Dairy-Free Down Under

A Digital Strategy for Consumers and Stockists

Industry

eCommerce

Service

Campaign Timeframe

3 Month SEO Campaign

About

Dairy-Free Down Under is a family-owned Australian business providing quality dairy-free alternatives to households across the country.

With products available in major supermarkets and through food service channels, the brand has a strong retail presence. Their range caters to diverse dietary needs, but their website needed to better connect with both their end consumers and potential new stockists.

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Increase in Average Keyword Positions

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Increase in Organic Sessions

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Increase in Organic Click-Through Rate

The Challenge

Despite its success in retail stores, Dairy-Free Down Under’s website was not performing. The site struggled to serve two distinct audiences: consumers looking for product information and recipes, and B2B clients looking for stockist details. Technical issues were a key problem. Poor internal linking meant individual product pages lacked authority, while unoptimised page titles and thin content meant they were invisible in relevant search results. This gap was limiting their ability to connect with both audiences online.

Align digital presence with current retail success.

Reach both consumers and B2B stockists online.

Resolve technical issues limiting online search visibility.

Review

For Dairy-Free Down Under, we made sure their online presence was as strong as their supermarket sales, helping them connect with more stockists and customers directly.

Annabelle Head of SEO

The Strategy

Improving User Journey:

The campaign began by restructuring the homepage to create clear navigation paths for both consumers and stockists. We rewrote the SEO titles and meta descriptions for every page to align with targeted keywords and make them more compelling in search results.

Structured Data:

A key technical step was implementing schema markup for all recipes. This helps Google understand the content and display it in the eye-catching recipe formats that drive high-value traffic.

Content Optimisation:

We expanded the content on product and recipe category pages, adding more substance to improve their usefulness for visitors and their performance in search. Finally, we secured backlinks from relevant food and lifestyle websites to build the site’s authority.

A Recipe for Online Growth

The goal was to create an online presence that matched the brand’s real-world retail success. The strategy focused on technical improvements and deeper content to create a website that worked as a valuable tool for both home cooks and commercial partners.

Improved site navigation and internal linking structure.

Implemented recipe schema for rich search results.

Enriched product and recipe pages with content.

The Results

In just three months, the website was transformed from an underperforming asset into a valuable tool that supports the company’s business goals. The technical and content improvements have created a strong foundation for sustained organic growth.

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Increase in Keyword Positions

Increase In Keyword Position

Higher rankings across the board mean more visibility when potential customers and stockists search for dairy-free products and solutions.

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Increase in CTR

The optimised page titles and descriptions proved more effective. More people chose to click on Dairy-Free Down Under’s listings in search results, showing the messaging was resonating.

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Increase in Organic Sessions

More people began finding the website through organic search. This growth represents genuine interest from potential customers discovering their products and recipes.