Alcohol D2C Retailer’s SEO Journey to 925% Revenue Growth

TESTIMONIAL

“We launched the Midleton Distillery Collection online shop along with a brand new domain in July ’22 - our challenge for Wolfgang Digital was to help us create a long term and sustainable organic growth strategy. The results have been incredible so far. They’re a great team to work with – forthcoming with new and creative ideas, but always ensure that practical and technical growth solutions are a priority. We look forward to our continued partnership with them.“

Katie Greene, eCommerce Product Manager, Midleton Distillery Collection

WOLFGANG DIGEST

Midleton Distillery Collection, Irish Distiller’s Direct to Consumer E-Commerce site was previously challenged by a number of disjointed branded shop sites with a limited product range and low awareness, turned to SEO to penetrate the online alcohol market. By prioritising high-demand products like Jameson, and implementing semantic HTML optimisations alongside connected structured data, they achieved a 925% increase in organic revenue and significant growth in market share.

CHANNELS

SEO-Content

GROWTH

925% Organic Revenue Growth 2023 vs 2022

OUR STRATEGY

Wolfgang’s proprietary ‘SEO Scorecard’ benchmarked the Midleton Distillery Collection (MDC) against its competitors and revealed the need to focus on the ‘Relevance’ and ‘Experience’ pillars to grow the brand and eat into the traffic share of our closest organic competitors.

Relevance

MDC has seven different brands under it. To maximise ROI, we identified and prioritised the most in-demand brands, starting with Jameson. Being mindful that AI is changing the way search engines read and understand content, we used a special process of semantic HTML optimisation on Jameson product ranges. This proved crucial. We saw an overall 257% increase in organic traffic to the site YOY and 51% of this came via the semantically optimised Jameson products.

Experience

Cannibalisation, where multiple MDC pages were competing for the same keywords was perhaps the most damaging issue on the site that needed to be rectified. We optimised the canonical and noindex tags enabling search engines to better understand and distinguish between pages on the site to improve crawling and indexation.

BUSINESS GROWTH

Organic Revenue: +925% YoY
Organic Impression Share: +293% YoY
Organic Traffic: +257% YoY

The icing on the cake was the fact that, in key markets like Ireland, MDC increased its organic traffic share from 12% to 37% eating into organic real estate captured by SERP competitors.