Grazing Moments was Melbourne’s first grazing box store, pioneering the concept of a physical space dedicated entirely to beautifully curated boxes and platters. After proving their success offline, they set their sights on growing their online presence. However, while the brand was well-loved locally, its website was holding it back.
Built on a hospitality-focused platform rather than a typical CMS, many of the foundational SEO elements were either missing or difficult to implement. As a result, the site was virtually invisible in search results, making it hard for potential customers to discover it online.
Our challenge was clear: improve their visibility, attract more customers, and drive more online sales all while working within the limitations of a platform that wasn’t built with SEO in mind.
1st
Position for keyword 'grazing boxes melbourne'
20%
Increase in traffic from organic search
40.1%
Increase in revenue from organic traffic
What we did
Understanding the competition
To carve out a stronger presence in a crowded market, we started by analysing the competitive landscape. This helped us identify key opportunities, such as underutilised keywords, content angles, and product positioning, that we could use to differentiate our client and capture more search share.
Improving the home page
Next, we turned our attention to the home page as it wasn’t doing enough heavy lifting for SEO or conversions. We refined the copy to include high-intent search terms without compromising the visual appeal. We also restructured key sections to guide users more clearly toward popular products and seasonal offerings, striking a better balance between design, content, and performance.
Content for categories
Product categories are where purchase intent is highest, so we gave them the attention they deserve. We introduced targeted, user-friendly category descriptions that helped both customers and search engines understand what made each offering unique (e.g. gift boxes vs grazing platters). We also improved internal linking and ensured metadata aligned with how customers were actually searching, helping more of the right people land on the right pages.
Increased rankings
When we started, the site was only ranking for 254 keywords, and only nine appeared on page 1 (their name). At the time of writing, their site now ranks for 494 keywords, with 118 ranking on page 1!
More traffic
As key product and category pages began to climb the search rankings, the site saw a noticeable increase in organic traffic. More people were discovering the brand through high-intent search terms, like “grazing boxes Melbourne” and “grazing boxes near me”.
Turning traffic into orders
Importantly, the uplift in traffic wasn’t just about numbers. It led to real business results. With improved page structure, clearer messaging, and SEO-optimised content guiding users to the right products, more visitors were converting into paying customers helping to improve the online sales but also sales in store.
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thoughts
Even though the site was built on a hospitality-focused platform with limited CMS functionality (and came with its fair share of design and implementation quirks), we found creative workarounds to boost online visibility and get results.
— Remi, Director of Sunday Best
Takeaway 1
Increased rankings
When we started, the site was only ranking for 254 keywords, and only nine appeared on page 1 (their name). At the time of writing, their site now ranks for 494 keywords, with 118 ranking on page 1!
Takeaway 2
More traffic
As key product and category pages began to climb the search rankings, the site saw a noticeable increase in organic traffic. More people were discovering the brand through high-intent search terms, like “grazing boxes Melbourne” and “grazing boxes near me”.
Takeaway 3
Turning traffic into orders
Importantly, the uplift in traffic wasn’t just about numbers. It led to real business results. With improved page structure, clearer messaging, and SEO-optimised content guiding users to the right products, more visitors were converting into paying customers helping to improve the online sales but also sales in store.
Takeaway 4
Back to basics with a big impact
By focusing on the fundamentals, understanding the competition, improving on-page content, and optimising key category pages, we delivered meaningful results without overcomplicating the process. Even with platform limitations and design quirks, the right combination of strategy and SEO know-how led to stronger rankings, more traffic, and more orders. Sometimes, it’s the simplest changes that make the biggest difference.