Their primary focus was to drive significant sales growth through their website, ensuring every visitor had a seamless and engaging experience. With peak season on the horizon, they needed to optimise content and technical SEO to keyword rankings to maximise conversion rates and secure their spot as a leading brewery in the digital marketplace.
Boost sales and revenue through the website
To turn increased traffic into tangible growth, Vocation Brewery sought to optimise the entire purchase journey. This involved refining the user experience, streamlining navigation, and deploying strategic marketing initiatives to encourage more visitors to become loyal customers.
Increase conversion rates with content optimisation
Recognising the power of compelling content, the team aimed to enhance product descriptions, imagery, and on-site messaging. The goal was to create persuasive, relevant content that resonates with their target audience.
Resolve technical SEO issues and improve keyword rankings
Technical challenges such as crawler errors and suboptimal SEO configurations were hindering Vocation Brewery’s organic growth. By addressing these issues, the objective was to improve website health, boost search engine visibility, and secure top rankings.
To support Vocation Brewery’s ambitious growth goals ahead of peak season, B2 Agency delivered a comprehensive SEO strategy focused on boosting visibility, driving qualified traffic, and increasing conversions.
We started with in-depth keyword research to identify high-intent terms for core product and category pages. These insights informed targeted on-page optimisations, including updating PLPs and PDPs with keyword-rich content, improving meta descriptions to boost click-through rates, and enhancing product and category descriptions to better engage visitors and lift conversion rates.
Alongside this, we conducted a full content audit to identify underperforming blog articles and restructured internal linking to direct authority from content to high-priority pages. A content gap analysis uncovered opportunities to create new PLPs targeting emerging search demand, extending Vocation’s organic reach across valuable new terms.
Finally, we tackled technical SEO fixes, including resolving broken backlinks to improve domain authority and site health. Combined, these efforts laid the foundation for sustainable organic growth and improved on-site performance during Vocation's most crucial trading period.
Key activities included:
There was a steady year-over-year uplift across key acquisition metrics, including a 7.8% rise in sessions and a 6.1% increase in new users. Non-branded visibility also improved significantly, with over 774,000 impressions (up 104.8% YoY), although the average non-branded ranking position declined by 35% to 22.7.
180% increase in traffic towards the website in 3 months, thanks to their tailored roadmap
Luke McGovern
E-commerce Account Controller at Vocation Brewery
Posh Totty
Setting the new gold standard in jewellery ecommerce
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