RiNo Breweries: Our Mutual Friend


It’s a known fact, Denver is a beer city and Colorado is a beer state. With 61 breweries, there are no shortages of options. And, quality options at that.

In such a crowded market, how does one stand out? Well, it’s not very different than in other industries. You need to niche.

Or at least, semi-niche 😉

We are going to let SEO and some keyword research show us why niching makes sense.

Take this search as an example 👇🏻

It’s searched 2,400 times per month. Even more, if you combine similar terms – “best breweries Denver” “best brewery in Denver” etc

That’s a decent volume for a long-tailed keyword.

But the keyword is still pretty broad. As we all know, there are breweries that niche and focus on a style of beer.

Now let’s look at this keyword 👇🏻

Less than 200 searches per month, but much less competition. And, enough of a market to not be too narrow.

Now, it’s totally possible to rank for a term like “best breweries Denver” but that is more than likely going to pull up a syndication or aggregator site where those will be listed at. Yelp being an example (unfortunately – as I’m not a fan of their shady marketing tactics).

The most important SEO tasks for a Local Business.

  • Link Signals (Inbound anchor text, linking domain authority, linking domain quantity, etc.) 27.94%
  • On-Page Signals (Presence of NAP, keywords in titles, domain authority, etc.) 26.03%
  • Behavioral Signals (Click-through rate, mobile clicks to call, check-ins, etc.) 11.5%
  • Google My Business Signals (Proximity, categories, keyword in business title, etc.) 8.85%
  • Citation Signals (IYP/aggregator NAP consistency, citation volume, etc.) 8.41%
  • Personalization 7.32%
  • Review Signals (Review quantity, review velocity, review diversity, etc.) 6.47%
  • Social Signals (Google engagement, Facebook engagement, Twitter engagement, etc.) 3.47%

Source: Moz

Here is a free local SEO audit template that you can make a copy of and use for yourself.

What would I do if Our Mutual Friend was an Elevated Conversions client for SEO?

  1. I would create more content on their site. Then can use short “nuggets” of their content for social media – all coming from a single blog post or beer product pages.
  2. Create more pages for people to engage with on their site (using smart, keyword research stemming terms). I would create a page for every beer they currently have and every beer they ever have. I would have categories and tags that you can filter by. This is also known as creating content silos. (Google loves organized content)
  3. Buy a syndication provider, like Moz Local, for NAPW (Name, Address, Phone, Website) listing syndication and aggregation.
Google and I are tight.

Those are the 3 things I would focus on first. I think within 6 months, they could gain 50-70% more traffic to their site. (I would create certain offers, only seen on their site, so the effectiveness would be known in the website marketing vs other channels).

Alright, are you ready for some lovely beers photos now?

The brews that I tried:

Prickly Pear
Bright and lightly sour. Then again I’m a sour fan so it could be stronger than I perceive. You can taste the pear, but ever so slightly. 

Inner Light
I can taste the bite here. It has a stale/aged taste to it. Even after trying it in a different order. 

Don’t Panic
Probably my first time trying a black IPA. I think I enjoy it more than a “regular” IPA. 

This, that, and the other thing.
Dark and rich. Has a nice malty feel to it along with a hint of coconut.

Do you have a favorite brewery in RiNo? Or, did my local SEO advice and analogies help you out? 😎

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Sources + Mentions

Our Mutual Friend Brewery - The Brewery this blog was centered around (no affiliation, just great beer)
Our Mutual Friend

Another great site for Brewery recommendations and tour in Denver
Denver Micro Brew Tour

Moz Local ranking factors.
Moz Local Ranking Factors