When we started working with Purina, they wanted to consolidate their disparate pet care brand properties into one stronger website.
We built a data-led organic search strategy to consolidate the websites into a single domain, grow their evergreen content offering to drive organic traffic, and increase organic share of search against key competitors.
Our teams used extensive data intelligence to run deep-dive audience and search analysis, identifying key content territory opportunities. These were aligned to audience and search intent to ensure the content strategy targeted in-market users searching for pet care related advice and support, across the entire customer journey of owning a pet.
The results were record-breaking organic traffic levels and doubling Purina’s share of voice against key competitors.