How Kross increased its click-throughs by 60% with SEO strategies

Kross, a Chilean craft brewery known for its high quality and diversity of styles, has won nearly 150 medals in world-renowned brewing championships. With a robust ecommerce, a taproom in Curacaví and six Kross Bars, the brand was looking to enhance its online presence to reach a wider audience. In June 2022, Kross partnered with Known Online to optimize its SEO and make a significant impact on its digital visibility and sales. In this post we tell you about the SEO strategies implemented.

Initial challenges and objectives

Prior to our collaboration, Kross faced the challenge of increasing their organic traffic and improving their rankings in search results. Their goals included:

• Increase in organic traffic: Attract more visitors through natural searches.
• Improved keyword rankings: Rank better in searches related to craft beers and other relevant terms.
• Increase conversions: Convert visitors into buyers through SEO strategies and optimized content.
• Local content optimization: Ensure that local audiences can easily find Kross products and events.
• Increased online sales: Enhance ecommerce to increase sales.
• Improve domain authority: Increase website credibility through backlink strategies and quality content.
• Bounce rate reduction: Keep users interested in the website for a longer period of time.
• Increased brand visibility: Strengthen the brand’s presence in the Chilean market.
• Quality content generation: Create relevant and engaging content that resonates with beer lovers.

SEO strategies implemented by Known Online

To achieve these objectives, several SEO strategies were implemented:

1. Research of strategic topics for the brand: Identification of key topics to attract the right audience.
2. Writing blog posts blogWe write more than 100 articles covering a wide variety of topics, such as brewing events(IPA Day, International Beer Day, Independence Day), pairings, new beer launches , curiosities, news such as medals won, and valuable information about the different varieties of craft beers and their brewing processes. These notes not only improve Kross’s positioning in search engines, but also provide users with enriching and educational content, increasing the permanence in the site and reducing the bounce rate.
3. Backlink cleaning: Removal of toxic links that could negatively affect the site’s reputation.
4. Keyword Research: Keyword research to identify positioning opportunities.
5. Competitive analysis: Assessment of the competitive landscape to identify gaps and opportunities.
6. SEO Audit: Complete review of the website to detect and correct technical and content problems.
7. Content optimization and technical SEO: Improvements in titles, meta descriptions, headings, images, and correction of technical errors (4xx and 5xx).
8. Support in the creation of new event Landings: Creation of specific pages for events such as Cyber Monday, optimized to capture relevant traffic.
9. Reporting and follow-up: Monthly, quarterly and annual reports, along with strategic meetings to adjust tactics according to results.

Results obtained with SEO strategies

The results of these actions were remarkable. Comparing May 2023 performance to June 2024, achievements include:

• Monthly clicks: Increase of 60.17%.
• Monthly impressions: 55.12% increase.
• Average CTR: Improvement of 2.86%.
• Average position: 15.79% improvement.

This increase in key metrics demonstrates the success of the SEO strategy implemented, with a notable improvement in the visibility and performance of Kross ecommerce.

Customer testimonial

Gonzalo Zigaran Costa, Manager Ecommerce and Digital Business at Kross Brewery, shared his experience working with Known Online:

“SEO is fundamental for the positioning of the site, so the improvement in the processes that we can have and that allow us to show a better quality of associated notes is an achievement because SEO itself is a process that has a structure from a very hard data look to the most flexible part, which is the editorial part. So I like that it gives us a dynamic to understand what is happening to the brand today. SEO is a great collaborator with the company’s branding at an organic level and site positioning. It gives us a good indicator to understand which are the premises that we have to communicate according to the interests of the clients themselves; it already gives us an advantage because we have information. The great achievement of what we have been doing is that we are increasingly improving our processes in terms of doing what people ask us to do because they want to know more. It is very collaborative because it gives us information about what people want to know and based on that we try to make an organic positioning that collaborates with their needs. If we are able to improve processes based on a diagnosis based on the site, it ends up being an absolute win for the channel and not only feeds branding but also ends up being a last click and performs well in terms of sales. Having improved SEO processes ends up being an improvement in the quality of management of the ecommerce channel.”

“In terms of the team’s work with Known Online, what I like most about Known Online is the ability to have a 360 look at the business. Known Online is an agency that is an expert in ecommerce but at the same time understands the needs of the brand today. They know how to put themselves in the current context of the brand. Today Kross is in a repositioning, for example, today it is in Kross brewery and we also try to make our strategies, which although they are of performance linked to ecommerce, try to have a contribution to the company’s branding. Today we invest in performance, but ecommerce is not only a performance and sales engine, it also contributes to the presentation of the brand to different audiences. Not only from a performance point of view, although we have a strategy where the focus of ecommerce is promotional, we also have a role in building the brand on our site. The great differential that Known Online has is the ability to have a multi-audience approach, trying to work with a focus on SEM, SEO, Automation, etc. Automationfrom an evolutionary evolutionaryA look at events and, based on that, to have a follow-up of the sale that helps us to build the business”.

The collaboration between Kross and Known Online is a clear example of how a well-executed SEO strategy can transform a brand’s digital presence, driving both traffic and online sales.

If you are looking to boost your brand and increase your sales through SEO, contact us today and find out how we can help you achieve your goals!