Growing SoulSalt from 665 to 147,700 monthly organic visits
→ 22,111% organic traffic increase
→ 56 featured snippets won
→ 213 → 11,670 keyword rankings
→ Referring domains grew 10x
Organic traffic grew from 665 to 147,700 monthly visits.
The brief
SoulSalt, founded by Master Certified Coach Lyn Christian, provides personal development coaching and content that helps individuals reframe personal and professional obstacles. The expertise was deep, but the online presence was nearly invisible. Starting at just 665 monthly visits, with content scattered across the site without strategic purpose, SoulSalt had no coherent plan for reaching the audience who needed them most.
The personal development market is saturated. Without a clear content strategy and SEO foundation, even genuine expertise gets drowned out. That's where I came in as content specialist.
My role
As content specialist, I led the strategy and execution end-to-end: from auditing existing content to managing the writer network to editing every piece that went out.
What I owned:
Developing the editorial framework, caeldnar and publishing cadence
Setting voice and quality standards in the form of brand and content guidelines for the writer network
Editing, and approving content across the site
Ensuring every piece served both search intent and the SoulSalt brand
The outcome
Over two years, SoulSalt went from near-invisible to category authority. Monthly visits grew from 665 to 147,700 — a 22,111% increase — peaking at 165k before stabilising at a sustained 100k+.
The site won 56 featured snippets, grew from 213 to 11,670 keyword rankings, and referring domains grew 10x without any paid outreach. SoulSalt became a leading resource internationally, reaching audiences in Australia and India.
As the founder put it: her business model became "wrapped around our SEO" and she started getting speaking events purely off the blog.
