How BUBS Naturals Grew 6.8× in Organic Clicks and Became a Top-Ranked Collagen Brand in Search
BUBS Naturals had strong products and brand loyalty but invisible organic presence. FlyRank's semantic architecture grew clicks 6.8× and impressions 13.9×.
Key Results
Updated January 2026
About
BUBS Naturals
BUBS Naturals was co-founded in honor of fallen Navy SEAL Glen "BUB" Doherty, channeling a portion of every sale toward the Glen Doherty Memorial Foundation. Their product line — collagen peptides, creatine, MCT oil, and electrolytes — serves a performance-minded, health-conscious audience that demands quality and transparency.
The supplement category is among the most contested in organic search. Established DTC brands, editorial sites, and major retailers compete fiercely for the same ingredient and benefit queries. Winning requires both technical precision and genuine topical depth — thin or duplicated content is immediately disadvantaged.
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What We Found
Our audit uncovered the specific friction points capping organic growth.
High-intent ingredient queries ("grass-fed collagen peptides", "collagen for joint recovery") returned no BUBS pages in the top 50 — massive addressable search volume left entirely to competitors
Multiple overlapping blog posts targeted the same queries without a canonical or consolidation strategy, splitting authority across thin pages
Sitemap included thousands of template-generated URLs with near-identical metadata, creating soft 404 signals and diluting crawl budget
Internal linking between educational blog content and product collection pages was absent — traffic earned by informational content never flowed downstream to purchase intent pages
The Approach
How we did it.
Technical SEO & Indexation Control
Tightened canonical tags, internal linking, and sitemap structure to prioritize revenue-driving pages while reducing template URL noise.
Semantic Architecture
Built connected topic clusters mapping to commercial intent — Collagen, Electrolytes, Creatine, MCT — with informational layers bridging to product pages.
Scalable Content Deployment
Repeatable templates, consolidated overlapping topics, and structured elements (FAQs, comparisons) for rich-result eligibility.
The Results
Google Search Console · Affected Pages
Real Google Search Console Data
AI Visibility
A channel most brands are still ignoring.
The supplement category is among the most contested in organic search. Established DTC brands, editorial sites, and major retailers compete fiercely for the same ingredient and benefit queries. Winning requires both technical precision and genuine topical depth — thin or duplicated content is immediately disadvantaged.
AI Traffic Over Time
Sessions by month
AI Traffic Breakdown by Source
Total 115,690
Performance
Before → After
Before FlyRank
After FlyRank
Updated January 2026
Why It Worked
Consolidating thin and overlapping posts into authoritative cluster hubs recovered split authority and accelerated ranking velocity
Ingredient-level topic clusters mapped directly to commercial search intent, creating a clear journey from "what is collagen" to "buy collagen peptides"
Structured FAQ and comparison content earned featured snippet placements and extended SERP real estate on high-volume queries
Sitemap and canonical cleanup restored crawl budget to pages that could actually rank and convert
What's Next
The roadmap for compounding on the results already achieved.
Build AI Overviews optimization for supplement and ingredient queries increasingly answered in zero-click format
Expand content clusters into new product lines (pre-workout, omega-3) using the established semantic architecture
Develop a review and testimonial schema strategy to reinforce YMYL trust signals and earn rich results
Explore FlyRank Reach for international markets where collagen demand is growing rapidly
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BUBS Naturals's?
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