Wildhut
A luxury garden-sauna brand with a product its buyers loved and a market that had mostly never heard of it. We built non-brand search visibility across the entire sauna category and turned organic into a real source of new enquiries.
The brief
Wildhut sells high-end garden and outdoor saunas. A genuinely premium product, in a category most people do not realise they are allowed to want until they start looking.
The brand had a familiar luxury problem. People who already knew Wildhut found it perfectly well. Everyone else, the much larger group typing "garden sauna" or "luxury outdoor sauna" into Google with no particular brand in mind, was being quietly handed to competitors. Non-brand search was doing very little of the commercial work, which for a considered, high-value purchase is a lot of in-market demand to leave sitting on the table.
What I did
A technical and content audit aimed at exactly one outcome: non-brand visibility in the sauna category. Not a 200-point checklist that keeps everyone pleasantly busy, just the specific issues holding back rankings for the terms that bring in buyers who do not yet know the brand.
From there, a non-brand keyword and content strategy built around how people actually shop for a sauna. By type ("garden sauna", "outdoor sauna UK"), by intent ("best outdoor sauna UK"), and by tier ("luxury sauna", "luxury garden sauna"). The aim was topical authority across the whole category, so Wildhut turned up wherever the considered-purchase research was happening, rather than only when someone already knew the name to search for.
The rest was foundations. Technical fundamentals, internal linking, the structured and frankly unglamorous work that compounds quietly across a category instead of spiking once and fading by Friday.
The results
Over thirteen months, non-brand organic traffic grew by 253%. Total organic visitors rose 85%. Non-brand climbed from 64% to 77% of all organic traffic, which is the polite statistical way of saying the brand stopped depending on people who already knew it existed.
Underneath that headline: 61 non-brand keywords ranked from a standing start, with 20 in the UK top 10 and seven in the top three, including #1 for "best outdoor sauna UK" and "luxury garden sauna". Once organic-enquiry tracking was in place, organic was generating up to 46 tracked enquiries a month, for a product nobody buys on impulse between meetings.
"We really appreciate all the work you have done for us and will continue to recommend you for your excellent SEO knowledge. Many thanks for all your hard work."
Co-Founder, Wildhut
The thinking
Luxury brands instinctively guard the brand name and treat non-brand search as faintly beneath them. It is an expensive instinct. The category-level searches, the ones that do not mention you at all, are precisely where the next customer is standing. The job was never to make Wildhut louder. It was to make the whole sauna category quietly lead back to Wildhut.
Premium brand, invisible on non-brand search?
It is the most common, and most fixable, problem a considered-purchase brand has. Happy to take a look and tell you where the demand is leaking.