The brewery’s website wasn’t working for its biggest opportunity: attracting travelers. Instead of showing up for people planning their Maine trips, the site ranked mostly for beer factoids—interesting, but irrelevant to visitor intent. The brand needed to pivot its online presence from “information about beer” to “why you should visit here.”
Our SEO & Content Strategy for the Brewery
1. Restructured the site
Overhauled the navigation and page architecture to center the brewery’s brand and make “visiting” the clear pathway.
2. Focused the content strategy
Partnered with the client to create Maine-centric content—things to do, reasons to visit, and regional context that connected naturally to the brewery experience.
3. Tracked performance with precision
Used GA4, SEMrush, and Looker Studio dashboards to benchmark visibility and show how new audiences were finding the site.
Measurable SEO Impact: Year-over-Year Growth
- Search footprint for both branded and non-branded targets increased 300%–3100% year-over-year.
- Visibility gains held steady and continued through the following year.
- The site now connects directly with the behaviors of people planning trips to Maine, bringing the brand into the right conversations at the right time.
The Power of Aligning SEO with User Intent
Travellers don’t search for brewing techniques; they search for what to do on their trip. By expanding beyond industry-specific keywords and into adjacent topics—like Maine tourism—the brewery aligned with user intent. This shift transformed SEO from “beer trivia” to “plan your visit,” which is where real-world traffic begins.
The Bigger SEO Insight: Using Adjacent Topics to Grow Brand Visibility
A strong keyword strategy doesn’t have to stay inside your industry silo. Building content around adjacent topics and complementary searches—like tourism for a brewery—helps brands tap into the intent that actually drives visits, conversions, and growth. This approach turns SEO into a broader brand strategy, not just a rankings exercise.
