Campbell's - SEO - Request For Proposal Example

Editor's Notes

• #5: “Reprise is built to put the consumer first and use data to help consumers find the data you’re looking for”
• #6: “We’re part of a global network – which means we’re drawing insights not only from the Canadian market but global best practices for a global industry.”
• #7: “Our staff has supported other CPG clients in improving their search, and though our joint partnership with Google and vendors, we’ll provide best in class service to drive results”
• #10: “First we’d like to show your our process and our thinking to better understand how we can drive value…”
• #11: “For every task we train our staff to work with a lemniscate framework, taking you from goal to iteration”
• #12: “At the executional level, we’ll provide you with copy and paste changes, to minimize errors and internal costs…. Using a 200 point auditing process”
• #13: “We also understand SEO is a never ending process, to help you get the most out of your investment, we’ll weigh our decisions by impact, results, and scale.”
• #14: “So lets dive into the two key sites, that are central to your ask…”
• #15: “First up, Cook With Campbell's – where we’ll be looking at the broad appeal and application of the brand.”
• #16: “To set a baseline right now, Cook With Campbell’s is composed of over 450 recipes, 7,500 keywords and 70,000 equity passing links to the web at large.”
• #17: First lets ground the conversation in the key tasks that you’ve assigned.
• #18: “Cook with Campbell’s is an incredible platform with a potential to drive real meaningful consumer interactions. You’ve told us your goal is to grow that platforms ability to connect with consumers by 30% in 2017”
• #19: “Getting to 1.5 million new transactions means we’ll have to understand the consumer and brand in a meaningful way. What insights can we use to get from here to there?”
• #20: “We’ll cover these key areas in a bit more detail, but these are the four key points it’s essential to keep top of mind.”
• #21: “Campbell’s has every right to dominate the recipe category. From stock bases to creative cooking, since WWII the brand has owned the branded recipe space.”
• #22: “It’s also a category that has shown no signs of slowing, consumers demand for recipe and food content is still growing on pace with your traffic goals.”
• #23: “Even so it’s essential to understand that that same demand has driven consumers to become much more granular in how they search for recipes. It’s not just pasta it’s rigatoni, it’s not just soup is Pho. That’s a granularity we need to optimize for.”
• #24: “It’s also essential to understand that when it comes to searching, both the signals our content sends and how content can be consumed have grown exponentially”
• #25: “YouTube content alone now accounts for 1/6th of all the searches consumers make…”
• #26: “Insuring our content is marked up to meet these multi-media signals and structured data touchpoints is key. Here we can see the shear volume of indexed rich media content that comprises 1/10th of all searches that reach All Recipes”
• #27: “Marking up this rich media has also become even more important as consumer reliance on their cell phones grows. Today 80% of people will turn to a mobile device to answer a question, even when another device is accessible.”
• #28: “In internalizing this data, we’ve boiled down these learnings into a key sentence on our path to success – ‘Campbell's key consumer demands a recipe strategy that is; mobile first, visually compelling, and hyper targeted to specific trend driven demands.”
• #29: “So how do we bring that sentence to life?”
• #30: “Let’s start by looking at the challenges you identified in your briefing? Historic fragmentation, optimization not included at launch, a lack of long term SEO strategy, are all challengers that if we over come can help us reach you’re goal of 30% growth YOY”
• #31: “We also need to understand that for our strategy to be truly meaningful, it needs to have a focus on the long term vision of the brand. Trends in the food space come and go, as consumers tastes develop and as their exposed to new ideas.”
• #32: “Our strategy needs to include three key tactical considerations. First – how do we unify your search management. Second – how do we ensure we capture all the Canadian traffic we can. And Third – how do we future proof our plan to continue to grow as market trends fluctuate… ”
• #33: “Now most importantly we need to bring our insights about – our right to play, the growing consumer demand for recipes, the importance of rich media and mobile first think… and tie them to your need for teamwork, optimization, and future proofing…. What’s the big idea that brings it all together?”
