I
Product feeds
We rebuilt the Merchant Center feed from the shop database: a GTIN or brand plus MPN for every bottle, vintage in the title, the correct alcohol category, and nightly price sync.
0 → 146 approved products
SEO case study · 12 months · Commerce SEO
Kozarnik Cellar
Family winery & online wine shop · Melnik · Melnik, Bulgaria
How a 12-hectare Melnik winery turned its online cellar into its biggest sales channel
+188%organic wine revenue
The aroma wheel · eight keyword families
Each petal is a family of searches. It fills with colour as its keywords climb, and gets a gold seal once they hold the top three. Scroll to turn the wheel, or scrub through the vintage.
Shiroka Melnishka
9 keywords in top 3 · ranked by month 6
The local grape, and the hub of the category tree. One canonical page per variety, with every vintage beneath it.
I · The challenge
Sold out at the cellar door, missing online
A three-generation winery sold well at the cellar door but its webshop sat on page four for every grape-variety search. Duplicate vintage pages and an empty Merchant Center feed meant products could not show up in Shopping results.
In tasting season visitors drove into Melnik and bought by the case. Back home, they searched for the same grape and found marketplaces and competitors instead. The shop held 146 wines across eleven vintages. Google saw a cellar of near-copies: no variety pages, no prices in the markup, and a Merchant Center account that had never been approved.
The brief was to turn the online cellar into the winery’s biggest sales channel without discounting the wine, using the searches people already make: the grape, the region, the occasion.
- 01DuplicatesCritical
312 near-identical vintage URLs
Every vintage of every wine had its own page with the same copy, so Google indexed the 2019 Rubin over the 2023 one. Canonicals pointed to themselves.
- 02FeedCritical
Merchant Center feed: 0 approved products
The feed lacked GTINs, brand, and an age-restricted alcohol setting, and 64 prices did not match the page, so nothing was eligible for free listings.
- 03SchemaHigh
No Product or Offer markup
There was no price, availability or vintage in structured data, so results showed no rich snippets. The breadcrumbs were markup-free too.
- 04CategoriesHigh
Grape varieties had no landing pages
Shop filters ran on ?grape= parameters that were blocked in robots.txt. There was nothing to rank for “Shiroka Melnishka wine”.
- 05SpeedMedium
Bottle shots at 4.8 MB each
Product photos were uncompressed PNGs. Mobile LCP was 5.9 s on the category grid.
- 06ContentMedium
Tasting notes copied from the label
There were 80-word descriptions with no pairing, terroir or serving temperature, and nothing distinguished one vintage from the next.
II · The strategy
Four casks, one blend
The plan is built on Commerce SEO, our ecommerce seo programme. Four tactics, in the order the cellar needed them:
II
Schema markup
Product, Offer and AggregateRating on every wine, with ProductGroup tying vintages together. We added BreadcrumbList and Organization markup with the winery's address.
Rich results on 100% of products
III
Category pages
There are now eight indexable category hubs, one per grape and gift range, each with 300 words of original copy about the grape and its terroir, and filters that don't create new URLs.
8 hubs, 41 top-3 keywords
IV
Merchant Center
Free listings, shipping and returns policies, and a promotions feed for the December gift season. Disapprovals are monitored weekly against the alcohol policy.
2,300 free listing clicks / mo
III · 12 months
From crush to cellar
- 01Crush
Crawl and audit. 312 duplicate vintages mapped to canonical varietal pages, then redirected.
Revenue index 97 · 0 in top 3
- 02Crush
Feed rebuilt from the shop database; GTINs and brand added; alcohol category declared.
Revenue index 103 · 1 in top 3
- 03Ferment
First 60 products approved for free listings. Product + Offer schema deployed.
Revenue index 111 · 3 in top 3
- 04Ferment
Shiroka Melnishka and Rubin hubs published; parameter filters taken out of the index.
Revenue index 123 · 6 in top 3
- 05Ferment
Images moved to AVIF; mobile LCP down from 5.9 s to 2.1 s. Gift-set category built.
Revenue index 139 · 10 in top 3
- 06Barrel
ProductGroup ties vintages together. Melnik 55 pillar page and terroir guide published.
Revenue index 157 · 15 in top 3
- 07Barrel
Mavrud comparison content. Internal links rebalanced from the blog to the categories.
Revenue index 176 · 20 in top 3
- 08Barrel
Summer rosé category moved onto the homepage; promotions feed tested.
Revenue index 198 · 25 in top 3
- 09Bottle
Library-vintage rule: sold-out vintages fold into the varietal page automatically.
Revenue index 222 · 30 in top 3
- 10Bottle
Wine-box and subscription pages. Shipping cost details sent to Merchant Center.
Revenue index 246 · 34 in top 3
- 11Cellar
Gift-season promotions feed live; 146 products approved, zero disapprovals.
Revenue index 268 · 38 in top 3
- 12Cellar
Review, re-crawl and next-year plan: export markets and English-language hubs.
Revenue index 288 · 41 in top 3
IV · The results
Poured, after twelve months
Organic wine revenue · month 12
+188%
Index 288 (month 0 = 100) · 2,300 free listing clicks · 41 top-3 keywords
+188%
Organic revenue
41
Varietal keywords in top 3
2,300
Free Shopping listing clicks / mo
312
Duplicate vintage URLs removed
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
V · The tasting sheet
Revenue, rankings, and the results page
| Keyword | Family | Volume / mo | Before | After |
|---|---|---|---|---|
| shiroka melnishka wine | Shiroka Melnishka | 1,900 | #38 | #1 |
| широка мелнишка лоза вино | Shiroka Melnishka | 2,400 | #41 | #2 |
| melnik wine buy online | Shiroka Melnishka | 880 | #33 | #1 |
| рубин вино | Rubin | 1,300 | #46 | #3 |
| wine gift set bulgaria | Gift sets | 1,600 | #52 | #2 |
| подаръчен комплект вино | Gift sets | 2,900 | #61 | #3 |
| melnik 55 wine | Melnik 55 | 590 | #29 | #1 |
| mavrud red wine | Mavrud | 1,100 | #57 | #3 |
| bulgarian rosé wine | Rosé & whites | 720 | #44 | #4 |
| melnik wine 2015 vintage | Old vintages | 210 | #18 | #1 |
| магнум вино | Old vintages | 320 | #36 | #2 |
| wine subscription box | Wine boxes | 480 | not ranked | #5 |
The search for “shiroka melnishka wine”
Month 0
shiroka melnishka wine
No Shopping listings: 0 approved products in the feed
Marketplace listing
Wine blog roundup
Competitor winery
Kozarnik Cellar: page 4, position 38, on a 2019 vintage URL
Month 12
shiroka melnishka wine
Shopping · free listings
Shiroka Melnishka 2022
24 лв
Reserve 2020
38 лв
Gift trio
62 лв
kozarnik-cellar.bg › wines › shiroka-melnishka
Shiroka Melnishka wines, all vintages | Kozarnik Cellar
★★★★★ 4.8 · 23–42 лв · In stock
Modelled scenario for a fictional business — not a client result. Rankings and traffic are never guaranteed; see our Terms.
Get a plan like this
Product feeds, schema and category pages that put your bottles in front of people searching for the grape. Built on Commerce SEO.