Dalipo: a 91% increase in SEO clicks in twelve months through organic search

Dalipo, a food brand dedicated to preventing and managing food allergies in children, grew its clicks from organic search by 91%, including a 76% rise on its pillar pages, between January and December 2025. These results come from SEO work run by Growth Room on Google organic search, a channel the brand had not yet worked on.

About Dalipo

Dalipo operates in children's nutrition, around the prevention and management of food allergies. The brand speaks directly to families, on a subject where the purchase decision follows a long phase of looking for information. Parents want to understand before they choose, and they read a great deal before they buy anything.

That has a direct consequence. The parents concerned are not looking for a brand first, they are looking for an answer: what a food allergy is, how to spot one, what to do day to day. Google search is the first place that question gets asked, and therefore the first place a brand can be seen. A brand absent from those results is absent from the whole decision.

The starting point

The need was to build Dalipo's organic visibility and create an SEO acquisition channel that had not been worked on before. The job was not to optimise an existing channel, but to create one, from the structure up.

That changes the nature of the work. There was no ranking history to defend and no acquired traffic to protect. Everything had to be put in place: the content structure, the topics to cover, the hierarchy between pages. In return, every gain is unambiguous, because it starts from zero. And a properly built organic channel has no cost per click: once the pages are live, traffic does not stop when a budget stops.

SEO: building the organic channel

Starting from the questions people actually ask

The starting point was existing demand: what families actually type into Google about food allergies in children. Those searches were grouped by intent, separating information questions from queries that come just before a purchase. That split then determines the type of page to produce for each one. An information question calls for content that explains; a buying query calls for a product or category page. Mixing the two costs visibility on both.

Pillar pages to structure the subject

We built pillar pages: in-depth pages covering a subject as a whole, with more specific content attached around them. This is the backbone of the setup. It stops several pages competing for the same query and gives Google a clear reading of what the site covers, subject by subject.

Those pages are also the ones that last. In-depth content that ranks keeps bringing visits months after it is published, with no additional spend. That is also why the pillar pages were tracked separately from the rest of the site.

Making the structure hold over time

Internal linking connects the content together and pushes authority towards the pillar pages, so that a new page benefits from the ones already published. Performance is tracked on clicks from search, not on rankings alone: an average position can improve without a single extra visitor reaching the site. Clicks are what settle the question, and clicks are what were tracked throughout the year, month by month.

Results

• 91% increase in clicks from organic search, between January and December 2025.
• 76% increase in organic clicks on the pillar pages, over the same twelve-month period.

The organic channel, non-existent at the start, became a measurable source of traffic within twelve months. It is an asset that stays: it keeps producing visits outside of any advertising spend, and it grows with each page added to the structure.

Looking to be more visible on Google and AI engines?

Growth Room develops your organic search and your presence in AI engine answers, with tracking of the traffic and conversions they generate. To find out more, discover our GEO agency.