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How Meals for Mutts Scored More Organic Conversions Through a Content Marketing Strategy
Content & SEO
Ecommerce
Melbourne
About Meals for Mutts
Developing and manufacturing in Australia for over 40 years, Meals for Mutts use their in-house nutrition and food science team to create pet products that are nutritional and sustainable to elevate the health, wellbeing and happiness of your family companion.
Challenges
To make Meals for Mutt’s vision of becoming the single largest contributor to good pet health and happiness, our robust content strategy looked at creating keyword-rich content by optimising key product pages whilst building out the client’s blog to allow for internal linking opportunities.
- Site navigation accessibility and usability were not optimal
- Lack of keyword-rich content on many of the site’s priority pages
- A number of product pages contained a lot of blank space and missing images
- Current metadata and headings were not optimised and didn’t include target keywords
Our Approach
Our approach identified the opportunity to re-energise content to improve Meals for Mutts’ organic performance. Along with technical fixes, the integrated content strategy began with identifying keywords with high search volumes. From this, OMG looked at optimising the site’s key product pages with keyword-rich content to improve organic visibility across the site. Additionally, developing the client’s blog paved the way for internal linking opportunities to further boost visibility but also authority within the pet food industry.
The goal?
- To correctly track and measure for organic growth, rankings and traffic through increasing authority, visibility and keyword indexation
Strategy & Execution
Incredible SEO results
Our robust SEO strategy aimed to increase authority and visibility through our hyper-targeted keyword approach. Additionally, by fixing important on-site issues, Online Marketing Gurus were able to improve the user experience for Meals for Mutts.
Amazing Keyword Wins
By creating additional pages across the site (both product and blog pages) and reconfiguring optimal metadata to build static pages for high search volume queries, Online Marketing Gurus were able to secure incredible keyword success in such a short period of time.
Outcomes
To note, we helped increase:
- Non-branded impressions by 66% (from 294K to 489K)
- Referring domains by 65% (from 74 to 122)
- Top 3 ranked keywords by 47% (from 30 to 44)
- Overall keyword reach by 60% (from 659 to 1,056)
- Organic conversions 45% (from 7,287 to 10,606)
Within 6 months, some notable wins include:
- Rank #1 for ‘organic dog food’ (search volume: 5,400)
- Rank #1 for ‘organic cat food’ (search volume: 1,600)
- Rank #3 for ‘natural dog food’ (search volume: 14,800)
- Rank #5 for ‘grain free dog food’ (search volume: 27,100)
- Rank #5 for ‘hypoallergenic cat food’ (search volume: 2,900)
