The Challenge — A new D2C brand against entrenched giants
Traya was a young hair-care brand competing against pharma-backed players with massive SEO moats. Organic traffic sat at 12,000 monthly sessions, with rankings on only 80 keywords above page 3. Paid acquisition was getting expensive fast and the founders wanted a defensible, compounding traffic source.
Technical Foundation (Month 1–2)
We rebuilt the SEO foundation: fixed Core Web Vitals (mobile LCP 4.2s → 1.6s), added Product, FAQPage, BreadcrumbList, and HowTo schema, cleaned up 3,400 thin pages with noindex, fixed canonical chaos across product variants, and rebuilt the internal linking graph around topic clusters.
What we used
A boring, proven stack — and consistent execution every week. There were no shortcuts, just the fundamentals done right.
- Ahrefs
- Google Search Console
- Lighthouse CI
- Surfer SEO
- Schema.org JSON-LD
- Liquid
- Looker Studio
- GA4
- Klaviyo
- Notion (content calendar)
Content + Authority (Month 3–6)
Published 18 long-form articles targeting buyer-intent queries ("hair fall causes after pregnancy", "DHT blocker side effects"), each with original photography and citations. Built 47 high-quality backlinks via outreach to Indian health publications and ethical influencer partnerships — no PBNs, no paid links.
Organic traffic went from 12,000 to 67,000 sessions per month over 9 months. Real, sustainable, and compounding — the only kind of growth that actually matters.
— Saloni Anand, Director of Growth, Traya Health
Results (Month 9)
Organic sessions: 12K → 67K monthly (+458%).
Top-3 rankings: 380 keywords (up from 0).
Organic revenue: 4.2× over baseline.
CAC blended down 31% as organic took share from paid.