SUCCESS STORIES

De Bortoli Wine Pours Organic Success

When a brand like De Bortoli Wine, renowned for its legacy and quality, sought to elevate its digital presence, StudioHawk stepped in with a tailored blend of technical SEO expertise, eCommerce strategy, and SEO content writing. The goal? To expand their organic visibility, boost eCommerce sales, and establish them as a go-to authority in the wine industry. This case study uncorks the story of how a finely tuned SEO campaign drove significant results for one of Australia’s most iconic wine brands.
de bortoli wines image
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43.71%
Corporate site: Total keywords increased
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38.99%
Corporate site: First-page rankings improved
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102.19%
eCommerce site: Total keywords increased by
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51.42%
eCommerce site: To 3 keyword rankings increased
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111.75%.
First-page rankings increased
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About De Bortoli Wine
De Bortoli Wine is a family-owned winery that has been crafting exceptional wines from some of Australia’s finest vineyards since 1928. Known for its innovative spirit and deep-rooted commitment to quality, the brand spans a diverse audience, catering to wine enthusiasts, casual drinkers, and anyone just looking for a great bottle for special occasions. Beyond its wine offerings, De Bortoli Wine features cellar doors, restaurants, and accommodations that highlight its place as a destination for wine lovers.

 
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The Need
De Bortoli Wine approached StudioHawk to elevate their online presence and organic performance.
 
Their key objectives included:

- Boosting transactions and revenue through their eCommerce platform.
- Driving more organic traffic to their corporate website.
- Securing competitive keyword rankings for wine-related terms.
- Enhancing visibility for new products through targeted SEO strategies.  

This required a robust technical SEO audit, a bespoke eCommerce SEO strategy, and SEO content writing, all while maintaining the brand’s premium image and catering to distinct audience segments.
This campaign was all about blending the art of wine with the science of SEO. By tackling technical issues, crafting targeted content, and refining local strategies, we helped De Bortoli Wine uncork organic growth and dominate search rankings—because great wine deserves to be found!
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The Plan
StudioHawk devised a comprehensive SEO strategy tailored to De Bortoli Wine’s unique needs:
 
  • Technical SEO: Resolve site-wide technical issues affecting organic performance, such as duplicate content and broken links.

  • eCommerce SEO Strategy: Optimise category and product pages to improve keyword rankings and drive conversions.

 

  • Local SEO: Strengthen search visibility for their cellar doors, restaurant, and accommodation offerings.

 

  • SEO Content Writing: Create high-quality content, including the proposed "Wine Guide 101," to position De Bortoli Wine as a leading authority in the wine industry.

 

  • Seasonal Campaigns: Develop optimised collection pages and engaging content to capture seasonal demand.
 
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The Execution
1. Technical SEO Improvements
StudioHawk conducted an in-depth technical audit to identify and resolve issues limiting the site’s performance. Key actions included removing unknown, duplicate foreign language pages, fixing broken links, and optimising the crawl budget to improve search engine visibility.

2. Local SEO Strategy
De Bortoli Wines’ local SEO strategy focused on driving visibility for their cellar doors, restaurant, and accommodation services. When plans emerged to migrate their high-performing location pages to a third-party platform, we emphasised the importance of keeping these pages in-house to preserve their strong SEO foundation.
 
By optimising the pages with better CTAs and navigation, and refining their Google My Business (GMB) profiles with updated details, keywords, and review management, we strengthened their local search presence and ensured continued customer attraction to their physical locations.
 
3. Engaging SEO Content Writing
Before we took over the campaign, the client had not been focusing on SEO-related content, which was limiting their visibility in organic search and industry presence.

Drawing inspiration from competitors, we implemented a content strategy centred around in-depth articles and guides. The proposed "Wine Guide 101" will act as an evergreen resource, attracting organic traffic and boosting topical authority. Seasonal listicles such as “Top Wines for Summer Entertaining” were introduced to engage users and guide purchasing decisions.

4. eCommerce SEO strategy via seasonal campaigns
To drive traffic and boost conversions, we focused on seasonal sales by creating optimised collection pages for key events like holidays and summer barbecues. These pages featured targeted keywords, clear navigation, and compelling CTAs to guide users to the perfect wine for every occasion.
 
Complementing this, we introduced listicle-style articles such as "Top Wines for Summer Entertaining," combining seasonal content with product highlights to enhance user experience and position De Bortoli Wine as a go-to choice for wine lovers year-round.
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The Results
The campaign delivered some remarkable outcomes:
 
  • Technical SEO Gains: Resolved critical site issues, improving crawl efficiency and search engine performance.
 
  • Corporate Website Keywords: Achieved a 43.71% overall increase, with a 38.99% growth in first-page rankings.
 
  • eCommerce SEO Impact: Subdomain keywords grew by 102.19%, with first-page results rising by 111.75% and top-3 rankings increasing by 51.42%.
 
  • Content Engagement: Seasonal campaigns and SEO content writing drove significant traffic during key times of the year.
debortoli_wines_root domain
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Root Domain - Keywords:
 
All - increase of 43.71%
First page - 38.99%

debortoli_wines_shop subdomain
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Shop Subdomain - Keywords

All - increase of 102.19%
Top 3 Keywords - 51.42%
First page - 111.75%
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Conclusion
Finding a balance between SEO and brand positioning is not always an easy feat, but with extra communication and close competitor analysis to identify core opportunities in the market, we were able to get stakeholder buy-in for all areas of our campaign. By addressing technical SEO challenges, refining an eCommerce SEO, and delivering high-quality SEO content plans, we were able to refine a strategy that led to success for De Bortoli Wine.

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