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Domaine
Code has been acquired by Domaine, the leading Shopify partner for international brands.
Gaia Herbs
Turning organic authority into higher-converting traffic and a growing AI search channel
Gaia Herbs had built strong authority through educational content, but that visibility wasn’t translating into commercial impact as traditional search shifted toward AI-driven discovery. Domaine strengthened Gaia’s technical foundation, refocused its content strategy on commercial intent, and optimized visibility across organic and AI search to drive higher-value traffic and create a growing new discovery channel.
The challenge: authority without conversion in a changing search landscape
Gaia’s educational content ranked well and built trust, but weak connections to product and collection pages limited its ability to convert that authority into revenue. An initial technical audit , ran by Domaine, surfaced further barriers to search performance, including missing H1s, permanent redirects, orphaned pages, and duplicate metadata. At the same time, AI Overviews, zero-click search, and tools like ChatGPT and Gemini were reducing traditional organic traffic industry-wide, making traffic volume alone an increasingly ineffective measure of search success. Optimizing for traffic volume alone wasn't going to solve the wider challenges Gaia was facing. Instead, the opportunity was to build for where search discovery was heading.
A technical foundation rebuilt for scale
Domaine prioritized the technical issues with the greatest potential impact, resolving redirects and broken links and implementing schema markup across breadcrumbs, FAQs, and articles. This was supported by broader optimization of metadata, images, alt text, and internal linking. These improvements strengthened Gaia’s technical foundation, contributing to a current Ahrefs site health score of 95/100, with more than 3,000 audited URLs free of errors. This stronger technical baseline provided the foundation for subsequent content and AI-search initiatives to perform more effectively.
Turning authority into commercial intent
Domaine prioritized the PDPs, collections, and informational pages with the strongest conversion opportunity, then rebuilt metadata and internal linking, including anchor text, to route traffic and authority toward them. That meant connecting educational content that already ranked well to the product and collection pages it was never routed to. Part of the work also expanded and refreshed Gaia's highest-value educational and product-focused content, giving the site's existing informational strength a clearer, direct path to a transaction.
Building for AI search before it became mandatory
Domaine implemented FAQs and structured content built for AEO/GEO (Answer Engine Optimization and Generative Engine Optimization), so AI systems like Google AI Overviews, ChatGPT, and Gemini can surface and cite it directly, the same way traditional SEO structures content for search-engine ranking. Product and collection FAQs, paired with schema markup, gave AI systems a clean, citable answer to pull from directly. Domaine also built measurement across Google AI Overviews, ChatGPT, and Gemini, so Gaia's visibility inside AI search could be tracked with the same rigor as its traditional rankings.
Results: A more valuable organic engine & a new AI-search channel
By aligning organic search with commercial intent, Gaia is reaching new audiences and getting more value from the traffic it retains. Non-branded search now accounts for roughly 77.5% of clicks, while organic revenue grew 3% despite a 44.4% year-over-year decline in sessions as AI continues to reshape traditional search. At the same time, Gaia’s AI footprint has grown to 6.5K citations across 2.1K pages, establishing a second discovery channel that is already driving visibility and conversion.
