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Bubbling to the Top: Zentopia’s Strategy for Search Engine Zen

Illustration combining the Google logo, ZENTOPIA branding, and growth-oriented graphics, such as a target icon and upward graph, representing the brand's rising SEO visibility and market success.

In a competitive industry like CBD beverages, getting top organic search rankings on Google isn’t just about playing the SEO game—it’s about mastering it.

Ever since Zentopia challenged us to bring more “zenlightenment” to the top organic search results, we’ve been using a data-driven, strategic approach that combines technical expertise with impactful content creation to climb Google’s first-page results.

In this article, AHM SEO Manager Devon Decembre lifts the lid on securing top organic search rankings in a crowded and competitive market.

Google Trends graph comparing the search interest over time for 'CBD seltzer,' 'CBD sparkling water,' and 'CBD drinks' in the United States over the past 12 months, showing 'CBD drinks' with the highest interest.

Achieving the top organic spot on Google is a major accomplishment, especially in a crowded market like CBD beverages. Can you tell us how you approached this challenge from the start?

“From the beginning, our approach was comprehensive and focused on identifying and addressing weaknesses in both on-page and technical SEO. We started by performing a detailed audit of Zentopia’s website content by analyzing meta tags, title tags, headers and meta-descriptions for gaps in optimization. We also wanted to ensure alignment with high-intent keywords specific to CBD beverages. We did uncover some technical issues, such as broken and redirecting links, missing title tags, and images without alt-text, which were promptly addressed to enhance crawlability and indexation.

Our strategy also included in-depth keyword research to pinpoint both high-traffic and niche terms that could drive additional traffic to Zentopia’s site. By optimizing content and developing blog articles focusing on these terms, AHM set the stage for sustainable ranking improvements.”

SEO strategies often require a mix of technical expertise and content development. What specific tactics were critical in helping Zentopia rise to the top?

“Understanding how users search and what users are searching was crucial, so conducting comprehensive keyword research was a major part this project. Implementing different variations of keywords throughout the website content and meta tags proved to be a valuable opportunity. An example of this was identifying traffic volume and geographic sentiment for ‘CBD seltzer’ versus ‘CBD sparkling water.’ Rather than focusing on one, we determined that a mix of both would be greatly beneficial to SEO performance.”

SEO analytics chart showing organic keyword trends and intent breakdown for ZENTOPIA's website, including top keywords such as 'CBD drink' and 'CBD infused drinks,' with a significant increase in traffic from informational and commercial keywords.

The CBD industry is highly competitive, with many brands vying for the same keywords. How did you identify the right keyword opportunities to target?

“We analyzed their existing keyword strategy and historical performance data. By reviewing competitors’ keywords we were able to see gaps where Zentopia could stand out in the crowded CBD market. Using tools like SEMrush allowed us to assess keyword volume, intent and ranking difficulty. Doing that allowed us to prioritize terms with strong potential for visibility and conversions. Since the driving strategy was to maximize Zentopia’s competitive edge, this data-driven approach helped us focus on keywords that balanced relevance, volume and achievable ranking potential.”

What role did content creation play in boosting this brand’s visibility on Google? Were there specific types of content that performed particularly well?

“Content creation was pivotal in Zentopia’s SEO success. Given their niche, yet highly competitive market, we focused on producing unique, informative and highly relevant content. By addressing trending topics in the CBD industry and answering common user questions, we captured user intent effectively. Blog articles and guides on CBD benefits, beverage comparisons and wellness trends performed especially well and drove organic traffic and boosted Zentopia’s visibility on Google.”

SEO is a long-term game. How did you set expectations with Zentopia around timelines, and how long did it take to see significant results?

“With SEO being a long-term strategy, it was essential to communicate the expected ramp-up period. Starting in Q2 2024, we focused on building a strong foundation, and within six months, Zentopia saw significant ranking improvements. The brand earned a #1 ranking for ‘CBD infused drinks,’ #2 rankings for ‘CBD drinks,’ ‘CBD beverages,’ and ‘CBD seltzers’ and a #3 rankings for ‘CBD sparkling water’ and ‘CBD beverage.’ These results underscored the value of patience and a strategic approach in reaching top positions.”

