CHANI

About the Client: 

Founded by astrologer Chani Nicholas, CHANI is a digital astrology platform rooted in inclusivity, mindfulness, and authenticity. Their readings and horoscopes are crafted entirely by real astrologers and writers—never AI. CHANI approached Good & Gold to strengthen their organic footprint and ensure their deeply human insights could compete (and win) against algorithmically optimized astrology sites.

Challenges
CHANI’s deep archive of original, high-quality content was spread across two competing websites. Plus they had:

• No unified SEO strategy: Years of valuable content existed, but none had been optimized for discoverability.
• Low keyword authority: High-intent astrology terms were dominated by generic, SEO-stuffed competitors.
• Delicate content voice: The brand’s authenticity was non-negotiable. We had to improve performance without compromising tone, values, or creative integrity.

We sought to elevate Chani's authority and visibility, strengthen their structure, and optimize content for both today’s search landscape and tomorrow’s AI-driven discovery, without ever compromising what makes them distinct: a deeply human voice.

Key Tactics & Execution

Our work focused on precision editing—enhancing discoverability without altering meaning or tone.

• Voice-safe optimization: Each change was reviewed to ensure it reflected CHANI’s human, compassionate voice.
• Content gap fill-ins: We collaborated with CHANI’s writing team to develop new articles answering overlooked but highly searched questions.
• SEO architecture cleanup: Duplicate pages were merged, URL structures simplified, and technical tags aligned to strengthen crawlability.
• Performance tracking: Implemented analytics dashboards to monitor organic visibility, ranking shifts, and keyword growth.

SEO & Content Strategy

• Conducted a competitive keyword analysis to identify underutilized search opportunities in astrology and self-development.
• Built a content gap framework mapping user questions to CHANI’s existing content strengths.
• Created on-page optimization guidelines tailored to CHANI’s brand voice and editorial standards.

Technical SEO & Structure

• Audited both legacy domains and oversaw a clean migration to consolidate authority.
• Updated metadata, schema, and internal linking to strengthen crawlability and keyword relevance.
• Built dashboards to monitor ongoing visibility, authority, and AI Overview inclusion.