Project background
Lone Oak Brewing, a growing hospitality business in Prince Edward Island, was struggling with online visibility. When potential customers searched for their business type, they weren't showing up in search results — either on PEI or in neighbouring provinces. They also lacked the basic digital tools needed to track performance or optimize their online presence: Google Analytics, Google Search Console, Structured Data, and Bing Webmaster.
Since engaging Brand Butter, their website has been visited by +45,000 tracked users, with +41,000 of them coming from organic search (Google: +40,000; Bing: +1,000). Here's a breakdown of what we implemented and why it mattered.
1. Google Analytics setup
Why it matters: Before this setup, Lone Oak had no way to measure website traffic or user behaviour. Now, they can track real-time data on how people interact with the site, allowing for better marketing decisions.
What we did: Installed Google Analytics to track visitor behaviour, traffic sources, and user engagement. Configured event tracking, goal conversions, and audience segmentation. Identifies which marketing efforts are driving traffic, highlights pages with high engagement or drop-off rates, and helps refine targeting and retention.
2. Google Search Console setup
Why it matters: Without it, Lone Oak had no insight into whether their pages were indexed (recognized by Google) or if errors were affecting rankings. Now, they can see which search terms bring in visitors and fix any issues preventing them from ranking higher.
What we did: Set up Search Console to monitor search traffic, indexability, and keyword performance. Added Lone Oak's XML sitemap, ensuring Google efficiently crawls and indexes all pages. Fixed technical SEO issues that might have blocked pages from appearing in search results.
3. Bing Webmaster Tools setup
Why it matters: While Google is dominant, Bing still drives a portion of search traffic — particularly among users of Microsoft Edge and Windows devices.
What we did: Similar to Google Search Console, but for Bing. Added the XML sitemap, monitored Bing search performance, and applied the same technical SEO best practices.
4. Structured data (schema markup) implementation
Why it matters: Before this, Lone Oak's search results were just plain text links. Now, they can appear with rich snippets — business hours, reviews, location details — making results more visually appealing and click-worthy.
What we did: Implemented Business Structured Data to help search engines understand and display Lone Oak's details in rich search results. Added location-specific structured data for each of their restaurant and brewery locations.
5. Google My Business optimization
Why it matters: Lone Oak's GMB listings were incomplete and unoptimized. We updated them with the right keywords, business details, and images to increase visibility on Google Maps and local searches.
What we did: Optimized Google My Business profiles for all Lone Oak locations. Ensured accurate NAP (Name, Address, Phone) data, added location-specific keywords, and improved visibility on Google Maps and Local Search.
6. Google Ads optimization & consolidation
What we did: Merged separate Google Ads accounts for multiple locations into one unified account. Set up Performance Max campaigns to automate ads across Google Search, YouTube, and Google Display. Optimized ad spending to focus on tourists and customers outside of PEI.
7. SEO enhancements
Why it matters: Before this, Lone Oak wasn't showing up in search results. Now, they rank organically for relevant searches, bringing in tens of thousands of visitors without paid ads.
What we did: Keyword research to find the best terms to target. On-page SEO fixes on meta titles, descriptions, and headers. Mobile and speed improvements to ensure the site loads fast and works well on all devices.
Final impact
- +818,000 Search Impressions — Lone Oak's website appeared in over 818,000 searches across Google and Bing.
- +45,000 Total Website Visitors — Over 45,000 people have visited since the project began.
- +41,000 Organic Visitors — 91% of traffic came from organic search. +40,000 from Google, +1,000 from Bing.
- 65.78% User Engagement Rate — Visitors aren't just landing. Nearly two-thirds take meaningful actions.
- 21.1% Return Visitor Rate — Over 1 in 5 users return more than once, indicating a loyal audience.
- Increased visibility in key cities — Traffic from Charlottetown, Halifax, Toronto, Montreal, Edmundston, New Glasgow, Saint-Quentin, Summerside, and others.
- Lone Oak is now discoverable — Previously absent, now consistently showing up for relevant searches.
- Stronger presence on Google Maps & Bing — Optimized business listings and structured data make them stand out in local and map results.
- Sustained traffic & business growth — Lone Oak experienced a growth year, with digital visibility directly contributing to awareness, engagement, and in-store visits.
This project transformed Lone Oak's online presence, making them a searchable, trackable, and competitive brand in the digital space.