Driscoll’s SEO Case Study
Five years of turning berry questions into organic growth
Driscoll’s is one of the best-known berry brands in the world. In Australia, it grows and markets strawberries, blueberries, raspberries and blackberries.
We’ve been Driscoll’s Australia’s SEO partner since 2021.
Nobody buys a punnet of berries on a brand’s website. And very few people search for a berry brand by name.
What they do search for is everything around the fruit. How to wash raspberries. When blueberry season starts. A good white chocolate and raspberry muffin recipe. Whether strawberries are actually good for you.
Driscoll’s needed its website to own those moments, so the brand is front of mind before shoppers reach the fresh produce aisle. On top of that, the site sits inside a global brand with sister sites around the world, and it was rebuilt twice in two years.
What We Did
We built a search strategy around how Australians actually look for berries, then kept it moving season by season.
- Content strategy. Keyword research across recipes, storage, seasonality and health, turned into a plan for the site’s Berry Hub.
- Monthly content program. New articles, rewrites and refreshes timed to the berry seasons and Driscoll’s campaigns.
- Variety and recipe pages. Stronger berry variety pages and recipe collections, so the pages people land on answer the question they asked.
- Technical foundations. International hreflang across the global sites, metadata, tracking and crawl fixes.
- Website rebuilds. SEO guidance through two rebuilds, from staging checks and redirects to post-launch clean-up, working alongside Driscoll’s development partner.
Organic traffic grew tenfold
Between 2021 and mid-2025, estimated organic traffic to driscolls.com.au grew by 990%, led by the Berry Hub articles and recipes.
The 2025 rebuild reset some of those gains, as rebuilds often do. Traffic has since climbed back, with the strongest months of 2026 landing within 10% of the 2025 peak.
Search clicks are up year on year
From August to October 2026, Google search clicks were up 16% on the same period in 2025. Click-through rate rose by 24% over the same window.
Content that answers the question
Roughly two in every three search clicks in the first half of 2026 came from people who weren’t searching for Driscoll’s by name. That’s new audience the brand wouldn’t otherwise reach.
The site now ranks first on Google for “when is blueberry season” and for white chocolate raspberry muffins, and in the top three for how to wash strawberries and raspberries.
What’s Next
The questions people ask about berries are moving into AI assistants. Our focus now is making sure Driscoll’s is the source those answers draw on, while keeping the seasonal content engine running on Google.
From Google to AI, we’re focussed on Optimising everywhere.
Want results like Driscoll’s?
We’ve spent five years helping a global brand turn everyday questions into organic growth.
Let’s talk about what we can do for yours.
