Gourmet Trading
SEO+AEO Case Study
Project
Gourmet Trading Co.
Niche
Specialty food imports
Industry
Food & beverage retail
Technology
Magento
About Gourmet Trading Co.
Gourmet Trading Co. is one of the biggest Canadian importers, distributors, and online retailers of gourmet and specialty foods. They are known for importing, curating, and distributing products serving not just retailers but consumers as well.
Gourmet Trading Co. provides food products in different categories such as jams, crackers, olives, pastas, chips, beverages, condiments, etc. Their brand philosophy is to provide the best food products that are made using high-quality ingredients and have spectacular flavours. Their team work with the foremost retailers across Canada to provide premium food products to Canadian consumers. They have grown their food products business significantly since they started out in 1990, and online sales are a big contributor to that.
Services
Major SEO Challenges Faced by Gourmet Trading
Low Conversion Rate
Gourmet Trading was attracting relevant visitors through organic search, but engagement wasn’t translating into enough meaningful actions. Prospective buyers explored product pages and browsed the website, yet many left before submitting enquiries or moving further down the funnel. Small points of friction within the user journey made it difficult to turn genuine interest into valuable business opportunities.
URL Structure
The website’s URL structure lacked a clear hierarchy and strategic consistency. Some URLs didn’t accurately reflect the content they represented, while others missed opportunities to support search intent. This created unnecessary complexity for search engines and weakened the site’s ability to establish stronger topical relevance across key product categories.
Platform Migration SEO
Moving to a new platform brought understandable concerns around protecting existing search performance. Without a carefully planned migration strategy, years of accumulated authority, rankings, and indexed pages could have been affected. Why risk losing hard-earned visibility when a proactive SEO approach can preserve it? The transition required precision and ongoing oversight.
How Did Kinex Media Solve These Challenges?
Conversion Rate Optimization
Strategic URL Restructuring
SEO-Focused Shopify Migration Planning
Technical SEO Monitoring After Migration
User Journey Improvements Driven by Search Behaviour
Generating traffic isn’t enough if visitors aren’t taking the next step. We analyzed how users interacted with the website to identify where hesitation was creeping into the decision-making process. Calls-to-action were refined, important information became easier to access, and the overall experience was adjusted to better support user intent. Trust-building elements were also strengthened across key touchpoints. And when buyers don’t have to work to find answers, they’re far more likely to engage. These refinements helped create a smoother journey that encouraged more enquiries and meaningful conversions.
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SEO+AEO: The Key To Gourmet Trading Success
Impeccable Results
- Conversion Rate: 41% increase in qualified enquiries and lead submissions.
- Organic Visibility: 53% increase in visibility across high-intent organic search queries.
- Migration Retention: 94% of pre-existing organic traffic and keyword rankings, minimizing disruption during the transition.
- Revenue Growth: 76% increase in revenue opportunities within the first year of execution.
- ROI: 3.4X return on investment within eight months with technical SEO and conversion improvements.
- Technical Performance: 37% improvement in indexing efficiency and crawl effectiveness, strengthening the website's overall SEO health.
Google AI Overviews
Gourmet Trading's content became better positioned to appear in Google AI Overviews for informational and commercial queries related to specialty and gourmet food products.
Salex
Kinex did a wonderful job in refreshing our website. They took the time to research similar companies to understand our goals. The website is both functional and attractive which is exactly what we wanted. They also managed to complete the project on time!
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