Customer insights

Arla Foods reached their most relevant in-market customers through SEO

Leveraging the power of SEO by creating relevant and inspiring content based on the primary audience's search behaviour, Arla increased monthly organic visits from 0 to 15,000+ in only six months.


Arla Foods amba is a Scandinavian multinational cooperative based in Viby, Denmark, and the largest producer of dairy products in Scandinavia.


Arla turned to s360 as they wanted a better understanding of the search behaviour of their primary audience in the US and UK, and develop a cost-efficient and sustainable SEO strategy, to reach their most relevant in-market customers at the right time, with the right content.


In only six months, Arla went from 0 to well over 15,000 monthly organic visits – 250 per cent above target. 85 per cent of the top 50 Google organic search positions are now from “A World of Cheese” by Castello.

s360 has been a vital partner in our Castello Cheese search strategy and has shown excellent capabilities in both planning and executing. We are seeing fantastic results and will apply the same strategy to multiple other brands. I've been especially impressed with their approach and capabilities within search strategy, technical analysis, keyword, intention group and content gap analysis combined with mapping and content production – a truly holistic 360 degrees approach to closing the content gap for Castello. With a strong search agency like s360 behind me, I have been able to take search to the next level and truly benefit from this cost-efficient long-term strategy to reach highly relevant and in-market consumers through organic traffic.

Anders H. Kristensen, Global Search Manager

Arla Foods


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 it’s 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 for information around the different types of cheese.


Mathias Hillerup Larsen, Partner
+45 2327 5245
[email protected]

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