How Bubs Naturals Grew from 30.7K to 621K Organic Clicks and Built 849 Monthly AI Sessions
Bubs Naturals had strong products, brand credibility, and a loyal customer base — but organic visibility wasn't matching. FlyRank built steady, compounding content growth to take clicks from 30.7K to 621K and monthly AI sessions from 28 to 849.
Key Results
Measured April 2025 to March 2026
About
Bubs Naturals
Bubs Naturals is a clean supplements brand best known for its collagen peptides, MCT oil powder, and grass-fed ghee. The brand was founded to honour Navy SEAL Glen 'Bub' Doherty, and a portion of every sale goes to the Glen Doherty Memorial Foundation. Their products are built around simple, high-quality ingredients with no unnecessary additives.
For a DTC supplements brand competing against both major retailers and well-funded competitors, organic search is one of the most sustainable growth channels available. Customers searching for collagen benefits, MCT oil for keto, or clean protein supplements are actively researching a purchase. A brand that shows up for those searches — with helpful, credible content — earns consideration at the exact moment it matters.
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Visible but Not Visible Enough
Bubs Naturals before FlyRank.
When FlyRank started working with Bubs Naturals, the site had 30.7K total clicks and 1.9M impressions over the baseline period. Average position was 18.4, meaning most pages were ranking toward the bottom of page one or on page two. The site was visible, but not visible enough.
The supplements and wellness category is search-driven and content-rich. Customers want to understand what they are putting in their body: how collagen peptides work, what MCT oil does, how to use ghee in cooking, which form of collagen is best absorbed. Bubs Naturals had the products and the brand credibility. Building out the content to match that research intent across the full range of relevant queries was the clear opportunity.
What We Found
Our audit uncovered the specific friction points capping organic growth.
Baseline showed 30.7K total clicks and 1.9M impressions with average position 18.4 — visible but not visible enough, with most pages at the bottom of page one or on page two
Supplement buyers research intensively before purchasing — the opportunity was to build content matching the full depth of what customers search for across collagen, MCT, ghee, and related wellness topics
Topical clusters between product pages and ingredient education were underdeveloped, meaning authority earned by informational content was not flowing to product pages
AI platform visibility was minimal at ~28 sessions per month — supplement researchers who use AI to compare ingredients and ask health questions were not finding Bubs Naturals
What FlyRank Optimized
Content depth, structure, and AI visibility — all at once.
Bubs Naturals' indexed page count grew from around 21,000 in early February 2026 to 27,900 by the end of April — a consistent increase over approximately ten weeks. Unlike sites with explosive short-term expansion, this growth was deliberate and sustained, adding content steadily across the brand's core topic areas.
The content covered the full research journey a supplements customer takes: ingredient education, health benefits by use case, comparison guides, recipe applications for food-grade products like collagen and ghee, and FAQ-style content that answers the specific questions people ask before buying.
We worked through existing product and content pages to improve search intent alignment and on-page structure. Supplement buyers are precise in what they search for — the difference between 'collagen peptides vs collagen protein' and 'best collagen for joint health' requires different content treatments. Making sure each page matched the specific intent behind its target query was a core part of the optimization.
We also built out topical clusters linking product pages, ingredient education, and editorial content. When a customer reading about collagen benefits can move naturally into a product page, and then to a recipe using collagen, the site serves them better and Google understands its authority more clearly.
Steady Content Expansion
Grew indexed pages from ~21K to 27.9K in a deliberate, sustained way — adding content consistently across collagen, MCT, ghee, and wellness topics rather than expanding rapidly and consolidating back.
On-Page SEO and Topical Depth
Improved search intent alignment and on-page structure across product and content pages. Made sure each page matched the specific intent behind its target query — from ingredient education through to purchase-ready product content.
Topical Clusters Linking Product and Content
Built interconnected clusters linking product pages, ingredient education, and editorial content — creating a clear journey from ingredient research through to product pages, improving both user experience and Google's understanding of site authority.
Steady content expansion across supplements topics
Grew indexed pages from ~21K to 27.9K covering ingredient education, health benefits, comparison guides, and recipe applications — the full research journey a collagen or MCT buyer takes.
AI citation for supplement research queries
Structured content for AI extraction with clear, factual, comparison-ready content on collagen, MCT oil, and wellness topics — positioning Bubs Naturals as the source AI assistants cite.
On-page SEO and topical depth
Improved search intent alignment and on-page structure across product and content pages — matching the specific intent behind each query from ingredient curiosity through to purchase readiness.
