Local SEO Case Study: Rhug Estate (UK)

Background

Rhug Estate, a UK-based organic farm and food producer, aimed to strengthen its online visibility, attract more local customers, and build authority in the organic food niche. With increasing competition in sustainable food markets, the goal was to drive more qualified traffic through organic search while improving visibility for both product-related and informational queries.

Objectives

Increase organic traffic and reduce reliance on paid campaigns.

Improve rankings for high-intent keywords connected to organic food and meat products.

Strengthen local SEO presence to reach more UK-based customers.

Build topical authority around nutrition, organic farming, and sustainable food.

Strategy

Keyword Research and Content Optimization

Conducted keyword research to target both commercial and informational search terms.

Focused on keywords such as “wholesale organic beef distributors,” “Welsh mustard,” “protein in steak vs chicken,” and “nutrition info chicken breast.”

Created content clusters combining journal articles, product descriptions, and educational guides.

Optimized on-page SEO with schema, structured headings, and internal linking to support topical depth.

Local SEO Enhancements

Optimized Google Business Profile with improved categories, images, and services.

Targeted UK-localized search queries with geo-modifiers to strengthen local rankings.

Built links from relevant food blogs, sustainability platforms, and regional business listings to increase domain authority.

Topical Authority Building

Developed content hubs around nutrition and organic food.

Published in-depth articles such as:

“Protein in Chicken vs Beef”

“Cuts of Beef Guide”

“Nutrition Information for Chicken Breast”

Linked blog posts with product pages to connect informational and commercial intent.

Results

Overall Growth (September 2025 vs. August 2025)

Organic keywords: Increased from 2.6K to 2.9K (+10.8%)

Monthly organic traffic: 11.4K visitors

Estimated traffic value: $5.2K

Informational Keyword Improvements

“Chicken drumstick protein” – 19 clicks, 1.6K volume

“Protein in steak vs chicken” – 5 clicks, 90 volume

“Nutrition info chicken breast” – 3 clicks, 2.4K volume

“Cuts of beef guide” – now appearing in Google AI Overview results

Local and Commercial Keyword Rankings

“Wholesale organic beef distributors” – ranking #1

“Welsh mustard” – ranking #13

“Rhug estate drive through” – ranking #1, bringing in branded traffic

Enhanced Visibility

Secured placements in Google AI Overview results, People Also Ask, and rich snippets.

Improved keyword spread across both local searches and broader informational queries.

Conclusion

By combining keyword clustering, content optimization, and local SEO improvements, Rhug Estate achieved measurable growth in visibility and authority. The estate now ranks well for competitive local and informational queries, strengthening its position as a trusted brand in the UK organic food market. This approach not only increased traffic but also improved brand recognition and long-term search sustainability.