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Justerinis & Brooks

Justerini & Brooks is a fine wine and spirit merchant founded in 1749. They belong to the large drinks company Diageo.  They stock a wide range of fine wines, champagnes and whiskies of different origins.

24%

Increase in

Organic Traffic

145%

Increase in

PPC Conversions

Justerini & Brooks is a fine wine and spirit merchant founded in 1749. They belong to the large drinks company Diageo. They stock a wide range of fine wines, champagnes and whiskies of different origins. They also provide a wine brokerage where collectors can buy and sell rare and exclusive wines.

Services Performed

  • SEO
  • PPC

Challenge

The challenge was to improve total conversion performance for Justerini & Brooks using both paid and organic channels. The client had a pre-existing PPC campaign and relatively stable organic traffic – but, with large keyword opportunity gaps.

Assertive was to help Justerini’s with on site and off site SEO whilst rebuilding and re-structuring the PPC campaign. The client wanted to significantly increase digital sale transactions through the website.

Key challenges included:

  • Rebuild their PPC campaign and to significantly increase TROAS to more than 8:1
  • Mitigate some organic decline for key wines & drinks
  • Resolve organic issues with cannibalisation

The Goals with Justerinis
& Brooks

  • Increase organic conversion performance
  • Increase rankings for key conversion driven terms based on PPC data
  • Increase content quality to better meet Google E-A-T
  • Increase domain authority to help support organic progression
  • Increase PPC conversions by more than 100% and reduce CPA by more than 50%
  • Yield finding data from customer abandonment to strengthen conversion funnel

The Strategy

The Strategy for Justerini & Brooks was to first address significant PPC underperformance by rebuilding the campaign. By focusing on this area first, we could make the account more profitable initially, helping to buy time organically.

The PPC campaign was optimised whilst the SEO strategy was about addressing keyword coverage, analysing cannibalisation and looking at the best way of improving organic performance. An initial set of SEO audits identified key issues with the website – during this time the PPC campaign and tracking review were in full swing.

Using existing PPC data we were able to segment out some conversion opportunities for the client – this was factored into the SEO strategy. We took large swathes of broad match keyword data, segmented out conversions and looked for quick wins from search console data to ascertain where low hanging fruit existed.

The PPC campaign after launch did very well, significantly increasing TROAS and AOV. As the PPC campaign ran, we provided ongoing recommendations for implementation. During this time we produced extended category descriptions as well as content for link acquisition.

The Four-Step Process to SEO Consulting

Our SEO team doesn’t believe in red tape, which is why we try to streamline our onboarding process, so you can skip the boring stuff and get straight to optimisation strategies that will grow your business.

Free Consultation

Booking a free consultation with our team couldn’t be easier, and it’s an excellent opportunity for us to learn about you – and vice versa. We’ll discuss the issues you’re facing and talk about how we can help you.

SEO Auditing

Perhaps the most essential step in our process – SEO auditing is about taking an in-depth look at the health of your website and how customers relate to your business. We’ll look at your previous campaigns, keyword density of your website.

Strategy/Implementation

Once we know what your SEO strategy lacks, our experts will develop a plan to improve your organic presence and encourage more conversions. Implementing these improvements takes time, and while we offer a recommendations.

Report/Review

Once your SEO campaign is active, your dedicated SEO consultant and an account manager will provide regular updates in the form of monthly reports. These reports will show you how successful the strategy is and measure several KPI’s, which we’ll set with you before the work begins.

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Daniel Carter Founder/Senior SEO