How did you ensure Zentopia’s website was technically optimized for search engines? Were there any specific challenges unique to the CBD market that you had to overcome?

“We optimized Zentopia’s website by addressing technical SEO issues, boosting its health score to 92%. Our efforts included fixing broken links, optimizing meta-tags, enhancing site structure and ensuring all pages were properly indexed. While there were no unique technical challenges specific to the CBD market, maintaining a high website health score was crucial in a competitive industry where user experience and site reliability directly impact SEO success.”

Visibility chart displaying ZENTOPIA’s domain improvement in Google search rankings over time, showing a growth in visibility to 39.33%, with a notable increase in the last six months.

The SEO landscape is constantly changing with Google’s algorithm updates. How do you stay ahead of these changes, and how did that help in reaching the top position?

“From a content standpoint we focus on creating content aligned with E-E-A-T principles: Experience, Expertise, Authoritativeness and Trustworthiness. While E-E-A-T isn’t a direct ranking factor, it aligns with Google’s focus on high-quality, reliable content. By crafting articles based on first-hand experience that showcase industry expertise and establish Zentopia’s authority while ensuring transparency and accuracy, we created content that met Google’s standards for authenticity. This approach not only strengthened rankings but also built trust with users that helped Zentopia secure such high positions.”

The CBD industry is also highly regulated. How did you navigate compliance and ensure that the SEO strategy adhered to industry rules without compromising on effectiveness?

“This required us to craft content that aligned with Zentopia’s brand voice while remaining informative and educational. Our focus was on showcasing their expertise and thought leadership without making unverified claims. This approach allowed us to build trust and credibility while highlighting Zentopia’s knowledge and authority in the CBD space without compromising SEO effectiveness.”

As SEO becomes more competitive across industries, what advice would you give to brands looking to improve their organic search presence?

“My top advice is to focus on user intent. Effective SEO content should prioritize the questions users are asking and the information they’re seeking in your industry—not just your brand’s message. By understanding what users want to know, you can create content that truly meets their needs. Approaching it this way improves both engagement and organic visibility. Content that serves the user first ultimately drives stronger performance.”

Were there any surprises along the way—positive or negative—that impacted your SEO approach for Zentopia? How did you adapt to them?

“Working in the niche CBD drinks market presented challenges in understanding search behavior and crafting content that truly resonated with users. We overcame this by creating unique, informative content tailored to Zentopia’s specific audience. The positive surprise was seeing just how effective these targeted tactics could be in only six months or so. This reinforced the importance of audience-specific strategies, even in niche industries.”

Table of top-performing keywords for ZENTOPIA, highlighting keywords like 'CBD beverages' and 'CBD infused drinks,' along with visibility improvements and corresponding percentage gains.

SEO can seem like a mystery to many business owners. How do you explain the value of SEO to clients who may not understand its long-term importance?

“I explain SEO as a strategy that builds long-term visibility, credibility and organic traffic for the business. Unlike paid advertising, SEO creates sustainable results and attracts high-intent users without ongoing ad spend. It’s a long-term investment in your online presence. By ranking higher for relevant searches, you’re more likely to capture and convert your target audience. Regular updates, content improvements and technical optimizations all compound over time, creating a solid foundation that helps your brand grow and stay competitive in the market.”

What metrics did you track to measure the success of this SEO campaign, and how did you communicate these results to the Zentopia team?

“We tracked multiple metrics, including keyword rankings, position changes, organic traffic (total and new users), sessions, engaged sessions, pageviews and organic clicks and impressions. We also monitored technical SEO improvements, such as number of issues fixed and website health scores. These insights were presented through clear, data-driven reports that clearly showed both the impact of specific SEO actions and overall performance gains to make it easy to see progress.”

Looking ahead, how will you continue to maintain Zentopia’s top spot, and what steps do you recommend for keeping SEO momentum once a brand reaches the top of Google?

“To maintain Zentopia’s top rankings, we’ll stay agile with algorithm updates, consistently monitor traffic and rankings and refine SEO and content strategies as needed. Regularly identifying fresh, informative blog topics will keep content relevant and engaging for users. Additionally, ongoing technical SEO checks ensure the site remains optimized for performance. This proactive approach will help Zentopia sustain its SEO momentum and adapt to any shifts in search behavior or algorithm requirements.”