Patisserie Valerie, partnered with Salience to aggressively grow their digital footprint following a landmark partnership with Sainsbury’s.
Like many digital campaigns, the goal is to acquire new traffic. However, we set a precedent from the start – no vanity metrics allowed. Traffic must have the intent to buy.
Following our discovery process, we identified a huge opportunity to implement 4 new site categories targeting high intent customers.
The categories were:
Throughout the implementation & launch, we held customer intent and user experience at the heart of our strategy.
Each new category needed a reason for its existence.
The copy was implemented on each page to highlight the brand’s history, unique selling points and delicious cakes. Written to be sincerely useful, while giving search engines a chance to recognise the page’s purpose.
The new rankings were across our new high intent categories.
We see P1 rankings on keywords like “baby shower cake” & “anniversary delivery” to have huge commercial and brand value.