• #34: “What’s old is new again. We need to take the fabric of what’s worked for a 100 years – and re-commit to it in the digital age. We need to treat every recipe as a card, an individual unit, or asks a consumer might have… in 2016 our phones have become our recipe cards…”
• #35: “Card based design is about breaking down every compete recipe or though into a single indexable, insertable item. It’s about planning data and formatting, to help presentation in the short term and discoverability in the long term.”
• #36: “So let’s talk about we execute that big idea…. After all an idea is nothing without a great execution.”
• #37: “Let’s first look a the challenge of capturing Canadian traffic – today our servers are located a significant distance from the key consumers we serve. While not a deal breaker in search, when it comes to a fast and relevant search experience, closer is always better.”
• #38: “Next – lets work cross boarder – using language and region tagging in both the US and Canadian sites we can prompt google to send the right user to the right page based on their location – in this example we have Canadian, French Canadian, and US sites set to their correct region, including an X Default which means if a unique request comes in, and the Canadian site doesn’t have the relevant content, the US site will still show ensuring we’re capturing the users interest.”
• #39: “server and language tagging is part of a bigger task that will scale rankings and traffic site wide… (CLICK) … right now site speed for mobile users is slow – that latency in loading is punished in search visibility, and right now at can be done to win more of that mobile share simply with a faster loading mobile experience.”
• #40: “Beyond site location and site load times, its essential that we align to the highest performance keywords in SEM. It’s a window into the ideal searches and moments where consumers feel Campbell’s is most relevant to their lives and want to opt into engagement with the brand.
• #41: “As we align SEM and SEO performance goals and keywords, we’ll also look at the specificity of those optimizations. A process that will help you tap into the changing language that consumers are using when they search. In this example we can the granularity of pasta searches by noodle type vs. the broad head term of pasta currently optimized on Campbell’s “
• #42: “As we map keywords and to pages & recipes, we also have an opportunity to help lower the cost of content creation by identifying global recipes we can borrow from the Campbell’s network. We’ll identify these pages / recipes and help you identify the content your missing that could help improve search if brought to the Canadian search ecosystem”
• #43: “As we look for more content – in other markets – we’ll also have to look at how we optimize the incredible YouTube content you’ve created – this channel and younger consumers ability to discover this content is going to play an incredible roll in building a relationship with this new younger demographic.”
• #44: “Finally as our relationship develops, we’ll work to support your PR and social teams, since their work has a huge impact on good SEO indexability (if preformed in an integrated fashion)… an excellent example of this is the location data and relevance that your every day gourmet and Cantina programs can bring to search.”
• #45: “Finally we’ll measure the impact of these efforts.”
• #47: “Obviously the scope of this 3 year transformation and growth plan is a bit much to cover today…. We wanted to walk you though the first 180 days what we plan to do and how…”
• #48: “In the first 60 day’s we’ll align to your goals, and become experts in your brands vision. We’ll also take this time to work on the saleable server and CMS platform fixes that can have the largest impact on your traffic.”
• #49: “We’ll walk you though the following, onboarding, tooling, a 200 point site audit, the support of recommendations from that audit, and quality assurance on all the infrastructure changes we make.”
• #50: “We’ll also set up reporting tools, and map the keywords that matter most to the pages that are most relevant, recommending and making content changes to improve visibility where it matters most… to the consumers searching for the brand.”
• #51: “This process will include, bench marketing, ongoing content optimization, presentations identifying new content opportunities, as well as the auditing of YouTube we mentioned earlier and supporting best practies in your new site search functionality.”
• #52: “Which brings us to… the second property you challenged us to solve for…”
• #53: “For context, here are some of the essential stats that are impacting your SEO visibility today. Campbell’s is a large site, with a strong ranking for branded terms and a high amount of talk value for a digital branded property. ”
• #54: “Again… Let’s look at the task you set out for us….”
• #55: We’re looking for a 15% growth over the 3.5% loss the brand is currently experiencing…. So we’ll call it 15% and aim for 18.5%”
• #56: “Next what do we know about Campbell’s as a branded property”
• #57: “We’ll cover these key areas in a bit more detail, but these are the three key insights we’ll look to cover...”
