Case Study:
283% growth in non-branded traffic for Medik8 via content marketing

Will Bourne
SEO Director

4 min read

17th Apr 2025

• Background

• The problem

• How GrowRoom responded

• The results

• What did our client say?

• What next?

Tl;Dr

We helped Medik8 achieve 283% growth in non-branded organic traffic, reinforcing their position as a leader in sustainable skincare. Since we started working together at the start of 2023, Medik8 have seen a 644% return on investment.

Background

Medik8 is a pioneering vegan skincare brand operating in the e-commerce space via a Shopify platform. Their expertise in vitamin A skincare — especially retinol and retinal — had already earned them a respected name in the industry.

The problem

When we started working together in 2023, Medik8 faced some digital challenges:

Issue A: Despite being the category leader in vitamin A skincare, Medik8 wasn’t visible on the SERPs for key non-branded terms. A huge 97% of their traffic was branded, limiting growth potential through new audiences.

Issue B: The user experience for informational content was lacking, largely due to CMS limitations.

Issue C: The content strategy focused heavily on brand-first messaging, missing out on broader search demand.

How GrowRoom responded

We partnered with Medik8 to shift the focus from branded dominance to wider discoverability. Our approach centred on amplifying their authority in non-branded spaces while staying aligned with their science-led, sustainable ethos:

1. Ingredient-led Content Ideation: We started by identifying the high-potential search queries surrounding Medik8’s key ingredients, especially Retinal — ensuring relevance and alignment with their brand authority.

2. Content Workflow Rebuild: We introduced detailed content briefs and a new QA process to support Medik8’s in-house experts, leading to scientifically credible and search-optimised content.

3. Enhanced Content Experience: We optimised user experience with clear layouts and intuitive CTAs, making informational content more compelling and designed to encourage deeper site journeys.

4. Strategic Internal Linking: We built bridges between informational and commercial content, helping readers — and search engines — connect the dots between education and conversion.

The results

Diversified Traffic Profile: Non-branded organic traffic grew by an incredible 283%, opening the door to new customer segments.

Greater Organic Visibility: Overall organic traffic increased by 31.4% when comparing Q1 2025 to Q1 2024.

More Effective Customer Journey: Improved internal linking helped users flow from educational to commercial content seamlessly.

Dominant SERP Presence for Key Ingredients: Medik8 now leads the SERPs for Retinal-related searches, reflecting their true authority in the field.

The above graph shows organic non-branded clicks to article pages.

As well as growing traffic to articles and encouraging readers through the conversion funnel, the site’s transactional pages have benefited from increased topical relevance. This has lead to growth in non-branded rankings and clicks for transactional pages too.

How we can help your business

If your business wants to expand your operation sustainably, through SEO or paid search, get in touch today via the contact form below.

We’ll develop a bespoke strategy to help you achieve your business goals, and will do all the work to make it happen, with transparent reporting on progress.