Situation

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.

Objective

Reach an increased volume of cereal fans online with the product and company information they're searching for while providing a positive website user experience.

Approach

We put our expertise into action through a long-term website optimization strategy that incorporates technical SEO, on-page SEO, and off-page SEO:
• Ran quarterly page speed audits and made technical updates to improve load times and core web vitals.
• Conducted competitive and branded keyword research using Semrush to identify opportunities for existing content optimization and new content topics.
• Selected target and related keywords for each webpage based on their search intent and optimized meta tags, image alt-text, and copy, and implemented strategic internal linking between pages.
• Developed a robust backlinking strategy to increase domain authority and create a seamless experience for users.


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.

Organic search traffic improved by 55% in one quarter Exceeded corporate page views goal by 123% Share of Voice increased by 29% for news release keywords