50% growth for
New World’s wine category
New World already had strong educational content and real authority in wine through its annual Wine Awards. As more customers moved into online shopping, the opportunity was to make that content work harder in the buying journey.
The job was to reshape useful wine content into shopping-focused guides that helped customers compare products, make better choices and find the right wine online.
Turn wine content into shopping support
I was tasked with developing and implementing a content plan for New World’s wine category.
The objective was to increase visibility for the category across Google Organic Search and Organic Google Shopping, while making the content more useful for customers actively comparing and choosing wine online.
Reworked wine content around shopping intent
New World had a range of wine guides originally created to educate customers and support the annual New World Wine Awards campaign.
I redeveloped that content into more action-focused shopping guides, built around how people search, compare and choose wine when they are closer to buying.
Shopping guide content
Existing wine guides were reshaped into practical buying content that helped shoppers compare different wine types and make more confident choices.
Search intent alignment
The content was refocused around the questions, comparisons and product decisions people make when shopping for wine online.
Category authority
New World’s existing wine authority was connected more directly to product discovery, category visibility and online shopping behaviour.
More wine shoppers reached the category through search
By shifting the content from general wine education into more useful shopping guidance, the wine category became better aligned with what customers were searching for.
As a result, New World’s wine category saw a 50% year-on-year increase in visits from Organic Search and Organic Google Shopping.
Year-on-year increase in visits from Organic Search and Organic Google Shopping.
Existing wine guides were reshaped into practical shopping content that helped customers compare, choose and buy.
“Laurie has worked as an SEO consultant at New World for the last 7 years. He has been a trusted partner, working directly with myself and the marketing team, our internal and external development teams, and our eCommerce and Product teams.
He has helped us navigate multiple website migrations, systems upgrades and SEO campaigns, protecting our Organic Search performance, maximising opportunities and advocating the importance of SEO throughout the business.
I would highly recommend Laurie’s services to anybody seeking an extremely experienced SEO specialist to support a large brand and eCommerce enterprise business.”
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