal resources or expertise to implement. Because Lindywell’s revenue is primarily driven by paid ads, if they reduced their ad spend, their revenue also decreased. The team knew they needed to diversify their lead generation with a sound organic strategy.

The foundation of successful organic SEO is consistent, high-quality, highly optimized content creation. Fresh monthly content enables you to target a wide range of topics that your ideal customers or clients are searching for each month. 

We used Lindywell’s monthly narrative, which drove the messaging for the rest of their branding, to determine monthly topics. From there, we identified relevant low-competition keywords that we could target with each post. 

Once published, each new blog post began ranking for 10+ other related keywords in addition to the focus keyword, creating a ripple effect that boosted organic search volume. This strategy increased the number of keywords we were able to rank for each month, and in turn, increased website traffic and conversions.

Check out our top 3 blog posts:

Since we started working together we can attribute 320 conversions to organic search which resulted in over $28K in revenue. However, the revenue we saw from organic search didn’t all come from the blog posts themselves. 

This may sound surprising, but it’s important to understand that blog content serves as a tool to raise organic traffic site-wide. While some revenue can be attributed directly to our new posts, most of it came from older content. This is exactly what we expected to see because it can take up to a year for new blog posts to generate traffic and start converting. 

Our immediate goal was to generate additional organic traffic to the site, and in turn, create more opportunities for leads and conversions in the long-term. The benefit is that as we create more new high-quality content, that revenue figure will grow over time, creating sustainable revenue unrelated to ad spend.

As we hit our stride with creating four new blog posts each month, we started to see an increase in keyword rank and organic search volume. However, in March 2023 Google made a major algorithm change that had a big impact on our results. 

This change was felt by many businesses across a variety of industries, including Lindywell. By closely monitoring the issue and continuing to create high-quality content, we were able to reverse the damage and work our way back to where we wanted to be.

Organic Traffic Trends (traffic in sessions)

Lindywell’s organic traffic is impacted a great deal by their ad spend. As they spend more money, organic traffic goes up. Then, when they slow or reduce their spending, it comes back down. The goal of our organic work has been to create a much stronger baseline of organic traffic that is unrelated to ad spend so their conversions are cushioned when they reduce their ad budget.

Here’s a breakdown of organic traffic leading up to and following the Google algorithm change. From November to March, we increased organic visits by 38% but then experienced a significant decline over the next 5 months. In September we were able to finally reverse the trend and are now on a slow upswing.

Keyword Gains

The algorithm change also impacted our keyword rankings. In April we peaked at 5.5K keywords but then we lost most of our gains. We’ve been increasing our total keywords since then and are making our way back up.

Despite the algorithm hit, we were able to create some amazing results in our first 10 months of working together. Lindywell is working towards a strong organic foundation that will sustain their business for years to come and help them become less dependent on ad spend for conversions.