Keyword Research, SEO Audit, and Migration Prep
With a 150-year history, Brown-Forman is a global leader in fine-quality alcoholic beverages. Their diverse portfolio includes renowned brands like Jack Daniel’s, Diplomático, and Fords Gin, spanning the whisk(e)y, rum, wine, liqueur, ready-to-drink, and gin markets.
Challenge
Brown-Forman tasked TMI with conducting comprehensive keyword research, an SEO audit, metadata creation, and a content gap analysis for the US Jack Daniels website. The goal was to understand user behavior, enhance SERP visibility, and address technical SEO issues, all in preparation for a website migration. This was crucial for avoiding past mistakes and ensuring a smooth transition.
Mobile Performance:
Inconsistent response times and rendering issues with clickable elements led to poor mobile optimization, impacting mobile-first indexing and organic rankings.
Dutch Redirects:
A significant number of Dutch users were redirected to en-us or en-uk sites due to CMS and server settings, instead of a dedicated Dutch site.
Age Gate Issues:
The age verification page was improperly coded as a fixed element, potentially hindering keyword ranking and organic traffic growth.
Canonicalization and URL Patterns:
Pages were accessible through both upper and lowercase, and with/without trailing slashes, leading to potential content duplication issues, violating Google’s best practices.
Content Highlights
Action Taken
TMI provided a comprehensive report, including a website migration guide, to assist the client in improving the site for a smoother migration.
Results
Following the successful completion of the initial project, Jack Daniels began migrating their website. Impressed by the quality of TMI’s work, Brown-Forman returned in May 2024, requesting additional services, including local search optimization for their distilleries in Scotland and Ireland. The work included content calendars, GMB optimization, and schema markup.
"This is light years ahead of what our team has been able to do.”"
