We had recently opened a new gin bar in Northampton and wanted to explore ways in which we could drive more people through the door. We invited Ben up to Northampton to discuss how we could do this through Google. We identified that ranking in the map pack for “gin bar northampton” would largely increase the opportunity for gin lovers to visit the bar and give the bar greater exposure. Ben SEO’d our website and we quickly saw an increase in web visitors and more people through the door.
It’s no surprise that when we got the call from Max presenting the opportunity to work with a Gin bar, we jumped on the first train to Northampton. Gin and Temple are a gin bar based in the heart of Northampton. Scientists at heart, the team is driven by 3 young professional who, unsurprisingly, share a real passion for gin.
Their goal was to drive more footfall into store, as well as generate more exposure through organic search. We were also tasked to set up both tracking and reporting, allowing any future campaigns to be accurately tracked and attributed. It would also allow us to track and determine the success of our actions.
We agreed that the priority was ranking gin and temple in the map pack for the keyword “gin bar northampton”, which had a relatively modest search volume of high intent searches a month. We also wanted to ensure that the home page was ranking in the organic search listings below this.
We first conducted the necessary keyword research before reviewing the on-page and technical health of the site. We then added keyword rich text to the home page and optimised the logo alt text. When we first took on the project, Gin and Temple had notably zero backlinks pointing to the website. This meant that we had to build out a range of local links, working with locally based content writers within Northampton. This helped to give the domain some authority and relevance with Google. We also built out a range of high authority directory and citation listings which played the dominant role in ranking in the map pack.
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