About Absolutely Gluten Free
Absolutely Gluten Free creates gluten-free food that tastes great without compromise. Their range includes crackers, flatbreads and snacks, all made with quality ingredients under strict gluten-free standards, helping everyone enjoy delicious gluten-free options.
Their Goals
- Increase total clicks
- Increase traffic
- Increase average positions
- Increase the number of page 1 keywords
What We Did
We audited content, keywords, and technical performance, then mapped clear intent-driven terms to every page. Copy was rewritten for clarity and alignment, while new pillar blogs supported service pages and built topical authority. Technical fixes improved site health, and harmful backlinks were disavowed. Alongside this, quality backlinks, directory listings, and content marketing further strengthened domain authority and boosted referral traffic.
Absolutely Gluten Free Project Overview
Client Name:
Absolutely Gluten Free
Client Industry:
Food & Beverage
Services Provided:
SEO
Project Duration:
ON-GOING PROJECT
Case Study Trigger Date:
SEPTEMBER 2025
The Challenge
Absolutely Gluten Free wanted to grow its digital presence and organic reach, so the goals were to increase clicks, traffic, and conversions while improving average positions and page one rankings.
The starting point wasn’t ideal though. The site was not SEO friendly, with multiple technical issues holding it back. To make matters more challenging, optimisation was delayed for a month while urgent fixes were carried out to resolve them. Despite these obstacles, we aimed to create a clear path of growth in an organically competitive food and beverage niche.
The Strategy
We began with a full audit to evaluate content, technical performance, and keyword opportunities. From there, we built a plan that included mapping relevant keywords to every page, rewriting copy for clarity and alignment with user intent, and creating new pillar content to support core pages.
At the same time, we developed a backlinking strategy that would improve the site’s Domain Authority which included listing the site on relevant directories and disavowing harmful backlinks to improve this important trust signal. Competitor research was also carried out to spot content gaps and ensure the strategy would deliver results.
The Execution
As planned, the campaign started with keyword research and mapping, assigning clear intent-driven keywords to each page. The pages were then rewritten and optimised, improving readability and relevance for both users and search engines. Blog pillar content was also created to support the money pages and strengthen topical authority.
Technical issues were identified with specialised tools, and our SEO team collaborated closely with our developers to resolve them. Off-site strategies included directory listings, backlink building, and content marketing to boost referral traffic and domain authority.
The Results
Let’s now take a look at real analytics data for the project to examine whether or not we’ve met the goals set – namely increased traffic and conversions, increased clicks from search engine results, and an improvement in search engine rankings.
Goals 1 & 2: Increasing traffic and conversions
Good news! We can report success here, because:
- ‘Total Users’ has increased by 9%.
- ‘New Users’ is up 8%.
Both of these are important traffic metrics, so an increase here points to more traffic. At the same time, event count is up by 6% as well, which indicates an overall increase in activity on the site.
Goal 3: Increasing clicks
Again, we can report progress here – in particular there are three positive takeaways indicated by the screenshot below:
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- Total clicks earned have increased nicely over the 6 months of the project so far, it’s up 4400% versus previous results.
- Total impressions has performed even better, and recorded a 9848% increase against previous results.
- The average Absolutely Gluten Free page has climbed from 21st to 16th in the rankings (and in the process also gone from page 3 of the results to page 2).
Goal 4: Improving & adding keyword rankings
And to round things out, we have achieved the final goal too. Comparing the two screenshots below you can see that:
- The client had 185 keywords ranking at project start. Now, they have 636. That’s an increase of 244% in total keywords ranking.
- The client had 31 keywords ranking on page one of the search results at project start, now they have 50 – that’s 61% more page-one rankings than before.
What's Next
The project is ongoing, and next steps include optimising any content that we feel could be performing even better than it already is, strengthening authority around gluten-free keywords, and creating more high-quality backlinks. We’ll also focus on commercial-intent keywords to drive high-quality leads to the website.
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