• #58: “It’s essential to accept, that even if we’d didn’t seek to reach a younger audience – we’d still have to start thinking mobile first, as younger mobile first consumers age into our core demographics.” See age break out in appendix.  The majority of visits come from 55-65 year olds. Only 15% are millennials.  82% female and 18% male. While 50+ female are our core market, we are not penetrating our millennial market as expected
• #59: “Next it’s important to recognize and remember that even though we’re experts in Campbell’s brands. Every day there is a new consumer who’s asking a question about the brand for the first time. It’s essential that we identify all the questions we need to answer, and answer those questions though our branded lens and brand position.”
• #60: “Additionally, how can we look cross channel to enhanced not only our SEO but our consumer communications. Today there are updates, and news items distributed on Facebook, that aren’t replicated on site where yearly news updates are the norm….. Since only 62% of people get news from social media like Facebook – it’s essential that we serve the other 38% of potential consumers.”
• #61: “Next let’s frame those insights in context of your brand challenges…”
• #62: “So what challenges are keeping us from our goals…. Mobile adoption, competition from the US, and a fragmented site ecosystem….. It might sound scary at first, but every challenge is an opportunity in the right light… ”
• #63: “So… if we’re going to find 15% growth it will be essential we…. ONE Support from the early stages your new mobile site partner other site stakeholders, TWO put Canadian eyes on Canadian content, and THIRD, consolate all our traffic and communications onto a single platform.”
• #64: “So… what’s the big idea? What’s the future of Campbell’s brand prosperity in the digital space?”
• #65: “We Need To Become A Single Source Of Truth For the Canadian consumer… a one stop location for all their product questions, and brand interactions.”
• #66: “So how do we get there…”
• #67: “Start by mapping and redirecting the 197 broken links and lost pages on that have occurred… connecting them to the most recent and most relevant content”
• #68: “We look to slowly map and phase out mico-sites, redirecting their content back onto the Campbell’s central site location. A single site, and a single source of truth will help us rank for more and rank better over all a strategy that’s only possible with a mobile first home page.”
• #69: “In modernizing your digital property we’ll also work with your RFP selected development agency to improve mobile performance according to best practices from Google – today’s site raking of 42 out of 100 ranking for mobile friendliness is most certainty impacting rankings. Our goal should be a benchmark of 80 for the new site if not better.”
• #70: “It bears repeating that our biggest competition should be Knorr, Amy's, Presidents Choice… NOT Campbell’s in the US. Until we work cross boarders to implement correct traffic tagging we’ll continue to suffer a loss of traffic to US markets.”
• #71: “With both Campbell’s or What's in my food (depending on changes to the development plan) – we’ll need to address not only the 100 missing meta discriptions, no included on these sites but address the 500+ other pages which can be optimized for search authority and relevance.”
• #72: “In addition we’ll need to address rich media assets, insuring that images rank for the key terms relevant to all our products and initiatives. In the second screen here we can see the only ranking entry under “food bank usage Canada” is the mommy blog Juggling Mama. – this is a great initiative Campbell's should rank for wherever possible – or to put it another way, when we do great things we should make sure people hear about them.”
• #73: “Finally we’ll measure the impact of these efforts.”
• #76: “Now lets look at what making these implementations happen means to the first 180 days with the account.
• #77: “A big part of getting the most out of the future, means understanding what we have today…. That means mapping traffic and making the quick short term changes that can have the largest impact on the site today. Doing so will also allow us to shape a content strategy of keyword gaps and opportunities to expansion.”
• #78: “In the first 8 weeks complete this process from onboarding to audit… now on to the more complex element of Campbell’s Soup Dot CA…. Becoming fully mobile & fully responsive.”
• #79: The biggest challage here is aligning two unknowns – you’re new search partner (hopefully us) and you’re new mobile/responsive development agency. Once we
• #80: “We’ll look to bring our competitive insights and content strategies to the table early, helping inform key design decisions with your other new agency as early as possible. Giving them the data to help them make the best possible decisions on the pages to keep and how to structure key content areas. Then since any new site or change of this nature can impact traffic – we’ll support the site as it develops ensuring that when the new product launches it’s already preforming with high SEO benchmarks.”