The challenge
Cave Tools had a product business built around barbecue.
But its biggest untapped asset was search demand.
People were searching for thousands of barbecue questions every month, from meat thermometers and brisket temperatures to smoking times, grilling equipment, and product comparisons.
Cave Tools was answering some of those questions.
It just wasn't capturing enough of the commercial value behind them.
Sulia's job was to turn the company's expertise into an acquisition engine.
What we did
We started with 2.4M monthly searches across the category and worked backwards from the searches most likely to become customers.
We found the money in search demand
We mapped 18,000+ keywords by intent, from informational searches like 'how long to smoke brisket' to high-intent searches like 'wireless meat thermometer', then connected them to the products Cave Tools could sell.
We turned expertise into traffic
Instead of publishing generic content, we built high-value search clusters around smoking, grilling, meat temperatures, equipment, comparisons, and buying guides, with every topic connected to relevant products.
Paid media became a testing lab
In 90 days, we tested 146 search terms across 23 product and category groups, using conversion rate, order value, acquisition cost, and demand to identify what was worth scaling through SEO.
We fixed the leak after the click
More traffic wasn't enough. We improved product recommendations, internal linking, CTAs, category pages, and product information to turn more qualified visitors into customers.
The result
Organic search became the company's fastest-growing acquisition channel.
'We had been creating content for years, but Sulia completely changed how we thought about it. Every topic had a reason, every page had a job, and we could finally see how search was contributing to revenue.'Michael O'Donnell, Founder, Cave Tools