Don’t Panic is a London-based creative marketing agency. Known for producing bold, culturally relevant campaigns, Don’t Panic has successfully made a name for themselves in the creative marketing space.
But rising competition and a series of overlooked SEO problems were quietly holding them back — and their performance started to slip.
Luckily, after we implemented a targeted content optimization strategy, their rankings, traffic, and conversions began to rebound.
Here’s the full story.
The Challenge
Don’t Panic was smashing it in 2024. Organic traffic was through the roof, conversions were stable, and the creative agency was gaining serious momentum across organic and AI search.
But then, performance began to dip in November. And by April 2025, it hit an all-time low. When we dug deeper into the site, the underlying issues became clear:
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Outdated blog posts that no longer reflected current trends or search intent - Content bloat, making it harder for answer engines to extract information
- Technical SEO problems including missing schema and alt text, poor internal linking, and accessibility issues
Our Strategy
To turn things around, we planned and executed a thorough content optimization strategy that includes:
Content audit
We analyzed every page on the site to identify outdated articles, content duplication, thin pages, and opportunities to consolidate or improve. This gave us a clear roadmap of what to keep, what to refresh, and what to remove.
Content refresh
We updated high-value pages with new insights, fresh data, and improved structure. And most importantly, we made sure they satisfy current search intent and provide genuinely helpful information for the readers.
On-page & technical optimization
We resolved the technical issues weighing the site down: schema implementation, alt text, accessibility improvements, internal linking, and other page-level SEO fixes.
This strengthened crawlability, boosted relevance, and helped key pages regain their competitive edge.
The Results
In just one year, we managed to increase Don’t Panic’s visibility in both organic and AI search, which resulted in 169% more conversions.
Here are the results between November 2024 and October 2025:
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36.7% increase in organic traffic (from 2,430 to 3,527) - Cited by AI Overviews for 96 keywords
- Secured citations in ChatGPT, Perplexity, Gemini, and Copilot
- AI referral traffic went up 809% from 22 to 200
- Organic conversions went up 169% from 16 to 43 per month
