As we enter the middle of the first quarter of 2020, many CPG brands I work with are building their 2020 digital marketing strategies. From recipe content to video curation, my team and I work with production companies to curate high quality and effective recipe content. So how do we go about choosing our recipes, and how does it affect our SEO?
In this article, we will touch on those questions as well as some effective ways to beat your competitors across organic search and optimize your recipe SEO.
1. Create a Recipe Content Strategy
The curation of your brands’ recipes is a very essential part of building a digital presence. Many brands that have modern and unique branding move towards recipe ideas that are creative and unique. But do they effectively convert website visitors to real customers once they are in-store?
In-store conversions are one of the most important reasons to generate recipe content, and you can choose recipe topics that align with that mentality.
Target Demographic
Generally, CPG brands can break up their target demographics into 3 groups.
- Need-based usage (primary demographic)
- Want-based usage (secondary demographic)
- Trend-based usage
Once you have found you 3 demographics inside of these usage types, you will be able to effectively create a digital strategy that targets them and targets the keywords that apply to their demographic. That’s what we will talk about next!
2. Find Your Target Keywords
In this step, there are many important places where you can find keywords. It’s important to have a basic understanding of your audience and demographics so you can work to find them. For one of my clients, they are very popular on Facebook.
I had my team go through Facebook to find hashtags that are trending to get potential keywords we could target across Google. This has been a very effective strategy for me.
Demographic Niches
Most CPG brands will have a specific demographic niche they can target based on users who need their product. If you have a keto or gluten-free product, you will have customers who use your products for those reasons.
It’s important to understand the needs of your audience to make sure you are ranking for relevant terms so more people with those same needs can find your brand. For many of my clients, we work to create demographic niches that apply to their brand to develop ways to generate keywords around them.
Follow Popular Trends
Social media and Google Trends can give you insight into trending topics that may apply to new demographics for your brand. From diets to food trends, I recommend all CPG keep their eye on food and diet-related trends that they can leverage.
Recipe Keywords
Some CPG brands to understand why recipes are so important for CPG digital marketing campaigns, and they are the ones falling behind. Even though recipes may not contain specific keywords you would want to be ranking for, it’s very important to create a blanket of content that shows Google you have a presence across search and that they should display your content.
3. Optimize Your Website for Keywords (And Add Functionality)
Once you have generated your target keywords, and you are able to rank them from most important to least important, you are ready to start taking action. We always recommend working with an experienced SEO consultant when it comes to updating your website for keyword optimization. Why? It’s easy to update content on your website incorrectly and have it affect your SEO in a negative way. Sometimes, you can never go back.
On-page Content
With your target keywords in hand, it’s time to optimize your website. From title tags to meta descriptions, work with a copyrighter or an SEO to generate effective content to refresh your website. This will be essential for reaching deeper into your current keyword pockets.
Blog Content
Hashtags Across Social Media
4. Monitor Your Changes & Revert If Needed
5. Create A New Keyword List & Repeat
