Organic sales tripled over a 3-year partnership.

Spiceology is a Spokane-based spice company building fresh, chef-driven blends, rubs and seasonings for home cooks, BBQ obsessives and working professional kitchens. Founded on the idea that the spice rack is the real heart of the kitchen, the company sells a catalog of several hundred single-origin spices, signature blends and chef collaborations direct to consumers online. Enleaf partnered with Spiceology from July 2023 through July 2026 on SEO and a full website rebuild.

THE PROBLEM

When Spiceology came to Enleaf in July 2023, organic search was the weakest-performing channel in the business. It was pulling respectable traffic, roughly 392,000 sessions in the first year, but converting that traffic at just 1.0%, against a site-wide average of 2.7%. Organic was delivering the volume and none of the sales.

 

The result was a growth model that leaned heavily on paid. In year one, paid search produced more transactions than any other channel and more than double what organic managed.

THE SOLUTION

Enleaf partnered with Spiceology in July 2023 with a single objective: turn organic search from the worst-converting channel into a channel that produces revenue on its own. The work ran across four fronts.

Full website revamp

In October 2024 we did a full Technical SEO audit and implementation to improve various technical SEO aspects of the site, including Meta data, site speed, inter linking, and a host of other things as well across the entire site. 

Catalog and content expansion

We expanded coverage across the product catalog and the recipe and education content that surrounds it, targeting the specific blend names, flavor profiles and cooking questions buyers search for. Spiceology now ranks for more than 28,000 organic keywords, up from roughly 13,500.

Authority building

We ran an ongoing link acquisition to build the domain authority the catalog needed in a competitive retail category. 

AI and SERP feature optimization

As search shifted, we optimized content specifically for AI Overviews, People Also Ask, recipe results and other SERP features, and tracked conversational long-tail queries that surface in AI-generated answers.

THE RESULTS

Organic search grew in every single year of the partnership. Comparing the first twelve months to the last twelve months:

  • Organic sales tripled, from roughly 4,000 to more than 12,300 transactions per year.
  • Organic revenue increased 156%.
  • Organic conversion rate more than doubled, from 1.0% to 2.1%, closing the gap with the site-wide average.
  • Organic keyword rankings more than doubled, from roughly 13,500 to more than 28,000 ranking keywords.
  • Average Google position improved 45%, from 14.7 to 8.0.
  • Site-wide revenue grew 34% across the partnership, increasing every year.
  • Traffic referred from AI platforms grew from 36 sessions to more than 1,800.

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