Beyond Celiac is a science-backed nonprofit working to drive diagnosis, advance research, and find a cure for celiac disease. After Cornershop rebuilt its 6,000-page health resource library in 2025, the partnership moved into a 15-hour-per-month SEO and Google Ad Grant retainer.
The goal was to protect Beyond Celiac’s strong search visibility after launch, grow it, and turn that traffic into action: Getting Started Guide downloads, Symptoms Checklist submissions, and newsletter sign-ups.
Clearing Legacy Content That Competed With the New Site
Years of migrated legacy content were competing with the new landing pages in on-site search and on Google. Visitors struggled to find the right information, and leadership flagged it as a major concern.
Cornershop made the cleanup its top SEO priority ahead of Celiac Awareness Month in May, when gluten-free searches climb. The work moved in three phases:
- Technical: noindexing archived uploads and legacy CMS and tracking URLs
- Content: redirecting, refreshing, or removing low-value pages
- Structural: redirecting orphaned pages or working them back into the site
Updates That Kept Every Recipe and Cut Manual Review
Cornershop brought in a developer to make bulk, rule-based updates by post type and date. Nothing was deleted, every recipe stayed live, and Beyond Celiac’s manual review list shrank considerably. Most of the work wrapped between March and May, using Screaming Frog, GA4, Semrush, Yoast, SearchWP, WP All Import, and Google Search Console.
Structuring “Is It Gluten-Free?” Pages So AI Tools Can Cite Them
After an SEO audit and fixes for 404 errors, missing meta descriptions, and duplicate titles, the “Is It Gluten-Free?” series became the retainer’s signature work, with new or refreshed pages on oats, yogurt, soy, chickpea flour, ramen, and more.
Each page follows generative engine optimization (GEO) best practices: answer-first structure, headings that mirror real search questions, FAQs, and strong internal links. Cornershop carried the same approach to high-potential pages like Brain Fog and Cross-Contact, plus a reusable template for Celiac Straight Talk podcast episodes.
Ranking Higher in Google and Earning Citations in AI Answers
From February through July 2026, the SEO and GEO work paid off in both traditional and AI-driven search:
- Top-10 keyword rankings beat the goal every month, peaking at 12,937 against a goal of 9,500
- Top-3 rankings grew 19%, from 5,142 to 6,111 keywords
- 1,200 to 1,500 unique pages were cited in AI answers monthly, led by Google AI Overviews
- ChatGPT’s share of those citations grew from 27% to 33%
- Key actions from organic search grew 60%, from 349 in February to 558 in July
Rebuilding the Google Ad Grant Around Symptoms, Testing, and Support
The Ad Grant drew plenty of clicks, but few turned into action. Cornershop’s Google Ad Grant management started with new ad copy around diagnosis, testing, and support, a compliance cleanup, conversion-focused bidding, and new conversion events.
When clinical trial policies restricted research ads, Cornershop redirected that campaign to the Research & Cure page and secured pharma-ad approval to keep Studies ads running.
Cornershop also consolidated several non-branded campaigns into one topic-based campaign, with sitelinks that route symptom searches straight to the Symptoms Checklist. Dedicated Getting Started Guide and Symptoms Checklist ad groups followed, along with an “Is It Gluten-Free?” campaign that mirrors the SEO content so both channels reinforce each other.
More Than Doubling Ad Grant Conversions on a Similar Budget
Compared to the same period in 2025, February through July 2026 delivered:
- 125% more conversions, from 259 to 582
- A conversion rate that nearly quadrupled, from 0.80% to 3.03%
- Nearly flat spend, at about $57,500 versus $59,400
- 544 Getting Started Guide downloads and Symptoms Checklist submissions, more than nine times the goal
A Working Rhythm That Keeps Retainer Hours Focused on Strategy
Beyond Celiac’s team publishes copy and image updates, while Cornershop handles technical work and strategy. Drafts are built on the live site so the team reviews real pages, and sensitive health content gets an extra pass from Beyond Celiac’s science team. Weekly recaps, monthly strategy calls, and live dashboards keep everyone aligned.
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