Summary
Emphasis on Quality and Less on Quantity - 108.02% Increase in Organic Pageviews
Challenge
McDonald's Blog, a flagship brand owned by McDonalds, is a leader in the Fast-Food restaurant category. They have multiple domains and they wanted to rank Mcdonald's blog for the Brand queries in the top 5 Google results. We have found that funnel pages really need a good content and a handful of quality links to rank well, and from there, positive engagement signals would further validate the page as an authority in the eyes of search engines.
Objective
While the brand has awareness and launching meals, offers, and new product time and again. Our objective was to not only build awareness for the upcoming launch but also build consideration for the McDonald's blog brand. They want to rank and drive traffic with the branded terms and compete with their multiple domains along with Big brands like Domino's, KFC etc.
Strategy
Search Intent Optimisation: Supply Relevant Content to Meet the Searches of your Target Audience In order to provide the most value to the audience, we need to consider the search intent behind what those potential customers are searching for. Considering that we created a comprehensive content strategy around non-brand keywords. By building content that would best answer searcher intent and needs, we set our pages up to be successful in the SERPs. We identify keyword buckets that - Commercial (Brand and Services related), Informational and Transactional keywords, that would bring organic traffic to their blog pages. We had two options - Either we can create something different or can create something better. We choose to create better and generate content around burgers, veg-burgers, non-ver burgers etc as per user interest and link them with the McDelivery website to order the product. Link building and the right content creation help us to achieve desirable results.
Data
The major focus was to capture the new searches which were coming up post new product/meals launch - BTS meal, Rashmika's meal. As the impressions were rising on monthly basis we optimized the McDelivery website landing pages for both the meals and planned multiple blogs around those meals. We saw tremendous growth in the rankings and website pageviews which ultimately improve conversion - Users land on blogs and redirect to the McDelivery app/website to buy the meals.
Solution
Results
172.23% Increase in Organic Traffic 186.6% Increase in Organic Users 183.06% Increase in Organic New Users 108.02% Increase in Organic Pageviews Few keywords display in the featured snippet
