SEO SUCCESS STORIES

StrangeLove: Tailored eCommerce SEO Strategy


Originally from Byron Bay and wonderfully eclectic, StrangeLove drinks wanted to boost their organic performance and eCommerce sales. Enter StudioHawk. With a mix of technical SEO fixes and strategic content strategy, keep reading to find out how our SEO experts transformed their organic visibility and sales.
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96%
Increase in total ranking keywords
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66.7%
Increase in online transactions
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85.9%
Increase in revenue
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About StrangeLove
StrangeLove is an Australian beverage company renowned for its premium mixers and soft drinks. Known for their unique flavour and commitment to quality, StrangeLove's products cater to cocktail enthusiasts, home bartenders, and everyday consumers seeking an elevated beverage moment! 

Whether mixing up a classic cocktail or enjoying a refreshing non-alcoholic soda - StrangeLove is all about a premium drink experience for its customers.
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The Need
StrangeLove approached StudioHawk with goals to increase organic traffic performance and eCommerce sales - specifically:
 
- Improve their IA structure to create a more user-friendly site.
- Enhance engagement through recipe content.
- Build brand awareness with informative blogs and educational content.
 
With a small marketing team and a monthly budget of $2k, StudioHawk aimed to provide a focused and impactful SEO strategy to achieve the desired results.

 


 
James and the team at StudioHawk have been integral to the ongoing growth of organic traffic to our website. Over the past few years, while working with the team, we have seen a 43% increase in organic traffic and a 17% increase in organic revenue. They are responsive and knowledgeable and provide comprehensive, easy-to-digest reporting and content recommendations each month. I would recommend them to any business aiming to stand out in a challenging, cluttered online landscape.
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The Plan
StudioHawk crafted a tailored eCommerce strategy designed to address StrangeLove's challenges and maximise their resources.
The plan centered on:
 
1. Creating New Collection Pages: 
To enhance organic visibility, we focused on developing new collection pages targeting high-volume, competitive keywords such as “no sugar drinks” and “low sugar drinks.” These pages aimed to improve user experience while driving targeted traffic.
 
2. Building a /Nutrition/ Subfolder: 
To establish topical authority and attract a broader audience, we planned to create a dedicated /nutrition/ section featuring detailed ingredient pages. This would allow users to explore the nutritional benefits of key ingredients in Strangelove’s products.
 
3. Providing Content Briefs: 
We supported StrangeLove's in-house content writer with detailed briefs, helping them produce high-quality, SEO-optimised content.
 
4. Addressing Technical SEO Issues: 
We identified and resolved key technical issues, including duplicate content from pagination and inefficiencies in the crawl budget, to improve the site's overall health and performance.
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The Execution
New Collection Pages & IA Structure
To improve StrangeLove’s visibility for high-value keywords, we created new collection pages grouped by key ingredients and popular mixers. This approach both enhanced the user experience and targeted specific search queries. By analysing competitor websites like Coca-Cola and Sunkist, we identified missing opportunities and developed pages to capture emerging trends such as low-sugar and no-sugar beverages.
 
Over two to three months, we collaborated with StrangeLove’s internal team to implement these pages, ensuring they aligned with user intent and search engine best practices. Additionally, we incorporated FAQs based on 'People Also Ask' data to address common queries and enrich the on-page content.
 
Content Strategy
We developed a robust content calendar to engage users and enhance brand authority. This included:
- Blog topics such as “Hangxiety: How to Reduce It” and “Is Soda Water Good for You?”
- Seasonal recipe content like "Romantic Valentine’s Day Drinks" and "Festive Christmas Cocktails."
 
By addressing gaps in competitor content and focusing on user interests, we positioned Strangelove as an expert in their niche while driving organic traffic to the site.

/Nutrition/ Subfolder
Although delayed due to resource constraints, the /nutrition/ subfolder remains a key component of our strategy. This section is designed to educate users about the nutritional value of ingredients like yuzu, ginger, and lime, fostering trust and enhancing the brand’s credibility. Pages such as “What is Yuzu?” and “Benefits of Ginger” will help capture additional search traffic while enriching the user experience.

 

Technical SEO Fixes
During the technical audit, we identified critical issues impacting the site’s performance. To address these:
- We updated the Robots.txt file to block pagination pages, improving crawl efficiency.
- We resolved 404 errors by implementing a comprehensive redirection plan.
- We optimised URL structures to eliminate duplicates and inconsistencies. These fixes ensured that search engines could crawl and index the site more effectively, maximising its organic potential.
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The Results
Our strategic approach delivered measurable success across all of our key objectives:

- Keyword Rankings: Total ranking keywords increased by 96%, with top-three rankings up 79% and first-page rankings up 106%.
 
- Organic Users: Increased by 34.8%.

- Transactions: Increased by 66.7%.

- Revenue: Increased by 85.9%.
 
The results show that even with limited internal resources, a prioritised approach to eCommerce SEO strategy can achieve significant growth in organic visibility and sales.
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Conclusion
This campaign highlights the transformative impact of a focused and resourceful SEO strategy. By prioritising high-impact tasks and leveraging data-driven insights, StudioHawk helped StrangeLove achieve remarkable growth in a competitive market. From technical fixes to strategic content creation, our efforts ensured success for StrangeLove while laying the groundwork for future scalability.
 
Resonating with this story? Request a free SEO Masterplan and see how we can help your business achieve amazing results too!

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