Unilever Food Solutions (UFS) is the B2B Food Service division of Unilever. The primary goal of their website is to build organic reach of their products in the local food service industry. Therefore, our SEO KPIs were to:
At the start of this project, the AU website (www.unileverfoodsolutions.com.au) and the NZ website (www.unileverfoodsolutions.co.nz) had substantial challenges, with over 120,000 SEO related issues, warnings, and notices which affected the discovery of the websites and adversely impacted UFS’ marketing objectives significantly. Due to the fast-paced nature of the business, UFS constantly introduced changes to the website content and the technology, by integrating various 3rd party software which in turn affected the health of the website. The target audience comprising, Chefs, Small Business Owners, Purchase Managers and Restaurant Owners formed a micro-niche segment that compounded the challenges in keyword research and content optimisation at scale.
Over a period of 8 months, Rage tackled the challenges with a three-pronged approach.
The systematic approach right from the start of the project, subsequently aided in achieving 159,347 organic visits to the websites during the period, 34,670 leads in terms of key engagement and a 3% conversion rate