Case study · Gourmet food & wellness · eCommerce
From invisible-and-unmeasured to a measured, content-led D2C engine — with the demand mapped before spending a dollar.
AustraliaSEO, content & digital marketingLive · ongoing
The situation
Hubert Gourmet had a loyal wholesale base but a barely-there direct-to-consumer presence — and no way to see it. Google Search Console showed the brand was already picking up impressions for generic product terms (people searching for the products, not the brand), but almost none of that demand was being captured. Analytics weren't installed, so there was no attribution at all. Great products, real search demand, and a marketing operation flying completely blind.
What was at stake
When you can't measure, you can't grow deliberately — you can only spend and hope. And when 86% of the people searching are looking for the product type rather than your brand name, every day without content ranking for those terms is demand handed to resellers and competitors. The margin on direct-to-consumer sales is roughly double the wholesale margin, so every D2C order missed is worth twice what it looks like.
What we did
Search Console access, a proper GA4 + Tag Manager build with e-commerce tracking, and Microsoft Clarity for session insight. We captured a clean search baseline — clicks, impressions, positions — before touching anything, so every gain from here is provable.
We clustered a thousand real search queries and found the shape of the market: 86% generic product demand, 14% brand. That reframed the whole strategy around owning the generic SERP. We published six cornerstone content pieces (6,700+ words) targeting the highest-value clusters — including the wellness range and hero products.
We activated the Google Business Profile (brand-search clicks jumped 94% in a month) and launched a branded YouTube channel with a seven-video content plan, linked back into the site — building owned reach that compounds rather than rented ad clicks.
The wellness/CBD range sits under strict advertising rules. We remediated the copy across the catalogue so the products can be marketed and fed into shopping channels legally — turning a compliance risk into a channel that can actually run.
The proof
| Metric | Before | After | Change |
|---|---|---|---|
| Brand-search clicks (28-day) | 17 | 33 | +94% |
| Wellness-range impressions (28-day) | 820 | 1,050 | +28% |
| Analytics & attribution | none | full stack live | |
| Cornerstone content | 0 | 6 pieces / 6,700+ words | |
| Owned reach channels | dormant | GBP active + YouTube live |
Interim figures — the programme launched alongside the store rebuild. All figures from Search Console / GA4 against a captured pre-launch baseline.
The result
In weeks, Hubert Gourmet went from a store that couldn't be measured to a marketing engine that reports on itself — with the market mapped, content ranking, new reach channels live, and the compliance blockers cleared. The first reactivation campaign converted to real direct-to-consumer orders. The compounding channels (organic + owned media) are now doing the heavy lifting, exactly as planned.
What this means for you
Most small brands market blind: no measurement, no idea which 10% of demand is brand versus the 90% that's up for grabs. We build the measurement, map the demand, and go own it with content and owned channels — so growth compounds instead of renting attention. One partner for the store and the marketing on top of it.
Book a call. We'll pull your search data, map where the demand actually is, and show you what you're leaving on the table.