Ranking a brand-new supplement store against established competitors.

When Matt, the founder of Bacanale, went looking for a better way to improve his digestive health, he grew frustrated with the synthetic ingredients and plastic waste that came with most mainstream fiber supplements. He believed there had to be a better option, so in 2021 he started Bacanale: high-quality, plant-based fiber with zero unnecessary additives or plastic. But as a small startup, how could Bacanale possibly compete against big-name brands dominating the search results? That’s where I came in.

The challenge

As a new player in the supplement industry, Bacanale faced a genuinely tough climb. Well-established brands controlled the top spots in search, backed by large marketing budgets and extensive backlink networks, which made it hard for potential customers to trust an unknown company. Bacanale’s clean, transparent formula and commitment to zero plastic could absolutely win consumers over, but only if people could actually find it online. My job was to help Bacanale rise to the top and gain authority quickly, so people searching for natural fiber supplements would discover the brand.

The audit

I started by thoroughly auditing Bacanale’s website, products, and existing content, and quickly identified several key areas for improvement:

• The blog lacked any real content about fiber’s health benefits.
• Product pages were thin, offering limited nutritional information and research.
• Many keyword optimisation opportunities had been missed entirely.
• The internal linking structure was underutilised.
• Bacanale had low domain authority and very few quality backlinks.

These findings gave me a clear roadmap for improving Bacanale’s organic rankings. Now it was time to get to work.

The strategy

To secure real search visibility, I focused on three main areas.

Build authority with engaging blog content

Creating informative, genuinely useful blog content was crucial for establishing Bacanale as a real expert in the field. I produced detailed articles covering the digestive and cardiovascular benefits of fiber, how much fiber people should actually consume daily, ingredient safety and product quality, and the importance of sustainable packaging, each optimised for keywords like “prebiotic fiber supplement” and “how much fiber per day.” Google recognised the value of these articles, and rewarded Bacanale with higher search rankings.

Optimise product pages for search

Next, I optimised Bacanale’s product pages by focusing on key purchase-related terms: keyword-focused H1 tags, descriptive title tags, relevant phrases woven naturally into the content, and extra information like dosage instructions. These changes helped Bacanale’s products rank for terms like “fiber pills” and “vegan fiber supplement”, ensuring customers found exactly what they needed.

Strengthen internal links

Finally, I improved Bacanale’s internal linking structure. By linking blog articles directly to relevant product pages, I directed readers toward purchasing supplements right from the site. This didn’t just make the site more user-friendly, it also passed authority between pages, lifting rankings across the board.

The results

After just 12 weeks, the results were clear: Bacanale’s content was resonating with visitors, and they were starting to make purchases. Two keywords tell the story well:

• “Prebiotic fiber supplements”: from position #33 to #3, a 32-spot increase.
• “Natural fiber supplement”: from position #35 to #5, a 34-spot increase.

The takeaway

Bacanale’s journey from a new startup to a category leader shows that real search success comes from focusing on your audience: answering the questions they actually have, optimising the site to meet their needs, and building authority around what genuinely makes your brand different. That combination, more than any budget, is what let Bacanale dominate search rankings and build a loyal customer base, and it’s a strategy that works for Shopify stores and eCommerce businesses of any size.