How two new landing pages turned Chilly’s existing search demand into page-one rankings

The starting position 

Chilly’s already ranked for terms like “1 litre water bottle”, “1L water bottle”, “metal water bottle” and “stainless steel water bottle”. The problem was consistency. Google wasn’t ranking the same page for the same search. Different bottle pages surfaced for different queries, so the landing page was never stable. 

This meant Chilly’s already had relevance for these terms, but the opportunity was being spread across multiple pages rather than consolidated into one clear destination. Without a page designed specifically around each search intent, Google had to select the closest relevant page available. 

The result was an opportunity to strengthen the connection between what customers were searching for and the pages Chilly’s was giving them in return. Rather than focusing purely on improving existing pages, we could use search demand to inform the site’s information architecture and build a clearer route into the product range. 

What the data showed 

Using Metis, we identified growing demand around two themes: 

• Size – “1 litre water bottle” and “1L water bottle” 

• Material – “metal water bottle” and “stainless steel water bottle” 

Demand was rising, but the site architecture didn’t reflect it. There was no single page built to match each intent. 

The opportunity was particularly valuable because Chilly’s was already visible for many of these searches. Instead of starting from a position of no organic presence, we could see where the brand was already within reach and identify the gaps preventing it from capturing more of that demand. 

Metis helped us connect search behaviour with the existing category structure, giving us a clear view of where dedicated pages could provide a stronger and more relevant search experience. 

What we built 

We created two dedicated landing pages: 

• 1 Litre Water Bottles – focused on size-based intent 

• Stainless Steel Water Bottles – focused on material-based intent 

Each page was supported by optimised metadata, clear heading structures, relevant supporting copy, intent-aligned product selections, and internal linking from key bottle pages. 

This created a much clearer search journey: customers searching by bottle size could land on a page designed around size, while customers searching by material could be served a page specifically focused on stainless steel products. 

The material-based opportunity 

Terms like “metal water bottle” and “stainless steel water bottle” were already generating visibility, but Google was ranking broader category pages rather than a page built for that intent. 

We introduced a dedicated Stainless Steel Water Bottles page, supported by on-page optimisation, intent-focused content, relevant product groupings, and internal linking. 

This allowed us to consolidate material-led searches around a single, relevant destination rather than relying on broader bottle pages to compete. It also gave us greater control over how the range was presented for customers specifically looking for metal or stainless steel bottles.