Case Study

32% Organic Growth For Independent Distillery

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Pain Points

Conflicting product URLs
Underperforming product and category pages
Overly complex site structure

32%

Organic Traffic Growth Over the last two years

1381%

Growth in keywords ranking in position 1-3 Over the last two years (from just 27 to 400+)

Overview

Independent Distillery In Technical Disarray

This client (under NDA) was initially in a state of technical SEO chaos with over 40 plugins creating significant SEO conflicts. Widespread structural issues, including duplicate product and category pages and misconfigured canonical links.

Oxford Search Lab prioritised resolving these foundational errors and addressing poor site speeds to create a stable environment. A proactive content programme was then implemented to capture ‘top-of-funnel’ search intent and establish the brand as a topical authority.

The strategy cleared ‘technical debt’ while building long-term authority.

Our content programme captured top of funnel search intent and established the brand as a topical authority in its niche.

We resolved structural inefficiencies by consolidating duplicate product and category pages to streamline the site architecture and improve crawl health.

Results

Strategic technical and content stability delivered a 32% organic traffic increase and a 1381% surge in top rankings. The brand has also seen 400+ AI citations, which now drive inbound referral traffic from LLMs as a new route to market.

Our strategic focus on technical stability and content authority led to a dramatic expansion in keyword visibility.

Since we began, the site has experienced significant growth in both traffic and sales, expanding from just 27 keywords ranking in top 3 organic positions to over 400!

This increase in high-ranking terms directly fueled a 32% growth in organic traffic over two years.

The modernised infrastructure now ensures efficient crawling and a seamless experience for visitors.

The brand also achieved significant authority within AI-generated search results. The site now holds over 400 AI citations according to Ahrefs data, ensuring the producer is frequently recommended in modern search experiences.

32%