Old World SEO Performance Gap — Audit & Content Strategy

Overview

As of late February 2026, the Old World brand has effectively zero organic search presence despite active content production. This stands in stark contrast to the Doodla brand, which is performing well across all key SEO metrics. The gap was identified during a weekly sync between Mark and Karly and flagged as requiring immediate action.

This article documents the performance gap, its likely causes, and the agreed content consolidation strategy going forward.

Current Performance Snapshot

Metric	Old World	Doodla
Domain Rating (DR)	0	39
Organic Traffic	~18 visitors (effectively 0)	~1,300/month
Organic Keywords	0	Healthy
Site Health Score	98	—

Doodla's DR 39 and 1,300 monthly organic visitors represent solid mid-tier SEO performance. Old World's DR 0 and near-zero traffic indicate the site has no meaningful backlink profile and is not ranking for any keywords — despite content being produced for it.

Root Cause

The core issue is that content production has been directed primarily at the Doodla site, not Old World. Karly confirmed during the call that the four blog posts and two recipes produced per month have all been going to Doodla:

"No, to be fair, I have not done any content for Old World. All that I was talking about was for Doodla."

Old World has no blog posts or articles capturing organic traffic, no backlink-building activity, and no keyword targeting strategy in place. The high health score (98) suggests the site is technically sound — the problem is purely one of content and authority.

Agreed Strategy

1. Deep SEO Audit

Karly is responsible for scheduling and conducting a thorough SEO audit of the Old World site. This should cover:
- Crawl and indexation status
- Backlink profile (or lack thereof)
- Keyword gap analysis vs. competitors
- On-page optimization of existing pages
- Internal linking structure

2. Content Consolidation by Brand

Going forward, content will be split by topic and directed to the appropriate brand site:

Content Topic	Target Site
Popcorn articles, recipes, guides	Old World
Beans, organic farming, sustainability, recipes	Doodla

This ensures Old World begins building topical authority around popcorn — its core product — while Doodla continues to strengthen its existing position around beans and related content.

"Maybe what we do is we just start writing article after article about popcorn… put all the popcorn articles on Old World. And then put all the articles about beans and organic and farming and sustainability and recipes on Doodla." — Mark Hope

Action Items

[ ] Karly — Schedule and conduct a deep SEO audit for the Old World site
[ ] Content team — Redirect all popcorn-related content to Old World going forward
[ ] Content team — Continue beans/farming/sustainability/recipe content on Doodla
[ ] Mark — Confirm Old World is added to Ahrefs for ongoing tracking (warehouse login also pending from client)

This issue surfaced in the same call where the ^[1] was flagged. Both issues compound each other: if a stockout occurs and Amazon organic rank drops 50%, the website's inability to capture organic search traffic means there is no fallback channel to sustain sales.

The Google Merchant Center feed for Old World was also noted as a pending task (tracked in ClickUp), with plans to run ads once the feed is configured.

^[2]
^[3]
^[4]