Driving 300%+ organic visibility growth for the UK's leading joint-care brand

300% growth in organic visibility

30% growth in YoY revenue

220% increase in non-brand joint-related keyword growth

The Challenge

YuMOVE has delivered life-changing results for cats, dogs, horses and humans through science-backed supplements since 2006, growing rapidly into 20+ export markets. But its organic search performance wasn't matching that category authority.

The brand was winning on its own name, but not yet capturing the non-brand demand around its core categories i.e. the people searching for solutions to joint, digestive and calming needs before they knew which brand to trust. Product Listing Pages were under-ranking for the keywords that mattered, and in some cases ranking for the wrong terms entirely. Underneath that sat the usual structural drag: thin awareness content, keyword cannibalisation, and index bloat.

YuMOVE had invested in SEO before. This time they wanted deeper expertise to drive targeted, commercial improvement; pairing a new in-house SEO lead with NOVOS as the external partner, focused on three core categories: joint, digest, and calm.

Strategy Highlights

We treated organic as one connected system across onsite, offsite and content pulling in the same direction.

On-site commercial SEO: Optimised priority PLPs to be technically sound and targeted to the right keyword for each category, then supported them with content briefs so blogs and guides reinforced the PLPs through smart internal linking and expert positioning.
Off-site Digital PR: Built high-quality links directly to priority PLPs rather than spreading them thin, concentrating authority where it would move rankings fastest.
Site-wide foundations: Worked alongside the in-house lead on de-optimising the homepage, redirecting decaying content, and improving crawlability, which cleared the structural issues holding the whole site back.

The Results

Organic performance (6 months vs. same period YoY)

Organic sessions +32%, organic revenue +31%
Total organic keywords +53% — Positions 1–3 +20%, Positions 4–10 +16%, SERP features +236%
Now ranking for "best dog joint supplements" via the joints PLP, not the homepage

Non-brand growth in the three core categories

Joint: keywords +221%, top-3 rankings +157%, page-1 rankings +37%
Digest: top-3 rankings +75%, page-1 rankings +4%
Calm: top-3 rankings +50%

Digital PR (first 6 months)

180 high-quality links built
77% directed to priority PDPs/PLPs
68% pointed at the #1 priority PLP — dog joint supplements, the page that saw the biggest keyword gains
64 links on Tier 1 press (DR 70+)

The result: YuMOVE's highest organic visibility on record by March 2026, with category authority now compounding across both Google, publications and the LLMs that its customers turn to.

300% growth in organic visibility

30% growth in YoY revenue

220% increase in non-brand joint-related keyword growth

"NOVOS brought much clearer focus on how SEO and Digital PR should work together at YuMOVE. The team helped us identify key growth areas, aligned with business objectives and have executed an effective strategy, which has contributed to meaningful growth in organic visibility and performance. The approach has been thoughtful, commercially driven, and innovative."

Abhishek Prasad — SEO Manager, YuMOVE

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