The Challenge

When Hedley & Bennett partnered with GR0, their knives collection had virtually no organic search visibility and wasn't ranking for high-intent, non-brandedkeywords. As a result, both the collection and individual product pages were generating minimal organic traffic, leaving the category underdeveloped from an SEO standpoint.

GR0 saw an opportunity to build category authority, capture high-intent keyword traffic, and transform the product collection into a scalable organic growth driver.

Our Goal

GR0’s mission was clear: 

• Increase visibility for knife-related keywords

• Drive traffic to the targeted collection page

• Improve rankings for high-intent, non-branded product terms

• Grow organic revenue from targeted product pages

Our Services

• SEO: Backlinking

Our Strategy

To drive meaningful growth, GR0 executed a multilayered backlinking campaign to build authority specifically around the targeted product pages.

1. Authority Building Through Non-Branded Backlinks

We acquired high-quality, non-branded backlinks from relevant websites using strategic anchortext (“chef knife”). These backlinks were directed to both the collection and key product page to improve rankings for commercial, high-intent search terms.

By concentrating authority around product-related URLs, we were able to strengthen topical relevance and improve organic visibility across the category.

2. Technical SEO Audit & Cleanup

To ensure backlinks delivered maximum ranking impact, we conducted a major crawlability and indexability audit:

• Removed crawl issues limiting search engine access

• Resolved 404 errors

• Removed incorrect or conflicting canonicals

• Strengthened internal linking to priority collection pages

This approach sharpened keyword targeting and ensured search engines could properly index and rank priority URLs.

3. On-Page Optimization Refresh

We refreshed and optimized:

• Title tags

• H1s

• Meta descriptions

This allowed us to better align pages with knife-specific queries and strengthen relevance signals sitewide.

The Results

Within six months, the campaign delivered significant organic growth:

• + 209% in traffic

• + 90% in Top 3 keyword rankings to knife pages

• + 122% in Top 10 keyword rankings to the knives collection page

• + 300% in product page traffic 

By combining authority-building backlinks with technical cleanup and optimized on-page targeting, GR0 successfully transformed the knives category from low visibility to a high-performing organic growth driver.

This chart tracks knife-related keywords ranking in the Top 3 from February 2025 to 2026.

This chart shows a 304% increase in traffic to “Chef Knife” (our target keyword) from mid-August ’25 to mid-February ’26 compared to the prior six months.

This chart highlights knife product pages, showing a 300% increase in traffic to all knife-related keywords over the last six months vs. the previous six months.