Project Overview
The project was to improve the search engine optimization (SEO) of Founders’ Dairy, a specialty foods retailer located in Burlington, Vermont, USA. As part of the digital marketing team, my task was to update the page titles and meta descriptions of two pages on the website: the product page for buying cheeses online and a page of recipes that use Founders’ products. The goal was to accurately reflect the website URL and page content, and accurately summarize the content of each page in order to increase visibility and click-through rate from search engine results pages.
Project Execution
I began by reviewing the current titles and meta descriptions of the two pages on the website. I then reviewed the content of each page to ensure that the new titles and meta descriptions accurately reflected the website URL and page content. I highlighted the unique selling points of the cheeses such as variety of hand-crafted cheeses and best-selling smoked cheddars, and the pairing options with complementary products such as crackers and jams.
For the recipes page, I focused on the variety of recipes available, including appetizers, soups, entrees, and desserts, and highlighted the time-honored recipes from the Founders family.
Based on my research and analysis, I came up with new titles and meta descriptions for both pages. The new title for the cheeses page was “Cheese Lovers Rejoice: Founders’ Artisanal Selection Now Available for Purchase” and the meta description was “Experience the taste of traditional cheese-making with Founders’ hand-crafted selection. Our main product page features a variety of mozzarella, Swiss, goat, and blue cheeses, as well as our best-selling smoked cheddars. Pair your cheese selection with complementary crackers, jams, and more. Order now and taste the difference of Founders’ artisanal products.”
The new title for the recipes page was “Founders’ Recipe Page: Appetizers, Soups, Entrees, and Desserts” and the meta description was “Looking for inspiration in the kitchen? Our recipe page has you covered with a variety of dishes featuring Founders’ cheeses, jams, meats, and syrups. Explore recipes for appetizers, soups, entrees, and desserts, including time-honored recipes from the Founders family like macaroni and cheese and jam-filled sandwich cookies. Get cooking with Founders’ products today.”
Finally, I implemented the new titles and meta descriptions on the website.
Results
The new titles and meta descriptions were implemented on the website, resulting in improved search engine visibility and an increase in click-through rate from search engine results pages. The website’s overall SEO performance was also seen to have improved. This helped in attracting more customers to the website and increase the sales of the company.