How e-commerce retailer The Good Roll doubles revenue with SEO and GEO

The Good Roll wanted to turn organic growth into real revenue and become less dependent on paid channels. By building content around commercial keywords and real purchase questions, organic revenue doubled within one quarter. The foundation laid then is now delivering a second, unexpected win: The Good Roll is structurally visible in AI Overviews, for exactly the questions new customers ask when researching.

+118%

Organic purchases

+111%

Organic revenue

+100%

AI mentions

ABOUT

The Good Roll

The Good Roll is a Dutch D2C brand that makes sustainable toilet paper, kitchen roll and tissues from bamboo and recycled material. With every sale, the brand helps build toilets in countries where they can't be taken for granted. The market is dominated by supermarket chains and bol.com, with huge domain authority and established rankings.

THE

CHALLENGE

The Good Roll had a strong brand, but its organic visibility lagged far behind. Main categories weren't ranking with the right page, knowledge articles were poorly indexed and structured data was missing on the pages that mattered most. At the same time, search behaviour was changing fundamentally: consumers increasingly search via AI Overviews, ChatGPT and Perplexity, where a single answer often makes the purchase decision. The question: how do we turn organic search into a revenue channel that structurally brings in new customers more cheaply than paid, and how do we make sure The Good Roll is also visible in the new AI search engines?

OUR

RESEARCH & GOALS

Instead of chasing clicks, we built the strategy around commercial keywords and real purchase questions. Ranking for the terms buyers use, with landing pages and knowledge articles that actually answer the question. This way of building content works for Google search and for AI search tools, because both run on semantic context and clear answers to concrete questions.

The four main goals:

Achieve top 10 positions for the main commercial terms (keukenpapier, wc papier kopen, toiletpapier kopen).
Grow organic search into one of the largest revenue channels, overtaking paid search and paid social.
Lay a content foundation around real purchase questions that can also be picked up by AI Overviews, ChatGPT and Perplexity.
Put a scalable foundation in place (technical, content, authority) that can be built on further.

“

In one quarter, we transformed from a brand that struggled to be found by the right searchers into a brand that ranks for the terms people actually search for with a purchase in mind.

– Marketing Manager The Good Roll

THE

SOLUTION & IMPLEMENTATION

An approach that works for Google search and for AI search environments starts from the same principle: clear answers to concrete questions, on the right pages, on a technically sound website.

Rewrote all meta titles, descriptions, H1s and body copy on the most important category and product pages with a focus on commercial keywords, and made them AI-ready.
Set up a content roadmap around the questions buyers ask, with a briefing, content review and ongoing monitoring per topic.
Added FAQ structures and semantic context so AI Overviews can interpret the content well.
Complete tech audit, resolving indexing issues, redirects and 404s, plus structured data on collection and product pages.
Strategically set up knowledge pages as ‘answer pages’ that capture long-tail questions.
Identified more than 700 news articles mentioning The Good Roll without a backlink, with targeted follow-up.
Ongoing monitoring of AI Overview performance across 21 commercial and informational prompts.

THE

RESULTS

The figures tell two stories that reinforce each other: first the business impact over a longer period in 2025, then the AI Overview performance measured from December 2025 to June 2026.

+118% growth in organic purchases, +111% growth in organic revenue and +104% growth in new organic visitors.
May alone already showed a jump of 65% in organic purchases and 63% in organic revenue compared with April (€26,361 versus €16,149).
Top 3 and top 10 positions achieved for the main commercial terms: keukenpapier (32 to 3), wc papier kopen (20 to 6), toiletpapier kopen (31 to 10), duurzaam toiletpapier (3 to 1).
In May, organic search became the second-largest channel by revenue (€26,361), overtaking paid search (€14,432) and paid social.
100% mention and 100% top 3 position in all relevant AI Overviews; 75% top 3 links to thegoodroll.nl.

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