If your cheese company has a website, you may have invested hours of effort or lots of money to get your products into the online space.
Having done that, the next step is usually to increase sales from consumers and/or leads from deli’s, farm shops or foodservice restaurants.
At Online Growth Guru Ltd, we have researched the cheese businesses who are succeeding online and we share with you here, what they do differently.
There are 5 basic actions, which are all covered in more detail in this article:
- They have optimised for full accessibility by Google search engine
- They prioritise content that matches a searcher’s intent to buy
- They create brilliant content
- They promote it & understand content is GOOD but promotion is KING
- They monitor 3 Key Performance Indicators
So, let’s dive in.
Step 1 | They optimise their code for full accessibility by Google
This is the least exciting part, but the most essential. For every product that is added to a website, Google makes 200+ checks to decide whether it should trust and list it for a specific search term.
Successful cheese businesses fully understand that to succeed, they need to show up in Google when someone searches for all of the following:
Buy Cheese Online and
Buy Blue Cheese And even
Buy Cornish Cheese in the UK Online
– the list is endless.
Therefore, every single navigation page (e.g. About Us), product and category page on their website has been built to fully meet Google’s 200+ guidelines.
So, Google can now send visitors directly to the relevant page on their website, that exactly matches a searcher’s query.
They also realise this is even more important when the user searches for a very specific cheese product such as: antiche bontà mozarella di bufala campana
They know there are multiple benefits to optimising their code before promoting through other online channels – the main ones being:
- They can be listed for hundreds if not thousands of different search terms in Google
- They significantly reduce their Google PPC paid advertising costs
- They’re able to create hugely targeted adverts and updates on Social Media
After optimising the code, the move on planning and creating content that is targeted specifically to a market segment.
Keep reading to see how they do it.
Step 2 | They prioritise content that matches a searchers’ intent to buy
This is where things get interesting.
The successful cheese businesses understand that behind every search in Google is a user’s desire to find (and often buy) something very particular.
The searcher might have a high intent to buy but sometimes they don’t.
So, the most successful businesses plan their cheese relevant content, in a way that they can be listed for information style search terms where the customer is likely to have a strong intent to buy.
Here’s an example to clear things up:
First, we’ll start with a search where the user has a LOW intent to buy.
Imagine someone searches (or even voice searches) in Google for:
“Is cheese bad for you?”
Then, they are probably not going to read an article and think – “Okay great, now I will buy my cheese.”
In fact, they will probably find the information and move on to what they were doing in their lives. Something that probably didn’t involve buying cheese.
However, when a Google user searches for:
“Which cheese is best for fondue”
Well, this could be someone holding a dinner party at the weekend, they are willing to order some of the best cheese around. You also sell the best cheese for fondue
That’s means the searcher has a high intent to buy. So to make more sales, they target this search term as a priority in their blog content.
In fact, they take this one step further and seek out these types of search terms which are popular search terms but have have low competition. Meaning their page will get listed on the front page of Google much faster than other pages on their site.
And that’s how they plan.
Step 3 | They create unique content
Of course, their content is created and published, then optimised to meet with Google’s 200+ checks. But there is so much more to getting listed than just abiding by the rules.
Here’s what we found the successful businesses are doing when they create their own content with a view to exceeding Google’s guidelines.
1. They Create a core focus
When adding a piece of content to their website, they focus on a very specific subject and write for a very specific audience. For example, some cheese companies may target farm shops, delis, foodservice or consumers.
Therefore, each of these audiences have very different interests and intent in their searches. So, one article is written for one target audience.
2. They Build Excitement
Content online usually helps the reader make decisions that are going to change their lives for the better.
Writing content is much more exciting when you show your passion through your words.
You, the author, are excited about giving it to your reader. In turn, the reader thanks you for publishing it and even recommends it on social media.
The bottom line: successful businesses are excited about the content they create for their reader. And the reader is excited to read it.
3. They know their customers challenges and best Solutions
Writing content is the perfect opportunity to influence your visitors into buying your products.
What separates great from good is the ability to share information about their own products while offering an unbiased solution to their readers challenges.
That’s because the advice comes from the years of experience and intense research into their target market.
4. They include links, videos and photos
They are not afraid to reference other websites on their article page when it adds value to their reader. That’s because they know it helps to maximise the value to their readers by doing so.
Even by doing all the above, implementing the next step is how they truly maximise their chances of being listed on the front page of search engines.
Step 4 | They promote every article they write
The successful cheese businesses don’t just create content and wait in the hope that it goes to the front page of Google.
They fully understand that content is GOOD but promotion is KING
In fact, they actively promote every piece of content to other website owners.
They find and send emails to bloggers with similar content to request a reference to their website.
They also build relationships with real authors across the web who have the ultimate power to help grow their visibility both online and on social media.
Step 5 | They Monitor 3 Key Performance Indicators
There are 3 key performance indicators which the successful cheese businesses monitor
By monitoring the impressions, they know that Google is displaying their website’s pages more and more. When working to grow their sales, they always look to increase the number of impressions
Although impressions are important, they also know that they need searchers to click through to their website if they are going to sell anything. So, they monitor clicks too.
Click Through Rate
This one is monitored as a percentage. It’s the number of times their website is clicked on divided by the number of impressions. That’s because the higher the click through rate, the higher they are being listed on the front page of Google for different search terms.
Does all this seem overwhelming to you? Keep reading to see how you can act now and start increasing your own cheese sales online.
If you already have lots of products and are unsure where to start. Have a read of this article from Specialty Food Magazine – 9 Ways to sell more cheese