01The problem
After a domain change in 2025, visits from Google search nearly disappeared. For about six months, almost nobody was finding the Foundation’s research on Google.
The ingredient library existed, but it was unfinished and hard to use.
02What I did
- Built the ingredient library out to 401 searchable profiles, each rated Green Light, Reality Check or Red Light and tagged by where the ingredient turns up.
- Built a label checker: paste any product’s ingredient list and every ingredient is matched and rated as you type, with a link you can share.
- Redesigned the whole site in September 2026, including the homepage, the database, 573 articles and the certified-brand directory.
- Researched and published 225 new ingredient profiles between September 28 and October 1, 2026.
03The result
Google search visits up 844% year over year, and engaged visits from search up 619%.
After the homepage, the pages people most often arrive on are ingredient profiles — and they stay 1–2 minutes reading them, against 16 seconds on the homepage.
Bars drawn to scale. Visit counts kept private.
