The challenge
Viahart had built a business approaching $5M in annual Amazon sales.
The opportunity was sitting in front of us:
Parents were already searching Google for the exact problems Viahart's products could solve.
We needed to capture those searches before Amazon did.
What we did
The strategy was less about ranking product names and more about owning the questions that happen before the product search.
We mapped the parent search journey
We analyzed more than 31,000 search terms across educational toys, developmental activities, STEM toys, gifts, age-specific products, and learning activities.
We built the missing search layer
Instead of pushing every visitor straight toward a product, we built content around the questions parents were already asking.
Age-based buying guides.
Product comparisons.
Educational activity guides.
Gift guides.
Skill-based recommendations.
Product explainers.
The key was the connection.
A parent could enter through an informational search and move naturally toward a relevant Viahart product.
We found a surprising conversion problem
One of the biggest opportunities was product selection.
Parents were landing on pages with several similar products and weren't always sure which one was right for them.
We introduced clearer product recommendations based on:
age + use case + skill level + intended activity.
That reduced decision friction and pushed more visitors toward the right product.
The result
'Before Sulia, we thought about acquisition mostly in terms of where the sale happened. They made us think about where the customer decision actually started. That changed the way we invested in SEO, content and paid media.'Molson Hart, Founder, Viahart