Oatly Organic Growth Opportunities

Programmatic pages mapping specific retailers and store locations to Oatly product availability to capture high-intent local search queries. These pages provide immediate utility by showing users exactly where to buy specific SKUs in their immediate vicinity.

Example Keywords

• "plant-based milk near me"
• "oatly at [Retailer] in [City]"
• "dairy-free creamer near [ZIP]"
• "where to buy oatly [City]"

Rationale

Captures users at the bottom of the funnel who have purchase intent but need a physical or delivery location. This strategy bridges the gap between digital discovery and physical purchase.

Topical Authority

Oatly's product pages already drive over 40% of organic traffic (e.g., /en-us/products/oatmilk at 24.19%); extending this to local intent is a natural progression for a brand with an Authority Score of 48.

Internal Data Sources

Retailer distribution lists, store location databases, authorized SKU lists by retailer, and regional availability data.

Estimated Number of Pages

50,000+ (Covering thousands of store locations across multiple retailers and product families)

A scalable directory of cafes and restaurants serving Oatly, organized by city and neighborhood to capture out-of-home coffee seekers. It transforms the existing Oatfinder asset into a massive SEO growth engine through structured hub and venue pages.

Example Keywords

• "vegan latte [City]"
• "dairy-free coffee [Neighborhood]"
• "cafes with oat milk [City]"
• "best plant-based coffee [City]"

Rationale

Connects the brand to the professional coffee experience where Oatly is a market leader, driving traffic from users looking for high-quality dairy-free options in the wild.

Topical Authority

The Barista Edition product page is a top traffic driver (16.31% share), and Oatfinder already appears in SERP results, indicating strong existing authority in coffee contexts.

Internal Data Sources

Oatfinder venue database, partner menu information, and neighborhood-level geographic data.

Estimated Number of Pages

20,000+ (Covering venues, neighborhoods, and city hubs globally)

A comprehensive library of pages answering specific dietary and allergen questions for every SKU across different locales. It targets users with specific health constraints or lifestyle choices looking for safe, verified alternatives.

Example Keywords

• "soy-free milk alternative"
• "nut-free milk alternative"
• "kosher non-dairy creamer"
• "low FODMAP milk alternative"

Rationale

Provides high-trust informational content that builds long-term brand loyalty with consumers who have specific dietary requirements. It addresses the "Can I have this?" moment of truth.

Topical Authority

Existing traffic to "random answers" and health/nutrition sections shows Google already trusts Oatly as a source for dietary explainers.

Internal Data Sources

Ingredient statements, allergen disclosures, and certification documents (Kosher, Halal, Vegan) per SKU.

Estimated Number of Pages

5,000+ (Covering SKUs across multiple dietary constraints and international markets)

A massive database of "how to swap" guides for specific dishes and dairy ingredients, targeting home cooks in the moment of need. It provides functional advice on replacing dairy with Oatly products in various cooking and baking scenarios.

Example Keywords

• "dairy-free heavy cream substitute"
• "substitute for milk in mashed potatoes"
• "vegan buttermilk alternative"
• "non-dairy substitute for [Dish]"

Rationale

Captures high-intent cooking queries where a product purchase is the immediate solution to a recipe problem. It expands the brand's utility beyond the coffee cup.

Topical Authority

Existing recipe sitemaps and "random answers" content provide a foundation for culinary expertise that can be scaled programmatically.

Internal Data Sources

Test kitchen R&D notes, product behavior data (heat stability, emulsification), and seasonal look-book recipe assets.

Estimated Number of Pages

10,000+ (Covering hundreds of dishes and multiple dairy ingredient variants)

Guides for ordering dairy-free versions of popular menu items at major global coffee chains, providing exact scripts and customization tips. This play captures users at the point of consumption who are looking for brand-specific advice.

Example Keywords

• "dairy free [Drink] at [Chain]"
• "vegan [Drink] at [Chain]"
• "[Chain] non-dairy milk options"
• "how to order [Drink] without dairy"

Rationale

Captures pre-brand selection intent and helps close the keyword coverage gap against competitors like Silk (17,052 keywords vs Oatly's 7,219).

Topical Authority

Strong association with the "Barista" category and high traffic to coffee-related product pages (16.31% for Barista Edition) makes this highly credible.

Internal Data Sources

Barista education assets, chain menu item lists, and community-sourced ordering tips from customer support logs.

Estimated Number of Pages

30,000+ (Covering dozens of chains and hundreds of menu items per chain)

Improvements Summary

Refocus US oatmilk and creamer hub/SKU pages on mid-tail “attribute + product type” queries by adding scannable above-the-fold copy, clear use-case sections, and indexable nutrition/ingredients content. Expand SKU-level FAQs, add a reusable comparison table across oatmilks, and tighten internal linking from category hubs and existing “Random Answers” pages to the right SKUs.

Improvements Details

Map page-specific keyword targets and update titles/H1s to match intent (e.g., “barista style oat milk,” “oatmilk creamer,” “oatly barista ingredients,” “calcium fortified oat milk,” “low calorie oat milk”). Add modules on each SKU page: 3–5 quick bullets up top, a “Performance & use cases” section (foaming/steaming for Barista; hot/iced behavior for Creamers), an HTML ingredients/nutrition/allergens block, and 6–10 query-matching FAQs with Product + FAQ schema. Publish three supporting hub articles (barista steaming guide, oat milk nutrition/fortification/storage, creamer flavor/use guide) and link them into the product cluster; add cross-links via a “Compare Oatly oatmilks” table and keyword-relevant anchors from /products/oatmilk and /products/creamer.

Improvements Rationale

Several high-SV terms show very low traffic share on the mapped pages, suggesting Google and users are not finding the expected answers (especially ingredients/nutrition, dietary facts, and coffee performance details). Mid-tail modifiers like “oatly’s barista edition oatmilk,” fortification, and calorie/sugar attributes are closer to purchase intent and less competitive than head terms, so intent-matched copy and FAQs can move page-2 rankings upward. Better internal linking, comparison context, and clean US targeting (hreflang/canonicals) help concentrate relevance on the correct /en-us/ URLs and improve CTR from clearer titles/snippets.