SEO case study
How Union Wine Company grew monthly revenue from AI referrals 125%
Union Wine Company is an Oregon winery founded in 2005 by Ryan Harms and the maker of Underwood canned wine. The team carried its site through a platform migration and rebuilt its category and educational content.
Craft wine and canned wine
unionwinecompany.com
+509%
Mentions in AI answers
+125%
AI-referral revenue, monthly
+32%
Keyword visibility after launch
Overview
The business behind the search.
Union is a certified B Corp urban winery. It sells through national retail and directly to consumers, and its Underwood brand puts its wine in cans.
The need
The gap to close.
Union set out to make good Oregon wine easy to approach, and its search presence had to carry that to a broad set of buyers.
- Reach buyers who are put off by traditional wine language.
- Protect search visibility through a platform migration.
- Grow direct-to-consumer sales across its range, including canned wine.
What we did
What changed on the site.
The team handled the technical side of the migration and rebuilt the content that sits on top of it.
- Reviewed redirects, crawl comparisons, canonicals and navigation controls during the platform migration.
- Worked on structured data, performance checks and internal links.
- Rebuilt category explanations and FAQs.
- Developed educational content clusters and improved comparison guides.
- Coordinated messaging, and used forecasts and prioritized category work to build stakeholder support.
The results
What the search data shows.
After launch, keyword visibility rose 32% and top-three rankings 13%. In a monthly comparison, AI-referral traffic grew 20% and AI-referral revenue 125%.
Mentions of the brand in AI answers rose 509%, and a category search the site had not ranked for before reached a prominent position.
How we measured it.
Percentage changes as reported in the program’s records, over different windows. AI-referral figures compare monthly results, keyword visibility and top-three rankings are measured after launch, and the AI-mention figure is undated. Calendar dates were not recorded.
Talk to us
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Talk about your search goals
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