A supplement store Google could barely read, and AI had never heard of.

Almost everything a search engine reads, and nothing a customer would notice. There was no Google Analytics and no Search Console, so nobody could answer basic questions like which pages people landed on or what they searched to get there. Google Merchant Center did not exist, which meant no Shopping listings at all. Thirteen pages carried two H1 headings each because the theme printed a hidden duplicate. One FAQ schema block was broken by a single stray quotation mark, so Google was reading half of it and discarding the rest. Meta titles were missing or still in English on a Bulgarian store.

The content was thinner than the catalogue deserved. Four products, and not one page explaining what berberine is, what ashwagandha is, or why the dose on the label matters. A brand selling supplements made in Bulgaria had no page saying who made them.

Room. Search a health question in English and you compete with WebMD, Healthline and twenty years of optimised content. Search the same question in Bulgarian and Google often shows no People Also Ask box at all. When we checked four Bulgarian supplement questions on a phone on 30 September 2026, none of them had one, and all four had an AI Overview built from Bulgarian pharmacy and shop blogs.

That absence is the opportunity. Question-shaped headings with a straight answer underneath, written properly in Bulgarian, cost almost nothing to get right, and they give Google and the AI assistants exactly the kind of passage they are looking for. The same is true of the AI answer engines: they are answering Bulgarian health questions today from whatever Bulgarian-language source they can find, and the supply is thin.

We wrote for the words Bulgarians actually type.

Twenty-four pages and eighteen articles. An encyclopedia of twelve ingredient pages, each one covering a single substance: what it is, where it comes from, the dose, who should avoid it. Four solution pages and a hub, built around the problems people search for rather than the products we sell. A new homepage, an about page carrying the founder's real story, and a where-to-buy page. All four product pages rebuilt.

Underneath that: Google Analytics 4 and Search Console connected and verified, Merchant Center set up and the feed submitted, an XML sitemap filed with indexing requested, and robots.txt opened to the AI crawlers that matter, GPTBot, ClaudeBot, PerplexityBot and OAI-SearchBot. Blocking those is a common accident and it makes a brand invisible to exactly the systems now answering questions on its behalf.

We also automated the review flow through Klaviyo, two emails per order, and ran it back across the existing customer base. Reviews are not decoration. Genuine, dated, first-party reviews are one of the few signals that separates a real brand from a drop-shipper, and both Google and the answer engines can tell.

Honestly, WordPress is not our stack. We build on modern frameworks and we would not have chosen WooCommerce, Woodmart and 25 plugins for this brand. But Biovaya was already there, with a live catalogue and an order history, and a platform migration would have cost the client months it did not have. So we kept the platform and changed the way we work on it.

Every change went through the site's own REST API, the direct route into a WordPress site's content, rather than through the admin panel. That sounds like a technical footnote. It is the reason twenty-four pages and eighteen articles moved in ten days without a single broken URL.

The method is what matters. Each change is specified precisely, applied through that API, then read back from the live site and compared against what was sent. After we rescaled the logo, we checked every one of 234 images and 72 internal links on the affected pages before calling it finished. When we replaced the product cards inside fifteen articles, we confirmed all fifteen matched byte for byte after saving.

The judgement behind every change is ours: which claims are lawful, which pages deserve to rank, and what a Bulgarian buyer actually searches for at eleven at night.

Because it was illegal, and because deleting it made the site more visible, not less.

Food supplements in the EU may only carry health claims from an authorised list. Biovaya's pages were full of the kind of sentences that are common on supplement sites and almost never allowed. Google Shopping had already noticed and rejected most of the catalogue.

So we went to the source, pulled the authorised claims from the Bulgarian text of Regulation 432/2012 word for word, and rebuilt every product statement on top of them. It turns out the law lets you say the commercially valuable thing, as long as you credit the right ingredient. Zinc contributes to the maintenance of normal testosterone levels in the blood. That sentence is authorised, checkable and it belongs to the mineral, not the plant.

Then the useful part. A page that says "clinically proven" and cites nothing is invisible to an answer engine. A page that names a regulation, quotes a 2024 committee decision and links the primary source is exactly what a citation looks like. Compliance and AI visibility turned out to be the same job.

This is why the analytics went in first. From here the site stops being rebuilt on judgement and starts being tuned on evidence.

Search Console tells us which Bulgarian queries the new pages are appearing for and where they sit, so we refresh the pages that are close rather than writing new ones nobody asked for. Its generative AI report, which Google rolled out to every website on 31 August 2026, shows impressions inside AI Overviews and AI Mode.

Analytics 4 needed one custom job. Its built-in AI channel misses referrer-less traffic, so we group ChatGPT, Perplexity, Claude, Gemini and Copilot into their own channel and report conversions rather than sessions, because AI referrals arrive further down the decision than search traffic does.

On top of that, a monthly run of tracked prompts in both Bulgarian and English, asking the assistants the questions a customer would, and logging whether Biovaya appears and which page gets cited.

Then we act on it. That is the whole point of the ten days.