SIA Glass
SIA Glass has long been at the forefront of creative marketing communication. One of the challenges was that the old website did not have the same look and feel as the rest of the marketing. The solution was that we at Toxic developed a cohesive concept for the brand in the form of a new website. As part of the collaboration, we have also worked together with SIA Glass to develop an SEO strategy to strengthen SIA Glass's digital presence and increase visibility on Google.
About SIA Glass
SIA Glass is part of the Berte group, which is actually Sweden's oldest family-owned company, starting as early as 1569. The ice cream dairy is not quite as old, having started in 1961. SIA Glass is a product of both heritage and environment. The heritage consists of generations of millers, farmers, entrepreneurs, and community builders. The environment is Slöinge in Halland: fertile grain fields, the rapids of the Suseån river, and the green hills around Susedalen.
From fragmented communication to a unified digital presence
The challenge for SIA Glass was to move from a fragmented communication of the brand to a cohesive whole that permeates all communication in the selected channels. The goal was to create a graphic expression in digital form that reflects the brand in the digitalization and creates a strategy for search engine optimization for the brand's spread in social media. Here, Toxic stepped in as a partner to support both the technical and strategic work.
Increased visibility and stronger position on Google
When we started working together in 2022, SIA Glass was primarily visible for keywords that included the brand name. However, for generic keywords like "lactose-free ice cream" and "vegan ice cream," it was more difficult to reach the top positions. The goal became to increase the number of top 3 placements, achieve more first placements for product-related keywords, and at the same time build long-term visibility for new flavors, categories, and recipes.
"Desire"
The website that Toxic has created is based on Umbraco, where we applied a stripped-down design that puts the ice cream in the spotlight. Playfulness, mobility, color scheme, and functionality with the products in focus aim to create a strong "desire to have" for SIA Glass's various products and flavors.
To match this in search results, we built an SEO strategy focused on optimizing product pages for key categories, strengthening the content around generic keywords like lactose-free and vegan ice cream, and continuously working on technical SEO for a better site structure.
With creativity, engagement, and accessibility, Toxic has provided us with a simple and professional collaboration from start to launch.
The result
Toxic has worked with Google Analytics to collect relevant information that can be linked to the set goals and plan we have created for optimal follow-up of the results. By studying overall KPIs along with the conducted target group analysis, we have also developed a market basis with a focus on social media. We at Toxic also had the opportunity to conduct two training sessions in digital marketing with elements of statistics management in Google Analytics and Facebook Ads manager. This is to provide SIA Glass with the right conditions to succeed in their digital marketing.
+200
Between 2022 and 2025, SIA Glass gained +200 referring domains, an increase from about 400 to over 600.
+200%
During the same period, organic traffic increased by +200% – from around 20,000 visitors in 2022 to peaks of over 60,000.
+40%
SIA Glass also achieved +40% more top 3 placements on Google, which meant a journey from 663 placements in 2022 to 929 in 2025.
+74%
On Google's homepage, the number of keywords grew by +74%, from 1,108 to 1,925 between 2022 and 2025.
+56%
The visibility of the total number of keywords increased by +56% between 2022 and 2025.
New top rankings
First place for "lactose-free ice cream" & "Swedish cream ice cream" as well as new visibility for "vegan ice cream" & "ice cream news"
+257%
Looking over a longer period, organic visibility on Google increased by as much as +257% between 2019 and 2025.
+154% & +28%
During the same period, online sales increased by +154%, and total revenue rose by an additional +28%.
+73%
Overall, this resulted in a profit increase of +73% between 2019 and 2025.
The effect
In three years, SIA Glass has more than doubled the number of keywords on Google's first page and made significant progress on important generic searches. Thanks to a long-term SEO effort with Toxic, they are now as strong digitally as they are on the store shelf.
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More references
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