The Challenge
Before working with Terrier Agency, Amulet had no measurable brand presence in organic search. The brand simply wasn’t visible in search results: no foothold, no rankings, no organic channel to speak of. The task was to build brand presence in search from zero.
Our Approach
The campaign strategy was designed to change that from the ground up. Rather than optimising an existing footprint, the work focused on establishing one: getting Amulet’s name, products and services appearing in organic rankings where they previously had no visibility at all.
- Establish brand presence in search results for the first time
- Build a sustained, measurable channel of organic discovery where none previously existed
Building from zero is a different discipline to growing an established site. Every ranking gained is new territory, and the foundations laid determine whether the growth is durable. The Amulet engagement was structured to deliver exactly that kind of long-term organic search strategy.
The Results
The campaign delivered a 123%+ year-over-year increase in organic traffic, alongside the establishment of Amulet’s brand presence in search results for the first time. For a brand starting from scratch, that combination marks a genuine milestone: a meaningful, measurable organic discovery channel where none existed before, and a foundation for continued search growth.
Mapping the Terms Before There Was Anything to Rank
Terrier’s SEO process opens with an audit and a keyword map of the commercial terms worth owning, for a brand with no existing footprint, that map doubled as an entity map, deciding what Amulet needed to be associated with before any ranking existed to defend. The 437% increase in search visibility and 167% increase in non-brand organic traffic sit alongside the headline 123%+ traffic growth as the same story from two angles: more appearances in results, and more of them earned by category and product searches rather than the brand name.
