ENCORE

01. Background

Encore is a global pet food brand made with 100% natural ingredients. Originally for the UK grocery market, Encore is now sold around the world to welfare-conscious pet owners interested in feeding their cats and dogs the very best in nutrition, naturally.

From an SEO perspective, Encore’s overall backlinking profile was not very competitive in comparison to other cat food brands on the market. A stronger Domain and Page Authority was needed in order to increase overall brand presence and search visibility across the organic landscape for relevant short-tail and long-tail keywords. Ultimately, the brand needed to produce a high level of optimised content to secure the volumes of available traffic for relevant long-tail keywords. After an initial analysis, it could also be seen that Encore could capitalise on a range of organic opportunities to help boost organic CTRs, brand awareness and purchases year on year. 

Encore was also looking to launch a new site, therefore, it became important to carry out some initial SEO optimisation to ensure that any valuable SEO assets were carried across to the new site and that the new site was healthy from a technical SEO perspective. This was crucial to ensure that the site wouldn’t be penalised by future Google algorithm updates. 

Furthermore, from analysing industry insights, it became clear that most users were native to sites outside of Google Search. Although Encore has a good idea as to who the target audience was, having only dabbled with paid advertising in the past, a great deal of audience targeting had not been fully utilised or explored, therefore there was a huge window of opportunity available for the brand to increase awareness around the new site and branding amongst a hyper relevant audience online.

02. What we did

Conducted an in depth analysis leveraging data-driven insights to help inform the SEO and Paid advertising strategy. 

Carried out a technical SEO audit to address technical SEO issues and ensure that the site could be crawled and indexed effectively, with minimal errors being reported. This included providing guidance around the new site structure. 

Deployed a robust backlinking strategy to increase the total number of authoritative external equity passing links to the site, with the aim of increasing Domain and Page Authority. 

Regularly created blog articles to help increase organic traffic, organic CTRs, increase keyword rankings for long-tail search queries, and achieve placements in Google featured snippets.

Created detailed online audience profiles to inform targeting across paid advertising channels and enable us to deliver very direct messaging to users based on their needs and interests, delivering a very personalised approach. 

Carried out A/B tests to help underpin the most engaged audiences online. 

Increased brand reach and awareness amongst the target audience.  

Developed and revised advert creatives to improve engagement amongst users.  

Continually refined and developed the most relevant and engaged audiences to further optimise CTRs, whilst reducing CPCs. 

Implemented effective remarketing across paid channels, delivering tailored ad messaging to nurture users through the marketing funnel.

03. What we achieved

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Increase in root domains secured prior to new site launch
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Increase in optimised content via meta & alt implementation
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Increase in total number of followed links
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Server errors rectified and a clean crawl resumed
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Increase in reach, vs. expected reach through paid advertising
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Increase in impressions, vs. target impressions through paid advertising
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Increase in engagement, vs. target engagement through paid advertising
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Increase in sessions through paid advertising