CASE STUDY
From B2B to D2C: How Beard Bros SEO Strategy Leveled Up a Gourmet Brand's Online Visibility (372% increase in impressions!)
INTRODUCTION
Facing a pandemic-induced crisis in their traditional B2B model, a gourmet brand partnered with Beard Bros in 2021 to pivot towards direct-to-consumer (D2C) sales. Within a year, Beard Bros' comprehensive SEO strategy propelled the brand's online presence, resulting in:
130%
Increase in Organic Clicks
372%
Increase in Impressions
50%
Improvement in Search Position
Client Profile
Chenab Gourmet, a premier Direct-to-Consumer (D2C) Gourmet Brand in India, has been instrumental in introducing global culinary delights to Indian palates. Operating primarily on a B2B model, they have been the driving force behind the success of numerous top-tier restaurants and chefs, supplying a diverse array of international gourmet products.
The Challenge
The onset of the COVID-19 pandemic brought unforeseen challenges to many businesses, and Chenab Gourmet was no exception. The global crisis triggered widespread lockdowns, resulting in a dramatic decline in institutional sales. This downturn posed a significant threat to the brand's longstanding business model and revenue streams.
Confronted with these extraordinary circumstances, Chenab Gourmet recognized the urgent need to innovate and adapt. The potential of establishing a direct-to-consumer channel emerged as a viable solution to counter the declining sales. Venturing into the online realm was not just a strategic move but a necessity to sustain and grow in the face of the pandemic. The challenge was not only to create this new channel but to ensure it thrived in a highly competitive digital marketplace.
Recipe for Success: A Multi-Ingredient SEO Approach
Upon partnering with Chenab Gourmet, Beard Bros set forth clear, ambitious objectives to revolutionize the brand's online presence. The primary goals included:
- Developing a Robust Online Presence: Establishing Chenab Gourmet as a leading name in the D2C gourmet market by creating a compelling digital footprint.
- Driving Organic Traffic Growth: Significantly increasing organic traffic to the website, thereby enhancing the brand's visibility and reach in search engines.
- Optimizing Website Performance: Improving the website's functionality, user experience, and engagement metrics to foster a seamless customer journey.
Strategies Implemented
1. SEO Optimization and Website Audit:
Beard Bros initiated their strategy with a comprehensive website audit. This deep dive revealed critical content and keyword gaps, paving the way for a targeted content strategy. The agency developed a content plan focusing on engaging blogs and recipes, all intricately interlinked with product pages. This approach aimed not only at driving traffic but also at establishing Chenab Gourmet as an authority in the gourmet sector.
2. Robust Content Enhancement:
The homepage underwent a strategic transformation, incorporating carefully chosen keywords and linkages to bolster search engine rankings. Further, category pages received an overhaul for better indexing, leveraging link equity to improve overall site visibility.
3. Technical Website Improvements:
Recognizing the importance of website speed, Beard Bros undertook significant measures to enhance performance. The homepage was simplified, removing elements that contributed to slow loading times. Tools like Hummingbird and Smush were implemented for efficient image optimization. Additionally, a Content Delivery Network (CDN) was utilized to expedite page load times, ensuring a smooth experience for users across various geographical locations.
Results: A Feast for the Digital Senses
The collaborative efforts of Beard Bros and Chenab Gourmet yielded remarkable results, marking a new era in the brand’s digital journey:
- Organic Clicks: There was a phenomenal 130% increase in organic clicks, a testament to the effective SEO and content strategies employed.
- Online Impressions: Online impressions soared by 372%, significantly amplifying the brand's visibility and reach.
- Search Engine Positioning: The brand's search engine position improved by 50%, demonstrating the efficacy of the optimized content and technical improvements.
- Website Speed Improvement: The website speed score on mobile platforms jumped from 23 to 45, enhancing user experience and engagement.
- First-Page Rankings: Over 60 keywords secured first-page rankings on search engines, driving considerable organic traffic.
- Blog-Driven Traffic: Traffic from blogs constituted 40% of the total organic traffic, underscoring the success of the content strategy.
Lessons Learned
60
Keywords Ranked on Page 1
This project highlighted several crucial insights:
- Integrated SEO Approach: A comprehensive SEO strategy, combining content, technical SEO, and backlinks, is essential for digital success.
- Agility and Adaptability: The ability to pivot quickly in response to external challenges is key to sustaining and growing business.
CONCLUSION
This case study showcases Beard Bros' proficiency in executing a comprehensive and adaptive SEO strategy. It underscores the critical role of a flexible and versatile approach in digital marketing, especially in adapting to changing business landscapes like those prompted by the COVID-19 pandemic. Beard Bros' expertise in transforming challenges into opportunities sets a benchmark in the digital marketing domain.
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