Local SEO Case Study

A Brewery's Journey to Digital Success

A local brewery was lost in the digital wilderness. Their taproom was great; their online presence, not so much. Here's how we combined UX research and local SEO to guide them back to civilization.

Note: In respecting our client's wishes, this case study refrains from mentioning the brand's name.

Local SEO Triumph

Achieved a spot in Google's 3-Pack and a 215% increase in Google Maps listing views.

User-Centric Approach

Integrated UX research findings into SEO strategy, tailoring the online experience to the target audience's preferences.

Tangible Business Impact

Realized a 50% increase in taproom visits and a 35% growth in event participation.
The Blueprint

Step 1: The Introduction

Our client, a local brewery, was struggling to stand out in local search results, affecting their foot traffic and brand growth.

Problem Statement: Despite a unique beer selection and inviting taproom, the brewery was a needle in the digital haystack.

Goals and Objectives: The brewery aimed to enhance its online presence, increase taproom visits, and improve local search rankings.

Step 2: Research & Data Collection

We conducted comprehensive local keyword research and analyzed local craft beer trends. Additionally, we performed target audience research to understand user behavior and preferences.

Tools Used:
Google My Business Insights
Keyword Planner
Ahrefs
User Surveys
Heatmaps

70%

of target audience prefers fruity beer

55%

visit breweries for events

40%

find breweries through Google Maps

Step 3: Strategy

Our strategy was a cocktail of Google My Business optimization, local keyword strategy, event promotion, and social media engagement, all backed by solid UX research.

Strategy Element
Rationale
Supported by UX Research
Google My Business Optimization
To enhance local search visibility
User preference for Google Maps
Local Keyword Strategy
To target relevant search queries
Target audience's search behavior
Event Promotion
To drive foot traffic
High interest in brewery events

Step 4: Execution

We rolled up our sleeves and got down to the nitty-gritty of implementing our multi-faceted strategy. This involved not just the initial steps of Google My Business optimization and local keyword strategy, but also several other key tactics.

GMB Optimization
We spruced up the brewery's GMB listing with high-quality photos that showcased their unique beer flavors and taproom ambiance. We also kept the listing fresh with regular posts about new brew releases and upcoming events.
Local Keyword Strategy
After identifying high-impact local keywords like "craft beer in [location]" and "best local brewery," we integrated these terms into the website's meta descriptions, headers, and content.
Event Promotion
Leveraging the insights from our UX research that showed a high interest in brewery events, we created a dedicated "Events" page on the website and promoted it through social media and local event directories.

Additional Focus Areas

We didn't just stop at optimizing the GMB listing and website for local keywords. We took a deep dive into content marketing, UX design improvements, and a targeted backlink strategy, all fine-tuned by ongoing data analysis.

By focusing on these additional areas, we created a well-rounded local SEO strategy that was not only effective but also provided a superior user experience. This multi-pronged approach ensured that we hit all the sweet spots in both UX and SEO.

Content Marketing
We developed a blog section focused on craft beer education, brewing processes, and event recaps. This not only provided value to the audience but also helped in long-tail keyword ranking.
UX Design
Leveraging the insights from our UX research that showed a high interest in brewery events, we created a dedicated "Events" page on the website and promoted it through social media and local event directories.
Backlink Strategy
To boost domain authority and local SEO, we reached out to local bloggers and news outlets for feature articles and backlinks. We also listed the brewery in reputable online directories.

+0%

increase in Google Maps listing views

+0%

increase in local organic search traffic

+0%

increase in taproom visits

+0%

growth in event participation

Step 6: Conclusion & Learnings

The marriage of UX research and local SEO led to a significant uptick in online visibility and foot traffic.

The brewery now not only ranks well in local search but also offers a user experience tailored to its audience's preferences.
Next up: optimizing for mobile searches.

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