Increasing NIO Cocktails’ Top 3 Keyword Positions by 75%

Partnering with NIO Cocktails

NIO Cocktails was introduced to the UK market in 2019 and we started working with them at the beginning of 2020. NIO’s objective was to focus marketing efforts on longer-term brand growth whilst differentiating themselves from smaller competitors who were entering the market with aggressive short term tactics.

The Challenge

The ‘cocktails at home’ market was relatively fresh, and had new competitors appearing every week. We didn’t have a massive amount of historical industry data to base our strategy data on and the UK site had only recently launched so the domain had minimal authority and had limited ranking for any key competitive keywords.

With that in mind, our aim was to:

1. Identify a niche that had the highest natural interest, and effectively position NIO as the authority for said niche 

Our Strategy

We conducted our own primary research and asked potential NIO customers what they would search to reach NIO’s products.

We then combined the above with our own research of competitors’ social media ads and analysed the most popular term they were using to describe their products. Example terms included ‘cocktail delivery’, ‘premade cocktails’, ‘cocktail delivery service’ and ‘cocktail home delivery’.

In addition to identifying and focusing on a niche we also achieved the following:

• Built the site architecture to target spirit related keywords
• Transformed the internal linking site architecture
• Build PDP pages to become key traffic drivers
• Consulted on building out key E-E-A-T features of the site such as imagery, about us and customer reviews
• Generated ongoing backlinks and worked with NIO’s existing PR agency
• Renamed all products inline with SEO data and created templates for all future product releases
• Created a how-to and ideas hub for all SEO led content
• Briefed in strategies for managing occasion and seasonal pages like Mothers Day, Fathers Day, Valentines Day and Christmas.