Post Consumer Brands® SEO & Website Refresh Increases Online Brand Visibility, Traffic
The Work
Post Consumer Brands® is home to many of America’s most popular breakfast cereal brands like PEBBLES™ cereal, Grape-Nuts® cereal, and Waffle Crisp® cereal. As 68% of online experiences begin with a search engine, and on average there are 3.5 billion Google searches per day, we focused on the opportunity to reach a higher volume of cereal fans online by developing a robust, long-term SEO strategy for the Post® website.
Approach
We put our SEO expertise into action through a long-term website optimization strategy spanning technical, on-page and off-page SEO. Our team conducted quarterly page speed audits and technical updates to improve site performance and Core Web Vitals, while ongoing competitive and branded keyword research identified opportunities to strengthen existing content and develop new topics. We optimized each webpage around search intent, incorporating target keywords across metadata, image alt text and copy, and strengthened internal linking to improve navigation and search visibility. A strategic backlinking program further supported domain authority and overall organic performance.
Strategic Website Improvements
Buy Now clicks improved 197% in one year because of strategic internal linking from cereal, news, and recipe pages to the Buy Now (Store Locator) page as a result of technical optimizations, an A-score for page speed and a 100% score for all core web vitals on all key pages were achieved and maintained.
Technical Optimization
Semrush’s technical site audit shows a 69% drop in technical site errors from February 2021 to September 2021.
SEO Enhancements Drive Results
Recipe visits were up 63% in one year as a result of adding optimized romance copy and internal links to the main cereal ingredient in each recipe.
Results
Post® reaches an increased number of cereal fans through search engines with content that addresses the product and company information they search for online, and the website is updated to meet accessibility and ADA compliance requirements.
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55% Increasein traffic in one quarter following keyword research and meta tag updates.
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Goal exceeded by 120%Corporate page views driven by content enhancements in one year.
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8,000website clicks from social media channels
