Beavertown

The Challenge

Beavertown knew their Neck Oil range of beers was growing well across UK pubs and bars. However, they wanted to generate organic growth across B2C as well as using their growing online platform to get themselves into even more establishments.

The challenge we had was to understand firstly the demand for d2c beer across organic, what niches we wanted Beavertown to dominate for and how we were going to go about that with a brand that is very cautious about their tone and wording.

Our Strategy

We then identified 2 primary ways to generate growth:

• Improve overall technical structure
• Create a content strategy that targets the right terms and end user to establish Beavertown as an expert in their space

How we improved the overall structure and targeting of the Beavertown store:

We aimed to improve their store with some “quick wins” that we knew would have an impact due to the improvement it made to the overall structure and layout of their store.

• Optimised homepage content to target terms such as Craft Beer/IPA/lager and adding FAQs on the page to further establish as an expert whilst targeting the relevant keywords
• Category and product page optimisations
• Implement apps + ways of managing imagery to reduce file size and improve site speed
• Internal linking across blogs e.g. linking to gifts page in a blog that talks about beer gifting
• Adding search functionality to the mega nav
• Wrote multiple blogs including a IPA vs Pale ale blog  which we rank 1st for and have recorded over 7k clicks for since
• Working closely with their paid agency to ensure they don’t actively bid on terms we’re organically ranking well for
• Supporting on two Shopify theme upgrades with partner agencies, helping to maintain rankings & improve site speed

The Results

Since working with Beavertown:

• 72% increase in organic sessions
• Increased revenue by over 35%
• Non-branded keywords in positions 1-3 up 44% YoY
• Competing with the big dogs across Beer
• ROI of well over 100%