Northeast Barrel Company
Monthly Website Optimization
Shopify
Northeast Barrel Company is a specialty provider of used and new barrels for aging spirits, homebrewing, and décor. After transitioning from WooCommerce to Shopify in late 2024, they faced a massive drop in organic traffic due to structural SEO issues — but they didn’t need a full redesign. They needed a strategic SEO partner.
northeastbarrelcompany.com
SEO & Visibility Recovery
The Challenge
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A complete loss of past SEO equity
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Auto-generated meta content from weak descriptions
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A broken breadcrumb path
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Limited user exploration on product pages
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Drafting sold-out products — and losing all SEO value with them
Project Optimization
The Process
We began with a comprehensive SEO audit to identify the core issues stemming from the site migration. It was immediately clear that many previously indexed URLs had vanished without redirects, causing search engines to lose trust in the domain. We prioritized a cleanup of broken links and breadcrumb paths, implemented 404 redirects for key product and collection pages, and made technical improvements to the Shopify theme, including fixing a code issue that was injecting the store name into every page title — often causing important metadata to be cut off in search results.
With the technical foundation stabilized, we shifted to content optimization. Every page, product, and collection received fresh, intentional meta titles and descriptions that better reflected the brand’s tone and improved search visibility. We reworked existing blog posts that had been written for SEO but lacked substance, reducing keyword cannibalization and creating a more natural, valuable experience for readers. We also restructured overly broad product collections into more concise, crawlable groupings, improving both Google’s indexing and the site’s user experience.
From a conversion perspective, we installed Hotjar to track user behavior and identify friction points. Based on those insights, we added strategic features like a “You Might Also Like…” module on product pages to increase cross-sells and browsing time. Perhaps most critically, we changed the company’s approach to sold-out products — shifting from drafting them (which erased their SEO value) to maintaining them in a live, optimized state. This alone preserved high-performing URLs and contributed to the site’s growing trust signals over time.
As part of our ongoing monthly retainer, we layered in competitive keyword research, tracked ranking gaps, and continued refining the content strategy. Through small, consistent updates over nine months, we were able to transform a traffic drop into a high-authority recovery — without a full website rebuild.
Year One (2025)
From Visibility Crisis to Authority Growth
1 Million Impressions
We grew their search visibility from 33.8K to 199.9K impressions in just 9 months — a 491% increase that proves the power of consistent SEO.
7,146 Ranking Keywords
Northeast Barrel Company expanded from 1,532 to 7,146 keywords, showing up for more long-tail and high-intent queries across their niche.
Top 10 Rankings
The average position improved from 24.49 to 11.06, bringing thousands of pages into the clickable first page of Google.
Clicks Doubled
Monthly organic clicks jumped from 785 to 1,531, and over 11,000 cumulative clicks were earned — all without paid ads.
3X More Active Users
We increased active users from 1,071 to 3,015+ per month, with strong engagement rates and session times throughout the campaign.
Boosted Brand Authority
With optimized structure and clearer content, they began earning citations in AI search results — an emerging sign of credibility and trust.
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