Product and content interconnection
Built clusters linking ingredient education, health benefit content, and product pages — creating a clear, logical path from research to purchase that serves both users and Google.
Clean, Compounding Growth
The GSC chart for Bubs Naturals is one of the cleaner growth stories in the FlyRank portfolio. Rather than a single inflection spike, it shows compounding growth built progressively from the early months of the programme. From near zero at the start, clicks and impressions climbed steadily with each passing month.
By around day 180, the site was regularly driving 2,000 or more daily clicks. By the final months of the chart, daily clicks were hitting 3,000 to 4,500, with impressions approaching 800K to 1.2M per day. There were no shortcuts — just consistent content work translating into consistent ranking improvements.
By the end of the tracked period, Bubs Naturals had recorded 621K total clicks and 94.7M impressions. Average position improved from 18.4 to 6.7, a move that placed the majority of ranking pages firmly inside the top ten results.
Indexed pages began climbing from ~21K. Ingredient education, comparison guides, and recipe applications built out across collagen, MCT, and ghee. Existing pages improved for topical depth and intent alignment.
Daily clicks crossed the 2,000 mark and continued climbing. AI sessions grew steadily through spring and into summer, reaching 142 by June. Topical clusters began reinforcing authority across product and editorial pages.
AI sessions jumped from 186 in August to 439 in September as content reached citation threshold. Daily clicks hit 3,000–4,500 range. Average position moved firmly into the top ten.
621K total clicks. 94.7M impressions. Average position 6.7. AI sessions peaked at 849 in February 2026 and held above 750 through April — a stable, growing new channel.
The Results
Real Google Search Console Data
AI Visibility
A channel most brands are still ignoring.
For a DTC supplements brand competing against both major retailers and well-funded competitors, organic search is one of the most sustainable growth channels available. Customers searching for collagen benefits, MCT oil for keto, or clean protein supplements are actively researching a purchase. A brand that shows up for those searches — with helpful, credible content — earns consideration at the exact moment it matters.
AI Traffic Over Time
Sessions by month
AI Traffic Breakdown by Source
Total 603
Performance
Before → After
Before FlyRank
After FlyRank
Measured April 2025 to March 2026
"Supplements customers do their homework. They read about ingredients, compare products, and look for sources they can trust before spending money on something they'll put in their body every day. A brand that shows up during that research — in search results and in AI answers — earns credibility before the sale. That is a different kind of customer relationship than one built on ads alone, and it compounds over time."
— Bubs Naturals × FlyRank
Why It Worked
Steady, consistent content expansion from 21K to 27.9K indexed pages built the coverage needed to rank across the full range of supplement research queries
Clean, compounding growth curve — no single spike, just reliable month-over-month improvement — is the kind of organic growth that holds and continues building
AI sessions growing from 28 to 849 over twelve months reflects a content programme that became genuinely useful for supplement researchers using ChatGPT
Average position improvement from 18.4 to 6.7 moved the majority of pages firmly into the top ten — a shift that dramatically changes click-through rates at scale
A Growth Curve Built to Last
Alongside the Google growth, Bubs Naturals built a meaningful and growing presence across AI platforms. AI traffic started at 28 sessions in February. Early months were modest: building through spring and into summer at 68, 89, 140, and 142.
From August the curve steepened noticeably: 186, then a strong jump to 439 in September. After a brief October pullback to 337, growth resumed firmly. November hit 548, December reached 760, and January 2026 pushed to 787. February 2026 brought the highest point: 849 monthly AI sessions. March settled at 733, with April at 751 — consistently holding the gains made through the second half of the programme.
For a supplements brand, AI platform visibility serves a specific and valuable purpose. Health-conscious consumers increasingly use AI assistants to research supplements before buying — asking what collagen does for skin, whether MCT oil helps with energy, or how to choose a clean collagen supplement. Appearing consistently in those answers means Bubs Naturals is present during the research phase, before a customer has decided where to buy.
ChatGPT drives 89.2% of Bubs Naturals' AI sessions. The high concentration is typical for supplement brands — health and nutrition questions are among the most common things people bring to ChatGPT. The Perplexity share reflects research-style queries where users want detailed comparisons or explanations of supplement ingredients.
What's Next
The roadmap for compounding on the results already achieved.
Continue expanding content clusters into new product lines and adjacent wellness topics using the established topical architecture
Build AI Overviews optimization for supplement and ingredient queries increasingly served in zero-click generative formats
Develop a review and testimonial schema strategy to reinforce trust signals and earn rich results
Explore FlyRank Reach for international markets where clean supplement demand is growing rapidly
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