SUCCESS STORIES

Discover Tasty SEO with Murray River Salt

Murray River Salt was struggling to attract the right audience and convert online traffic into sales. We implemented a tailored SEO strategy focusing on local search optimisation and content improvements. The result? A surge in organic traffic, improved rankings, and increased sales as more customers discovered their premium salt products.

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970%

backlink growth

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21.4%

increase in referring domains

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A Great Sprinkling of All That’s Good

Murray River Salt Company is a known gourmet salt provider with products in all markets around Melbourne. They are well-known for their quality and naturally exclusive salt products in Australia.

As well-known as they were, they had the sensible inclination that they needed to be able to stand out in search results for the people Googling at home or on the go. Their biggest selling point was that they are the only natural pink salt company – acquiring their pink salt that accumulates at the darling basin.

Murray River Salt was sitting on the tip of their success; we came in to nudge them over the finish line.

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The Plan

StudioHawk came along to add some pepper to the objectives:

A heavy focus on backlink acquisition and maintaining a strong backlink profile
Simple technical fixes through metadata and title tag optimisation to fine-tune to the correct search intent
An emphasis on client communication to provide education on SEO and to keep the momentum going through the campaign
A plan to increase the sales of the large variety of products through organic search
A plan to increase the visibility of the brand to encourage and promote distributors and boost stock inquiries

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The Execution

During the first month of the campaign, we were brought into a small website migration and assisted with generating a rigorous redirect list. This was followed by some backlink outreach. This provided us with a good foundation as we pushed to dominate the salt lakes of the Google SERPs.

Although Murray River Salt was positioned relatively well for their target market, organic traffic was notably stagnant. There were a few minor technical issues on the site, such as broken internal links, mixed content, duplicate title tags, and incorrect language tags – nothing out of the ordinary, but enough to see why they were on the edge. We began to identify their keyword spread and picked out those that were highly relevant and well endowed for the campaign ahead.

We made quick progress through the technical fixes in the first couple of months while preparing for the backlink outreach to take effect. In the first month, Optimising the homepage title tag was a top priority for establishing the company as an Australian salt expert in the SERP.

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The Results

155% keyword growth ranking in the top 10
970% backlink growth
21.4% increase in referring domains
Truffle salt went from position 48 to now ranking in position 6

From starting the campaign, we have seen continual growth for the keywords we were wanting to target. Some keywords have moved from the last page to some really strong positions.

As the site has also been able to establish itself as one of the market leaders, organic acquisition of backlinks has skyrocketed to 7k backlinks and is continuing to grow.

Revenue continues to grow month on month for Murray River Salt considering the pandemic and fluctuations in user search. Strong positioning continues to increase across the primary keywords being tracked. Now that’s a tasty additive!

43.71%

Corporate site: Total keywords increased

Uncork the story of how a finely tuned SEO campaign drove significant results for one of Australia’s most iconic wine brands.

Discover Tasty SEO with Murray River Salt

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