SUCCESS STORIES

De Bortoli Wine Pours Organic Success

De Bortoli Wine is a family-owned winery that has been crafting wines from some of Australia's finest vineyards since 1928. Known for its innovative spirit and deep commitment to quality, it's one of Australia's most iconic wine brands.
 
De Bortoli makes wines for everyone, from enthusiasts to casual drinkers and anyone looking for the right bottle for a special occasion. Beyond the wine, its cellar doors, restaurant and accommodation make it a destination for wine lovers.
 
De Bortoli wanted its online presence to match its reputation: more people finding its wines in search, more sales through its online shop and more visitors to its cellar doors.
de bortoli wines image
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102%
increase in online shop keywords
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51%
increase in online shop top 3 keywords
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112%.
increase in online shop first-page keywords

The Need

De Bortoli has two websites working together: a corporate website with its story, cellar doors, restaurant and accommodation, and an online shop on its own subdomain. Both needed to rank for competitive wine searches, while keeping the brand's premium feel and speaking to very different audiences.
 
The key objectives:
  • More online sales
    • Grow transactions and revenue through the online shop.
  • More organic traffic
    • Drive more organic traffic to the corporate website.
  • Competitive rankings
    • Rank for competitive wine-related searches.
  • New product visibility
    • Help new wines get found through targeted SEO.

The Plan

We built a plan that covered every part of De Bortoli's online presence.
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Technical SEO
Fix site-wide issues like duplicate pages and broken links.
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eCommerce SEO
Optimise shop category and product pages to rank and convert.
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Local SEO
Grow visibility for the cellar doors, restaurant and accommodation.
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Content and seasonal campaigns
Create helpful guides and seasonal collections.

The Execution

We started with a strong technical foundation, then built on it with local, content and seasonal work.
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A cleaner, faster-to-crawl website
An in-depth technical audit found duplicate foreign-language pages, broken links and pages search engines did not need to crawl. Removing and fixing them helped search engines focus on the pages that matter most.
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Cellar doors that stand out locally
De Bortoli's location pages were already performing strongly, so we recommended keeping them on its own website. We improved their calls to action and navigation, and refreshed the Google Business Profile listings with updated details, keywords and review management.
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Content for every season
We built a content strategy around in-depth guides, starting with plans for an evergreen "Wine Guide 101". Optimised seasonal collection pages for holidays and summer barbecues, paired with articles like "Top Wines for Summer Entertaining", helped shoppers find the right wine for every occasion.

The Challenges Overcome

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Brand and search, in balance
A premium brand needs SEO that fits its voice. Close communication and competitor analysis earned stakeholder support for every part of the campaign.
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Two websites, one strategy
The corporate website and online shop serve different goals. Tailored plans for each meant both grew together.
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Keeping local strength in-house
When moving the location pages to a third-party platform was on the table, keeping them on De Bortoli's own website protected rankings it had built over time.

The Results

The campaign delivered strong growth across both websites.
 
Shop keywords up 102%: The number of keywords the online shop ranked for grew 102.19%.
 
Shop first-page keywords up 112%: Keywords on the first page of Google grew 111.75%.
 
Shop top three keywords up 51%: Keywords in the top three positions grew 51.42%.
 
Corporate website keywords up 44%: The corporate website's keyword base grew 43.71%, with first-page rankings up 38.99%.
 
A cleaner website: Technical fixes improved crawl efficiency and search performance, and seasonal campaigns brought in more visitors at key times of the year.
rewarded_ads
102%
Increase in online shop keywords
rewarded_ads
112%
Increase in online shop first-page keywords
rewarded_ads
51%
Increase in online shop top three keywords

The Conclusion

De Bortoli has been making wine since 1928, and its name is known right across Australia. Its online presence needed to work just as hard as its reputation, across both its corporate website and its online shop.
 
We cleaned up the technical foundations, strengthened the cellar door pages, and created seasonal collections and guides that help people choose the right wine for every occasion. Close collaboration made sure every change fitted the brand.
 
The results followed. The online shop's keyword base more than doubled, first-page keywords grew 112% and top three keywords grew 51%, while the corporate website's keywords grew 44%.
 
+102% shop keywords. +112% first-page keywords.
Great wine, now easier to find.
De Bortoli makes wines worth seeking out. Blending the art of wine with the science of SEO made sure more people could find them.
StudioHawk
StudioHawk Team
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