We worked closely with Johnson & Johnson brand teams to set highly measurable KPIs across each brand, ultimately looking to drive increased organic traffic volumes.
The KPIs were:
- Ensure 50% plus of chosen keywords rank on page 1
- MoM increase in impressions and clicks
Secondary KPIs like bounce rate, time on site, page views etc. were closely monitored as they act as indirect SEO ranking factors.
We followed a lengthy and detailed process for each brand, fully auditing their current approach to SEO, content, technical setup, detailed keyword research and competitive analysis.
Technical Audits: In-depth technical audits were carried out to improve the Google-ability of all regional brand websites, which included site architecture changes, header tag hierarchy, website speed etc.
Keyword Research: Across brands, we ran a detailed keyword research and user trend analysis in order to drive strategic content roadmaps for each brand
Content: Keyword research showed that search volume was high for lifestyle content and solutions/problems related content. For each brand, we created a content calendar that mapped content articles and keywords to ensure we were aligned with consumer search activity and core brand messaging