Case

The trustworthy expert, now both off- and online

Gall & Gall

Established in 1884, Gall & Gall aims to inspire and advise her customers. They recognized digital potential for growth, to add to their 600 physical stores. How did we help Gall & Gall claim their online position as the top liquor expert in the Netherlands?

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The challenge

Gall & Gall’s mission is to give everyone the opportunity to be an expert. They wanted to pursue this mission online too.

But how do you turn a simple online shop into a lucrative knowledge hub filled to the brim with relevant information? What kind of content is needed? And how do you reach your target audience through online search engines like Google and YouTube?

The challenge

Gall & Gall’s mission is to give everyone the opportunity to be an expert. They wanted to pursue this mission online too.

But how do you turn a simple online shop into a lucrative knowledge hub filled to the brim with relevant information? What kind of content is needed? And how do you reach your target audience through online search engines like Google and YouTube?

Plan of action

 

1) Fix the basics

To improve the findability of Gall & Gall’s content, we had to implement some technical optimizations.

 

2) Set the goals

We discussed the desired end result. What do we want to achieve? And what do we need to achieve it? This resulted in a data driven content optimization and creation planning.

 

3) Content creation & optimization

We created data driven content that matched the personas, mission and vision of Gall & Gall. This content answers relevant user questions around prominent Gall & Gall topics.

The results

Our hybrid collaboration with Gall & Gall brought focus, strategy and execution. Gall & Gall has now become the authority and inspiration around liquor online as well.

Main deliverables were:

  • More than 1,500 optimized content pages.
  • An optimized YouTube channel, which made the videos actually appear high in the SERP.
  • Relevant content for Facebook and Instagram.
  • Digital newsletter complemented by content that performed best on the website.

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