HiPP
Driving digital performance for HiPP Organic with integrated search engine marketing tactics
In today’s digital age, where information is at our fingertips, it’s crucial for businesses to stand out and make their mark online. For HiPP Organic, a renowned provider of organic baby food and formula milk, this challenge was magnified due to the highly competitive nature of the baby food industry.
The HiPP Organic team approached The PHA Group to enhance their online presence and boost their organic performance, whilst elevating their brand awareness. Our SEO and PPC team stepped into revamp HiPP Organic’s digital presence, focusing on organic and paid search performance.
Through thorough content and technical audits, our SEOs identified various challenges which were causing hindrances to HiPP Organic’s online performance. These included duplicated blog and formula milk content, and a limited content management system (CMS). We found that these combined constraints caused optimization difficulties.
To overcome these challenges the digital team created a bespoke integrated strategy targeting three key elements: technical, content, and relevant traffic from PPC.
Duplicate content can severely harm a website’s search engine rankings. By fixing these issues and implementing a robots.txt file to enhance crawl efficiency, we tackled the problem head-on. Through quick win implementations, we saw an impressive 64% increase in the number of organic keywords ranking on SERPs.
To establish HiPP Organic as a thought leader and increase brand awareness, we worked with the client to produce content that was both useful and engaging. This content needed to appear on search engine results pages (SERPs) when users were searching for useful articles around pregnancy and baby development.
The SEO team conducted in-depth content audits and competitor analysis to identify untapped content opportunities. Keyword research played a pivotal role in identifying content that needed repurposing and new content opportunities. We worked closely with the HiPP Organic team to create in-depth content briefs, helping ensure that the content produced was not only high-quality, but also aligned with the brand’s values and mission.
Whilst the SEO team was working hard to bring the keyword rankings up and ensuring the content is relevant (and helpful), the paid search team got to work in improving the paid traffic.
During the audit, it was discovered that average impression share was 19%, while CTR was averaging around 5%. The ad copy followed Google’s best practise and had a ‘good’ ad score but, when shown in the SERPs, made little sense due to excessive duplication in headlines and descriptions.
This was not helping support HiPP Organic’s level of expertise or user experience from a Paid Search point of view.
Using keyword research, we set about restructuring the account. We conducted extensive reviews, ensuring that not only did search terms meet compliance requirements but that they would support the SEO effort, helping HiPP dominate the SERPs. We used the SEO content research and re-wrote the ads so that they made sense to the user of the SERPs rather than pleasing the Google algorithm.
Integrating SEO and PPC strategies has transformed HiPP Organic’s online presence in the competitive organic baby food and formula milk market and increased its online visibility.
This partnership between HiPP Organic and The PHA Group demonstrates the importance of a comprehensive approach to digital marketing, where SEO and PPC strategies work hand in hand to achieve remarkable results. It’s a testament to the power of collaboration, innovation, and a deep understanding of the client’s needs in a dynamic digital landscape.
64%
increase in organic keywords ranking on SERPs
31.4%
increase in organic clicks
73%
increase in organic impressions YOY
56%
Generic Impression Share, up from 13%
50%
of Paid spend cut by refining key terms
162%
increase in traffic to Milk pages through non-brand relevant, target terms