SEO SUCCESS STORIES

StrangeLove: Tailored eCommerce SEO Strategy

Originally from Byron Bay and wonderfully eclectic, StrangeLove is an Australian beverage company known for its premium mixers and soft drinks, with unique flavours and a real commitment to quality.
 
Its drinks are made for cocktail enthusiasts, home bartenders and anyone looking for an elevated drink moment, whether that's mixing a classic cocktail or enjoying a refreshing non-alcoholic soda.
 
StrangeLove wanted more people to discover its drinks online, and to turn that discovery into sales through its online store.
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96%
Increase in total ranking keywords
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67%
Increase in online transactions
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86%
Increase in revenue

The Need

StrangeLove's online store needed to rank for the high-volume searches that bring in new customers, in a category full of big-name drink brands. With a small, focused marketing team, it needed an SEO strategy that put every hour where it would have the most impact.
 
The key objectives:
  • More online sales
    • Grow sales through the online store.
  • A clearer structure
    • Build a more user-friendly website structure.
  • Engaging recipes
    • Keep visitors coming back with recipe content.
  • Brand awareness
    • Build awareness with helpful, informative blogs.

The Plan

We built a focused eCommerce strategy around StrangeLove's products and the way people shop for drinks.
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New collection pages
Group products by ingredient, mixer and trend, like low and no sugar drinks.
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Content briefs
Give StrangeLove's in-house writer detailed briefs for blogs and recipes.
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A nutrition section
Plan pages on key ingredients like yuzu, ginger and lime.
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Technical fixes
Clean up duplicate pages and broken links to help search engines crawl.

The Execution

The biggest focus was a new, easier-to-shop structure, supported by content and technical fixes.
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Collections that match how people shop
We researched the collections other drink brands offered and found the gaps, then created new collection pages grouped by key ingredients, popular mixers and trends like "no sugar drinks" and "low sugar drinks". Working with StrangeLove's team, the new collections went live within two to three months, complete with FAQs drawn from "People Also Ask" questions.
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Recipes and blogs for every occasion
We planned a recipe calendar for moments across the year, from Romantic Valentine's Day Drinks to Festive Christmas Cocktails, and briefed blogs like "Hangxiety: How to Reduce It" and "Is Soda Water Good for You?", a topic no competitor had covered yet.
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A cleaner website
We blocked pagination pages in the robots.txt file, cleaned up duplicate URLs and set up a redirect plan for broken pages, helping search engines crawl the store more efficiently. We also planned a nutrition section with pages like "What is Yuzu?" for the next stage.

The Challenges Overcome

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A small team
StrangeLove's marketing was run by a very small team. Clear briefs and focused priorities made every hour count.
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Big-name competitors
The drinks category is crowded with household brands. Collections built around trends and ingredients gave StrangeLove its own space in search.
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Getting the most from development time
Website changes needed careful planning. Prioritising the collection pages first delivered the biggest results soonest.

The Results

Comparing August 2024 with August 2023, StrangeLove grew across every key measure.
 
Revenue up 85.9%: Revenue from organic search grew 85.9%.
 
Transactions up 66.7%: Online transactions from organic search grew 66.7%.
 
Organic users up 34.8%: Organic users grew 34.8%.
 
Keywords nearly doubled: Ranking keywords grew 96%, first-page keywords grew 106% and top three keywords grew 79% after the new collection pages launched.
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96%
Increase in total ranking keywords
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67%
Increase in online transactions
rewarded_ads
86%
Increase in revenue

The Conclusion

StrangeLove started in Byron Bay with a love of great flavour, and grew into a premium mixer and soft drink brand. Online, it was up against some of the biggest names in drinks.
 
We gave the online store a structure built around how people shop, with collections for ingredients, mixers and trends like low and no sugar drinks. Recipes and blogs gave people more reasons to visit, and technical fixes helped search engines find every page.
 
The results showed a small team can achieve big things. Ranking keywords nearly doubled, online transactions grew 67% and revenue from organic search grew 86%.
 
+86% revenue. +67% online transactions.
A strange kind of love for search, and it worked.
James and the team at StudioHawk have been integral to the ongoing growth of organic traffic to our website. 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.
StrangeLove Team
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