Keyword and audience research were conducted twice throughout the year using Moz, SpyFu, and SparkToro, ensuring the strategy evolved with organic performance data rather than staying fixed to initial assumptions. The primary audience focus was B2B buyers placing bulk orders (the highest-revenue segment) with content development oriented around “buy in bulk” and high-intent wholesale queries.
For retail consumers, user query research and a content decay analysis from Google Search Console surfaced a structural opportunity: reorganizing site navigation into a “Shop by Use” model (Sleep, Calm, Focus, Recovery, and similar categories) so that retail visitors could self-navigate directly to products matching their needs. Organic performance was tracked following every content update to confirm resonance before the next round of investment.
Content development prioritized pages most likely to accelerate brand visibility within the bulk CBD purchasing space — an area where the site had virtually no non-branded presence at engagement start. Strategic keyword optimizations shifted rankings toward high-intent bulk queries, expanding reach beyond the brand’s existing loyal audience. At the same time, the recommended “Shop by Use” navigation structure addressed a real gap in how retail consumers were experiencing the site, reducing friction and improving the path from discovery to purchase.
During the initial technical audit, BlackTruck identified a misconfigured Google tracking tag that was double-counting purchase conversions — a silent error that had been inflating reported results and giving leadership a false read on organic channel performance. We diagnosed and resolved the discrepancy across both Google Tag Manager and Google Analytics, restoring accurate attribution and establishing a clean data foundation. Every subsequent analysis and strategic decision was built on numbers that could finally be trusted.
