Having heavily invested in above the line advertising and leveraging celebrity influencers their brand existed and was familiar. However, their digital presence had still seen muted results.
Love Pork, a website formulated by the Agriculture and Horticulture Development Board (AHDB) representing farmers, growers, and others in the supply chain, operates to enhance and support the English pig farming industry. With a principle aim of providing recipe inspiration and pork education to rejuvenate the image of pork, AHDB knew they needed to be visible online, but they had very few predefined goals and strategies to achieve it.
Our objective was clear: to make Love Pork more visible in search results and get more users viewing and interacting with the brand online. With a little hand holding, AHDB decided their KPI’s were to:
- Achieve a YoY organic traffic growth of 10%
- Improve rankings for pork related keywords
- Decrease the overall bounce rate
Following a technical SEO audit, we began with top-level keyword research. This shaped our optimisation strategy, informed our understanding of the marketplace and showed us how search results reflect user intent.
Notably, we discovered that competitors ranked well for high-volume recipe collection pages such as pulled pork recipes, healthy pork recipes, autumn pork recipes, but Love Pork had no pages to meet this lucrative search demand. Therefore, we suggested as part of our ongoing strategy to create similar collection pages to challenge big name brands such as BBC Good Food.
A key reason for building new collection pages was the way it enabled the brand to leverage dozens of powerful links. Previous campaign work around National Sausage Week had earned links from trusted domains such as the BBC, Channel 4 and Wikipedia, but the campaign pages had been deleted and the links went to a 404 page. Our new collection pages allowed Love Pork to be relevant for high-volume search terms, but they also gave us a location where these powerful links could be redirected.
What was originally a consultative project, helping AHDB to fix technical SEO errors and site structure issues, later evolved into a granular level of service. Soon we were optimising meta descriptions and launching our first search campaign in order to hone the site.
The Agriculture and Horticulture Development Board came to us with ambitious goals, and we knocked them out of the park.
European Search Awards Nomination: “Best Use of Search” 2019