BROTHER JUSTUS WHISKEY
SEARCH ENGINE OPTIMIZATION CASE STUDY
Search Engine Optimization (SEO) project for Brother Justus Whiskey increases their online visibility by 80.3% in one year, and 200% in two years. Beginning in January 2022, their website was optimized with a total of 254 keywords. Over one year, I strategically increased their keyword reach to 458 keywords, an 80.3% increase. Building upon this success, within two years, the site's keyword portfolio expanded to 761 keywords, an additional 66.2% - or a 200% total increase from project initiation. My SEO approach focuses on steady growth in keyword volume to boost organic search visits, employing only "white hat" strategies to ensure long-term immunity to Google updates. This case study showcases the tangible results achieved through a methodical and sustainable approach to SEO optimization.
THE PROBLEM
Brother Justus Whiskey, being a new and growing brand, faced a significant challenge in maximizing its online visibility and reach due to the absence of comprehensive Search Engine Optimization (SEO) efforts. While the website initially ranked for a modest number of keywords, the lack of a structured SEO strategy hindered its potential to capitalize on organic search traffic and compete effectively in the digital landscape. Recognizing the critical role of SEO in driving targeted traffic and brand visibility, the client sought my expertise to optimize their website and elevate their search engine rankings.
The project aimed to not only increase keyword rankings but also establish a strong and sustainable organic search presence that would resonate with their target audience and drive meaningful engagement and conversions.
MY ROLE
My role in the Brother Justus Whiskey SEO project was multifaceted, involving a comprehensive audit of the website, identification of technical SEO issues, and the creation of a tailored Search Engine Optimization (SEO) strategy from scratch. The initial phase included a thorough review of the website's current keyword rankings to determine the keywords within striking distance and those that align with the client's long-term objectives. This strategic approach aimed to establish a roadmap for optimizing the website's visibility and organic search performance.
Upon finalizing the SEO strategy, my focus shifted towards addressing technical SEO bugs and optimizing the website's content for targeted keywords. I resolved issues such as 404 and 301 errors with careful attention, ensuring a seamless user experience and optimal search engine indexing. Additionally, I created a comprehensive keyword guide that encapsulated target keywords and secondary keywords for each page of the website. This guide was curated to include keywords with a high search volume and relevance, driving targeted traffic to the site.
Once the keyword guide received approval from the client, I initiated the optimization phase by enhancing each page's meta descriptions, meta titles, and on-page content. This on-page SEO optimization aimed to improve the website's visibility in search engine results pages (SERPs) and attract qualified traffic. Utilizing tools like RankScience, I conducted rigorous on-page SEO audits to evaluate each page's ranking for target keywords before publishing, ensuring optimal performance and alignment with the established SEO strategy.
CONSTRAINTS
One of the significant constraints encountered during the Brother Justus Whiskey SEO project was the highly competitive nature of the SEO space for American Single Malt whiskey. In an industry where most brands are already well-established, carving out a distinct online presence as a smaller player posed a significant challenge. The landscape was saturated with established brands vying for top rankings and visibility, making it challenging to stand out and attract organic traffic in a crowded digital environment.
Navigating through this competitive landscape required a strategic and innovative approach to SEO optimization. It necessitated the identification of niche opportunities and untapped keyword segments where Brother Justus Whiskey could gain a foothold and differentiate itself from larger competitors and create a path toward ranking for more broad terms. Additionally, the project required continuous monitoring and adaptation to evolving SEO trends and algorithm changes, ensuring that the optimization strategies remained effective and adaptive in the face of stiff competition.
Despite these challenges, the project's success was attributed to a combination of meticulous keyword research, targeted optimization strategies, and a commitment to delivering results that exceeded industry standards. By leveraging creative solutions and staying agile in the competitive SEO landscape, Brother Justus Whiskey was able to achieve notable improvements in search engine visibility and organic traffic growth, demonstrating the effectiveness of strategic SEO efforts in overcoming industry constraints.
PROCESS OVERVIEW
Client Consultation: Engaged in detailed discussions with Brother Justus Whiskey to understand their brand, goals, target audience, and key performance indicators (KPIs), aligning the SEO strategy with their overarching business objectives.
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Audit Initiation: Initiated a detailed audit of Brother Justus Whiskey's website, evaluating current SEO performance, site structure, and potential areas for improvement, laying the foundation for optimization efforts.
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Technical SEO Implementation: Implemented technical SEO fixes, including resolving 404 and 301 errors, to enhance website performance, user experience, and search engine indexing.
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Keyword Research and Analysis: Conducted thorough keyword research and analysis to identify niche opportunities and untapped keyword segments relevant to Brother Justus Whiskey's industry and target audience.
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SEO Strategy Development: Developed a comprehensive SEO strategy tailored to Brother Justus Whiskey's objectives, competitive landscape, and industry constraints, focusing on achieving sustainable organic growth and visibility.
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On-Page Optimization: Optimized on-page elements such as meta descriptions and meta titles to improve search engine visibility, click-through rates, and overall organic search performance.
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SEO Audits and Monitoring: Utilized SEO tools like RankScience for on-page SEO audits to evaluate keyword rankings, monitor performance metrics, and optimize content before publishing, ensuring alignment with SEO best practices and evolving trends.
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Adaptation and Collaboration: Monitored and adapted optimization strategies based on evolving SEO trends, algorithm changes, and competitive analysis, collaborating closely with the client to ensure alignment with their brand messaging, objectives, and desired outcomes.
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The Results
The implementation of the comprehensive SEO strategy for Brother Justus Whiskey yielded remarkable results, driving substantial improvements in organic search visibility.
Keyword Reach Expansion: Beginning with 254 keywords in January 2022, the strategic SEO initiatives led to a significant increase in keyword reach. Within one year, the website's keyword portfolio expanded to 458 keywords, averaging approximately 16 new keywords added per month, an 80.3% growth. This growth continued, with the site boasting 761 keywords within two years, averaging approximately 12 new monthly keywords, an additional 66.2% increase. Over the course of 2 years and continued optimization efforts, the site’s keyword portfolio expanded by 200% in total. These results demonstrate the effectiveness of a methodical approach focused on steady keyword volume growth to boost organic search visits.
Sustainable Growth: Employing "white hat" SEO strategies ensured long-term sustainability and immunity to Google updates. The methodical and ethical approach to SEO optimization showcased in this case study emphasizes the importance of steady growth and adherence to industry best practices for lasting success in the digital landscape.
These tangible results underscore the effectiveness of a data-driven, strategic approach to SEO optimization in driving tangible business outcomes and long-term growth for Brother Justus Whiskey.
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