A complete rebrand. Twenty-plus B2B keywords ranking #1. Three years and counting.
Dianne’s Dips is a Melbourne-based food manufacturer producing dips for the wholesale market — restaurants, cafés, retailers, and food service distributors. The product was excellent. The brand had a long-standing reputation in the industry. The business had relationships, distribution, and a story worth telling.
What it didn’t have was a website that did any of those assets justice. The existing site looked dated, didn’t reflect the brand’s current positioning, and — critically — wasn’t ranking for any of the search terms B2B buyers actually use when they’re sourcing wholesale dip products. Restaurant owners, café operators, and food service buyers researching new suppliers were finding competitors first.
The brief was twofold: rebrand and redesign the site to match the quality of the product, and build the SEO foundations to actually compete in B2B wholesale food searches.
The work started with a complete brand and website redesign. Updated visual identity, professional product imagery, clear messaging targeted at B2B wholesale buyers, and a custom WordPress build optimised for the way restaurant owners and food buyers research suppliers — usually quickly, often on mobile, almost always with specific criteria in mind.
Page architecture was built around B2B search intent. Wholesale-specific terms, product-category pages targeted to the language buyers actually use, and supporting content that established Dianne’s Dips as a credible, professional supplier. Where most food manufacturer websites are designed for consumers, this one was deliberately built for the buyer at a restaurant or distribution business making a sourcing decision.
Technical SEO foundations were laid in parallel — schema markup, fast loading, mobile-first design, proper internal linking — alongside an authority-building strategy targeting industry mentions and B2B-relevant link sources.
Following the redesign and SEO build, Dianne’s Dips moved from effectively zero relevant search traffic to ranking #1 on more than twenty B2B wholesale keywords — the specific phrases food service buyers and restaurant owners use when they’re sourcing dip suppliers in Melbourne and across Australia.
The site now receives roughly 250 highly targeted monthly organic visitors. That’s a deliberately specific traffic profile — not retail browsers, but buyers actively evaluating wholesale suppliers. The conversion rate from qualified visit to enquiry is significantly higher than retail-targeted food sites, because the audience is pre-qualified by what they searched for.
These results have been sustained for three-plus years. The rankings have held. The traffic has grown steadily. Dianne’s Dips continues to receive consistent B2B enquiries through the site, year after year, without dependence on paid advertising.
Two strategic websites. 1,000+ monthly visitors. National B2B and B2C reach.
One business, two distinct audiences, two coordinated websites. Six-plus years of dual-site SEO delivering 1,000+ monthly visitors across B2B trade buyers and B2C consumers nationally.
Read case studyFive years on. Daily organic enquiries. Zero advertising spend.
A regional NT business serving clients nationally. Five years of daily organic enquiries — no Google Ads, no Facebook campaigns, no paid spend of any kind.
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