The Challenge
Whisky Partners operates in the specialist, high-intent niche of whisky cask investment, a market where top search rankings directly influence investor confidence and lead generation. The brand needed to grow its visibility for the precise terms prospective investors actually use, and convert that visibility into meaningful click growth.
Our Approach
We built the campaign around the core whisky cask investment keyword set, focusing effort on the primary terms used by investors researching the market.
- Target the highest-value terms: “whisky cask investment”, “whiskey cask investment” and “investing in whisky casks”
- Secure top positions to convert a greater proportion of impressions into clicks
- Broaden the keyword footprint across the whisky investment niche to expand impression share
In a niche this specialised, dominating the top of the results page delivers outsized commercial impact relative to search volume, so ranking position, and not visibility alone, was the objective.
The Results
The campaign secured the top of the market. “Whisky cask investment” reached 1st position, “whiskey cask investment” reached 2nd, and “investing in whisky casks” also claimed top rankings, placing Whisky Partners first in front of the exact audience it needed.
Total clicks rose 71% year on year, from 12,800 to 21,900, while impressions grew 29%, from 639,000 to 824,000, a material shift in how many prospective investors found the brand through search.
Why Clicks Grew Faster Than Impressions
Terrier’s SEO process maps commercial terms to the page built to rank for them, for a niche this narrow, that meant the exact investor language rather than broader whisky terms. Impressions rose 29%, from 639,000 to 824,000, while clicks rose 71%, from 12,800 to 21,900: clicks growing more than twice as fast is what moving into 1st and 2nd position looks like in practice, since far more of the same searchers were now clicking through.
