Unilever Food Solutions

Task:

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:

• Increase organic traffic to the website
• Increase the duration i.e., time spent by a user on the website
• Increase onsite engagement
• Increase conversion rate

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 3^rd 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.

Solution:

Over a period of 8 months, Rage tackled the challenges with a three-pronged approach.

• The first was implementing an “Always On” set of activities that covered SEO audits, keyword identification, broken links fixes and on-page content optimization on an on-going basis.
  
• Second, a set of defined activities based on logical priority was executed in batches of 3 to 4 months. This involved rank tracking setup, updates to page speed, sitemap, and schema, followed by URL issue fixes, backlink opportunities, internal links optimisation and product & recipe schema updates.
  
• Third, Technical SEO Fixes. The domains were crawled by our internal software and after excluding all the parameters from the crawled URLS, the files were audited for technical on page errors. ADK Rage fixed almost 5000+ technical SEO-related website issues and optimised 800+ pages.

Result:

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

Quality Metrics:

Business Metrics: