Gail Muller Project Overview

Client Name:

Gail Muller

Client Industry:

Coaching

Services Provided:

SEO

Project Duration:

13 months

Case Study Trigger Date:

September 2025

The Challenge

Gail Muller, an adventurer, coach, and writer, wanted to expand her online visibility and drive more conversions. Her goals were to increase clicks, boost traffic, grow page one keyword rankings, and improve overall keyword positions. The main issue with the project was the lack of pillar content to support high-value target keywords, leaving the site without a strong foundation to compete effectively.

The Strategy

Our strategy was centred around content depth and technical improvements. Extensive keyword research revealed opportunities to create pillar pieces that would funnel users toward core service pages. These were supported by a three-month content plan built around relevant, high-intent keywords.

We re-optimised existing pages to sharpen alignment, carried out technical SEO fixes, and implemented a backlinking strategy to build domain authority. Competitor research gave us additional insight into what content structures were working in the coaching niche and throughout it all, collaboration with Gail herself — a skilled content writer — ensured everything we produced matched her voice and style well.

The Execution

We created pillar content pieces designed to act as entry points, funnelling users directly toward Gail’s core service pages. A three-month content plan structured around priority keywords ensured consistency and coverage.

Technical and on-page SEO issues were identified and resolved, strengthening the site’s health and rankings. At the same time, we listed the site on relevant directories and built high-quality backlinks to improve authority. Regular keyword checks and competitor analysis helped refine the plan and keep the campaign on track.

Through this combined approach, we were able to build topical authority, improve keyword positions, and move users from discovery to conversion more effectively.

The Results

Gail’s three main aims for the project were to increase the amount of traffic & conversions her website earned. At the same time, she also wanted to see more clicks, resulting from her site being shown in search results, and so she also wanted improved keyword rankings to facilitate that. So, how did we do against those goals?

Goal: More Traffic & Conversions

There are two key sets of metrics to be looking at here.

On the traffic side of things, the metrics that matter are ‘Total Users’, ‘New Users’ and ‘Returning Users’, and you can see that they were all up over 4,000% over the lifetime of the project.
When it comes to conversions, ‘Key Events’ is the number to pay attention to, and as you can see that was up nearly 4,000% too!

Goal: More clicks

The blue ‘Clicks’ box in the screenshot below shows click performance in July of 2025, compared with July 2024. You can see that we clearly achieved the objective as the client had more clicks in 2025 than they had at the start of the project – 52% more, to be exact.

Goal: Improved search engine rankings & positions

The two screenshots below show how many ranking keywords the client had at project start in June 2024, and how many they had at project end in July 2025.

The data here tells a clear picture of success since, at project start:

The client had 172 keywords ranking in total.
Only two of those were ranking on the first page of the results.

And by project end:

The client had 357 keywords ranking in total (a 108% increase).
Of these, 67 were ranking on page one (a 3200% improvement versus project start).