Together with Arla Foods, we developed a holistic SEO strategy called “A World of Cheese”, – A content universe based on the search behaviour of Castello Cheese’s primary audience and Arla’s in-depth industry knowledge.

Our goal was to close the “content gap” and reach Castello Cheese’s most relevant in-market customers at the right time, with the right content and our starting point was an in-depth analysis of the search behaviour of Castello Cheese’s primary audience, including a technical SEO analysis, keyword analysis, intention grouping, content gap analysis and mapping.

Based on our newly discovered learnings about Arla’s primary audience and its search behaviour, we created content briefs for each page and produced engaging content while being faithful to Castello Cheese’s brand and tone of voice.

The project was taken from the cradle to the grave in less than four months. Shortly after it was published, Google started seeing it as one of the best sources of information about the different types of cheese.