Homebrew Supplies Retail SEO Case Study
From preservation to growth: 2,500+ ranking keywords, 700 first page positions, and 3,700+ clicks in 17 months
When we took over this Brisbane homebrew supplies retailer, the site had existing rankings that needed protecting. Losing search visibility during a website rebuild would mean losing customers. The brief was clear: preserve what’s working, then build from there.
We launched the rebuilt site in September 2024 with careful SEO preservation, maintaining URLs, redirects, and content signals. Then we focused on steady growth. Seventeen months later, the site ranks for over 2,500 keywords with 697 on the first page, generating consistent traffic from homebrewers searching for supplies, equipment, and ingredients across Australia.
Preservation and Steady Growth
Retail SEO requires patience. Unlike service businesses where a single enquiry can mean thousands in revenue, retail sites need consistent traffic over time. Every click represents a potential customer browsing products, comparing prices, and deciding where to buy. The goal isn’t explosive growth, it’s sustainable visibility that drives steady sales.
The site started with 434 keywords in the first month after launch. By December 2025, that had grown to over 1,500 keywords ranking in a single month, with first page positions more than doubling from 191 to 416. Monthly clicks grew from 88 to 355, a 4x increase. Year-over-year, comparing the same period, clicks are up 21% and impressions are up 53%.
Where They Are Now
The numbers tell the story of consistent, compounding growth. In the first month (September 2024), the site had 434 ranking keywords with 191 on the first page, generating 88 clicks from 3,895 impressions. Seventeen months later: 2,500+ ranking keywords with 697 on the first page, generating 845 clicks per 90-day period from 48,200+ impressions. That’s keywords up 487%, first page keywords up 265%, and 90-day clicks more than doubled. Over the full 17 months, the site has generated 3,700+ clicks and 224,800+ impressions from Australian searches.
| Metric | First Month (Sept 2024) | Current (17 Months) | Growth |
|---|---|---|---|
| Ranking keywords | 434 | 2,500+ | +487% |
| First page keywords | 191 | 697 | +265% |
| 90-day clicks | ~265 | 845 | +219% |
| 90-day impressions | ~11,700 | 48,200+ | +312% |
| Average position (across 2,500+ keywords) | 13.4 | 17.4 | |
| Year-over-year click growth (same 90-day period) | 696 clicks → 845 clicks | +21% | |
| Year-over-year impression growth (same 90-day period) | 31,559 → 48,200+ | +53% | |
| 17-month total clicks | — | 3,700+ | |
| 17-month total impressions | — | 224,800+ | |
First Month = September 2024, the first full month after the rebuilt site launched.
Current = the most recent 90-day period as of January 2026.
Clicks = the number of times someone clicked through to the website from Google search results.
Impressions = the number of times the website appeared in someone’s Google search results. An impression counts every time the listing shows up, whether or not someone clicks on it.
Average position = the average Google ranking across ALL tracked keywords. The slight increase reflects expanded keyword coverage (ranking for more terms, including new ones still climbing).
Ranking keywords = the number of different search terms Google shows the website for in search results.
First page keywords = keywords ranking in positions 1-10, meaning they appear on the first page of Google search results where most clicks happen.
Year-over-year growth = comparison of the same 90-day period this year versus last year, showing how performance has improved over 12 months.
All data filtered to Australian searches via Google Search Console. Data current as of January 2026.
The headline is preservation followed by steady, sustainable growth. Keywords grew from 434 to over 2,500, nearly a 6x increase. First page keywords grew from 191 to 697, more than tripling. For a niche retail business in a competitive market, these numbers represent consistent visibility to customers actively searching for homebrew supplies.
What That Means in Practice
For a niche retail business, these numbers translate directly to revenue. Every search for “homebrew supplies Brisbane” or “brewing equipment Australia” is a potential customer. With 697 first page keywords, the site appears in front of homebrewers at every stage of their journey, from beginners searching for starter kits to experienced brewers looking for specialty ingredients.
The preservation strategy paid off. Instead of losing months of traffic during a rebuild, the site maintained its existing visibility while building new authority. That foundation meant growth could compound rather than starting from scratch.
If your retail business needs SEO that delivers consistent traffic and sustainable growth, get in touch. We understand how to build long-term search visibility for e-commerce and retail sites.
Frequently Asked Questions
How We Report These Results
Australian data only. Every number on this page comes from Google Search Console filtered to Australia. Unless specifically stated otherwise, we report on Australian search performance because that’s where our clients’ customers are. Worldwide numbers would inflate the results, and inflated numbers help nobody make good decisions.
Average position means ALL keywords. When we say average position improved from 42 to 27, that’s the average across every single keyword that site ranks for. Hundreds of them. Sometimes thousands. We don’t cherry-pick the best performers and ignore the rest. You’re only as good as your lowest-ranking keyword, and everything moves together. If we’re doing our job properly, Google expands the keywords, the synonyms, and the search terms you appear for as it recognises your site deserves to be there.
This is a process of proving to Google that your website should be the one people see when they search for what you offer. That proof builds over months, not days. It’s why consistency matters more than any single tactic.
Why SEO and Google Ads Work Better Together
We don’t recommend running Google Ads without SEO. The two have a symbiotic relationship that most businesses miss.
Google Ads fills the gaps where your SEO hasn’t reached yet. You’re paying to appear for the searches you haven’t earned organically. But those paid visits do more than generate leads directly. When someone clicks your ad and completes their search on your site, that signals to Google that your site satisfied the searcher. We call this a completed search session, and it’s one of the strongest signals you can send. That signal helps your organic rankings.
So Google Ads doesn’t just fill gaps… it actively helps your SEO by proving to Google that your site deserves to rank for those terms.
As your SEO builds and you start ranking organically for more terms, you can pull back your ad spend on those keywords and redirect it to the terms where you still need coverage. The result: your total cost per lead drops over time while your visibility keeps growing. Running only one is leaving results on the table. Both together compound each other’s effectiveness.
Want to understand how SEO and Google Ads would work together for your business? Talk to us and we’ll map it out for you.