Increase in organic users to the website
Ecommerce conversion rate increase
Increase in the number of transactions from organic visitors
Milk Bar had built a bold and recognizable dessert brand, but its organic search performance was not fully supporting its growing e-commerce operation.
The company needed to improve visibility for valuable non-branded searches, strengthen its product and delivery pages, and respond quickly to the sudden shift toward online ordering.
At the same time, every SEO recommendation had to preserve the company’s established brand voice and unique identity.
Milk Bar is a dessert company known for creating playful products inspired by familiar American flavors.
Founded in New York, the company expanded from its original bakery into a recognizable consumer brand with locations across North America and nationwide delivery through its website.
The strength of the Milk Bar name created significant branded demand, but multiple pages could compete for the same branded phrases.
To create sustainable organic growth, the strategy needed to reach customers searching for broader, high-value terms related to cakes, desserts, gifts, and delivery.
Sure Oak conducted an SEO Game Plan to identify the pages and search opportunities with the strongest potential to generate revenue.
The strategy focused on optimizing existing product and category pages, creating content for valuable seasonal searches, and improving visibility for phrases that included the word “delivery.”
This allowed Milk Bar to connect its products with customers who were actively looking to order desserts online.
Milk Bar’s engagement with Sure Oak coincided with the coronavirus pandemic, which was a devastating blow to the economy, particularly the service industry. And while you could say it was unfortunate timing, it also offered a unique opportunity to focus on improving Milk Bar’s overall organic search visibility, especially with Ecommerce SEO services bolstering its eCommerce capabilities. This strategy ultimately paid off, as revenue sitewide from organic visitors more than doubled in just two months. The additional demand from people who wanted sweet treats delivered to their homes, combined with a thoughtful and timely SEO strategy, ensured everyone at home was still able to scratch their Milk Bar itch.
Milk Bar isn’t just any bakery; Christina Tosi discovered something truly special when she started creating unique desserts with familiar flavors. The Milk Bar brand is representative of that discovery; it’s confident, bold, and fearless. And while Sure Oak’s job was to improve organic search rankings, maintaining the highly recognizable brand that Milk Bar had already spent years establishing was also important. Making sure the website was properly optimized without interfering with the branding isn’t something every SEO company could do. Many agencies would push for changes regardless of how it would impact the company’s brand. But the Sure Oak team worked closely with Milk Bar to ensure the strategies that were implemented aligned with its brand. And it worked.
Having strong brand recognition is positive, overall. But it also presents a challenge from an SEO perspective. It’s easy for any company to rank for its name; ranking for general products and service offerings is not. This is particularly true for companies that already have a lot of brand recognition, as a lot of their traffic often comes from branded terms. But ranking for branded terms isn’t going to generate new customers; it’s only helpful for people who already know the company exists. Not only that, but multiple pages on a site may be competing for the same branded terms. These are big issues, but both can be avoided by implementing a strategy that deemphasizes branded terms and refocuses the highest value product and service pages on non-branded terms.
Sure Oak completed an SEO Game Plan to determine which existing pages and new content opportunities offered the greatest potential for organic visibility and revenue growth.
The findings created a clear roadmap for immediate optimization and longer-term expansion.
Sure Oak collaborated with Milk Bar’s marketing team to update content across 15 existing pages in two months.
These pages were selected because they already supported valuable products, categories, and customer search behavior.
Several existing pages were retargeted around high-intent phrases containing the word “delivery.”
This helped Milk Bar become more visible to customers specifically searching for desserts and gifts that could be delivered to their homes.
The strategy also included opportunities connected to important holidays and seasonal events, including Mother’s Day.
This helped the brand reach customers during periods when demand for delivered gifts and desserts was especially high.
The pages selected through the SEO Game Plan achieved significant improvements after their content and keyword targeting were updated.
By prioritizing commercially valuable pages instead of distributing resources across the entire website, Milk Bar was able to generate measurable revenue growth within two months.
Organic Traffic
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The campaign expanded Milk Bar’s reach beyond branded searches and helped the company appear for broader, high-intent queries.
The SEO Game Plan created a repeatable framework for future product, category, delivery, and seasonal content.
SEO, AEO/GEO, Link Building, & Content Marketing
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