Ecommerce SEO Case Study

Oktober Can Seamers

“Can” you believe it? 35% more users in three months, and 2,000+ organic leads, for a very niche piece of equipment.

Oktober Can Seamers
+35.25%
Total site user increase, August to November 2023

Measured in GA4 and Google Search Console, 2023. Organic search only unless noted.

377K
Search impressions, September through November '23
+30%
Increase in organic users vs. the previous period (Aug.–Nov. '23)
2,000+
Organic leads generated, April through November '23
The Client

A niche product with three very different buyers

Oktober Can Seamers makes drink canning equipment for homebrewers, local breweries, and large restaurants. The product boomed during the pandemic, when everyone needed to get drinks out the door in a can.

They wanted to keep that momentum as life went back to normal. That meant ranking for the specific terms that sell specific seamer models, and getting in front of each industry that cans drinks, not just one.

✓ We delivered.

What they do Drink canning equipment
Target audience Homebrewers, breweries, restaurants
Primary goals Model-specific rankings, new industries
Channels measured here Organic only
What we handle for them
Content Creation & Optimization Keyword Research Technical SEO fixes Link-Building Campaign CRO Campaigns Website Support
Problem & Fix

Gained momentum, and the risk of losing it

Demand had found them once. Holding onto it meant showing up for exactly the searches each buyer types, from a homebrewer to a restaurant group, and turning that traffic into orders.

Before — the problem

  • ✕ A very niche product. Few people search for can seamers, so every one of those searches has to count.
  • ✕Momentum at risk. Pandemic demand was fading as society transitioned back to normal.
  • ✕ Model-level visibility missing. Specific seamer models were not ranking for the terms that sell them.
  • ✕One audience, not three. Homebrewers, breweries and restaurants search differently. The site spoke to one.

After — the fix

  • ✓ Keyword research first. The exact terms worth targeting to earn the visibility they wanted.
  • ✓20+ pieces of content. New and updated pages written for each industry that cans drinks.
  • ✓Conversion rate optimization. CRO campaigns so traffic turns into leads. 2,000+ of them, April through November.
  • ✓Links and technical fixes. A link-building campaign and technical SEO fixes, with ongoing website support.
Our Strategy

Research, write, convert, reinforce

One year of work. Find the searches, write for each audience, then make the page sell.

Step 1

Research the searches

Keyword research to identify which terms should be targeted for each seamer model and each industry.

Keyword researchModel-level targeting
Step 2

Write for every buyer

Over 20 pieces of content added or edited, speaking to homebrewers, breweries and restaurants in their own terms.

Content creationCompetitor analysis
Step 3

Make the page sell

Conversion rate optimization campaigns so new visitors become leads and orders, not bounces.

CRO campaignsWebsite support
Step 4

Reinforce and grow

Link-building and technical SEO fixes. After year one, organic visibility is up significantly and set to keep climbing.

Link-buildingTechnical fixes

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Frequently Asked Questions

What this took, in plain terms

What was Oktober trying to accomplish?

Keep the momentum going.

They wanted rankings for the specific terms that sell specific can seamer models, and exposure across every industry that cans drinks: homebrewers, local breweries, and large restaurants.

What did you actually do?

Research first, then build:

  • •Keyword research to identify the terms worth targeting
  • •Over 20 pieces of content added or edited against that list
  • •Conversion rate optimization, a link-building campaign, technical SEO fixes, and website support
What were the results?

35% more users in three months.

Total site users grew 35.25% from August to November 2023, organic users were up 30% over the previous period, the site earned 377K impressions from September through November, and more than 2,000 organic leads came in from April through November. Measured in GA4 and Search Console.

Does this work for other niche products?

The approach does. The numbers vary.

Your market and starting point change the math. What transfers: research exactly how each audience describes your product, write content for each of them, fix the technical issues, and optimize the page for the purchase.

Want numbers like these for your company?

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What the Audit Looks Like
  1. 1
    A 30-minute call
    We look at your site together. No pitch deck.
  2. 2
    Your opportunity map
    The searches you should own in your service area, and who owns them now.
  3. 3
    A plan with numbers in it
    What we would do first, what it costs, and what to expect by busy season.

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Typical investment
$2,500–$5,000 per month
How scope is set
Built around your goals, not a package tier
How often we revisit
Every 90 days, with reporting you can read
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