BullyBillows

BullyBillows had the product, the community and creators already talking about the brand. Organic growth just wasn’t keeping up.

In early 2025, non-brand Google demand was falling and brand search was flat. Our proof of concept found the reason. Demand hadn’t disappeared. It had moved to TikTok, Instagram and YouTube, with Google appearing later in the journey as the place people validate and convert.

Phase one of Search Everywhere® captured that demand and earned a 12-month retainer, which has since been renewed for another 12 months. It also taught us three things:

• Social search captures real demand
• Creator-led content beats brand channels in social search
• Content without clear intent signals (no dog, no product, no problem) confuses platform algorithms

But in phase one we had only captured demand that already existed.

The 2026 brief was to scale Search Everywhere® and move from capturing demand to engineering it. The targets were:

• Grow brand search by a further 25%
• Grow organic revenue by 30% YoY
• Reach 75% visibility across agreed Trophy Keywords, up from 64%

Insight: demand hasn’t declined, it has spread.

Our audience is UK owners of strong, large and reactive breeds, plus active owners who run or walk with their dogs. These are problem-aware buyers searching for solutions like “harness for dogs that pull”, “best collar for reactive dogs” and “dog leads for runners”.

We used TikTok Creator Search Insights, Buzzabout.ai, SparkToro, AlsoAsked, Semrush, Google Trends and Exploding Topics to check whether the 2025 pattern still held. It had strengthened: discovery starts on social, and Google remains the conversion layer.

Every piece of content got one of two jobs.

• Demand capitalisation (proven in 2025): search-optimised social content engineered to rank when someone searches.
• Demand generation (new for 2026): content that creates the “aha” moment. It shows owners a problem they hadn’t noticed, like a dog that pulls or a poorly fitted harness, and prompts the search.

Social-search engineered content.

Every brief was mapped to a real query and given one outcome: answer a search, or create one. Titles, captions, descriptions, voiceovers and on-screen hooks were all written around target queries. Since creators beat brand channels, we widened distribution through the in-house Creator Partnerships function we set up at the end of phase one.

• 75 structured content briefs
• 550+ assets: 200+ from Deviation-sourced creators, 100+ from brand ambassadors and 250+ on owned channels
• Activity across 80 social accounts, up from 21 in 2025

Creating demand, not just capturing it.

Demand generation content was built for the TikTok and Instagram For You feeds, reaching owners before they searched. TikTok now suggests searches like “dog harness bullybillows” beneath our videos, which shows the content prompting branded searches directly.

Closing the loop on-site.

Every search needed somewhere to land.

• 20 new intent-rich commercial collection pages, with the 40 built in 2025 re-optimised
• Social content embedded on-site
• FAQs expanded using social-search insights
• Pages structured for traditional SEO and AI/LLM visibility, with BullyBillows products now cited in AI answers for queries like hands-free running leads

Protecting performance through change.

When BullyBillows rebuilt its Shopify theme, we were involved from day one, setting the technical requirements and internal linking before launch. Visibility returned to pre-migration levels within weeks. When a later site simplification removed a large share of collection pages, our weekly monitoring flagged the ranking losses within 48 hours. We matched every removed page to lost keywords and revenue, then prioritised a rebuild. Those pages are now re-indexed and resurfacing.

Jan–Sept 2026 vs the same period in 2025:

• +102% organic revenue, more than three times the 30% target, with no paid media
• In nine months, organic revenue has already passed the whole of 2025, with Black Friday and Christmas still to come
• +26% brand search (target: 25%), reaching 9.9K monthly searches for “BullyBillows”
• +70% searches for “BullyBillows harness” (the hero product), after +124% in 2025
• 2,072% average growth in branded + intent searches, e.g. “BullyBillows dog lead for runners”
• 78% Trophy Keyword visibility, up from 64% (target: 75%)
• More organic sessions in nine months than in all of 2025 (288K vs 209K)
• Average collection page rank improved 50%, from 10.9 to 5.4
• Sitewide average rank improved 48%, from 18.1 to 9.4

On social search:

• 6.8M views in nine months, against 7.1M across all of 2025
• 3% average engagement rate, with 16.9K shares and 3K saves

Most content marketing is measured in views. Ours was measured in the searches it created and the purchases that followed.

In 2025, our content captured search demand. In 2026, it created it.

This work has been recognised across the industry, including four wins at the European Search Awards, among them “Best Use of Search – Retail / Ecommerce”.