142%
Increase in Referring Domains
11.6x
New Keywords Ranked
#5
Rank for “best organic wines 2023”
Más Allá Wines is a small low-intervention, natural wine business in southern California. The company started back in 2020 and after a few years of working off of Facebook and Instagram to promote their brand, as well as setting up dinners on vineyards that had their wines, they were ready to take the next step and leverage their website and SEO to garner more organic traffic.
ABOUT THE CLIENT
Más Allá Wines is a small low-intervention, natural wine business in southern California. It began as “its story as a platform to lift up organic and biodynamic vineyards and partner with and highlight some talented wine-making friends” and now serves their wines in restaurants like Vino Carta, The Fishery, Rosette, and more!
Based in
San Diego, CA
Wine and Distilled Alcoholic Beverage Wholesalers
SEO Strategy
Digital PR
This site had no prior experience with SEO, so there was no content strategy in place and there was very little domain authority. There was no keyword research done before designing the site, nor a complete understanding of our buyer persona.
Being an e-commerce store brought some hurdles for local SEO, especially since it was still a business that offered wine bottles for local restaurants but it prevented us from really crafting a GBP with ease.
Initial SEO Audit
I started off by asking some questions about the client’s goals and how they could stand out in terms of value proposition. Once I had that in mind, I then did keyword research that targeted content around California wines, natural wines, education, and even literature
Content Strategy
Once the keyword research was all set up, we used Rank Math and Surfer SEO to properly analyze our competition for these keywords and craft unique content that would be useful to the readers and that Google would deem relevant to feed to users.
Landing Page Redesign
I also placed the value proposition above the fold and made the pitch for client based on the customer research on why the company offer value to the wine drinking community. In addition, I also expounded further on the value of these low intervention wines before placing a lead capture box below to help with lead generation, before placing the blog section below.
Digital PR & Citation Link Building
I reached out to local journalists both from where she used to teach at and also where she currently lived to promote her cause (that she carries through her business of environmentally-friendly winemaking). In addition, we also leverage citations and directories for food & drink to get her brand in front of more eyeballs.
Digital PR - I reached out to local journalists like this one in Claremont since that's where my client used to work at in her teaching days. This allowed her site to get referral traffic as well and allowed us to get a solid backlink from a local news outlet with 50 DA
Landing Page Redesign - I worked on the the home page, especially placing an emphasis above the fold for first time viewers. Here, we get a easy glimpse of what differentiates the wine company from its competitors, as well as some social proof to top it all off.
Copywriting - For the below the fold section, I used the P-A-S (Problem-Agitate-Solution) copywriting framework using the client's ICP to really speak to the potential customers for this wine.
Even in the future, we see the SEO effects compounding from the baseline we had in October. I let go of the project around March so this is the timeline of my work and the effects that it had on the organic traffic of the site.
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