The Florida Sweet Corn Exchange
is a collective of family farmers and distributors who produce sweet varieties of fresh corn in Florida in November through May. Their peak season is between April 1 and June 1.
That presents a challenge.
Its peak season is in the spring, not the summer, which is typically thought of as “in season.”
That put an even greater importance on organic search results in Google. It was imperative that its website—sunshinesweetcorn.com
—appeared in corn-related searches in Google.
Its agency, CRT/tanaka
, created a SEO campaign to improve the corn exchange’s Google results, which elicited fantastic results and won it the prize for Best SEO in PR Daily’s 2013 Digital PR Awards.
Traffic from search engines grew by 675 percent compared to the previous year, search was the top driver to the site during the campaign, it garnered 250,000 search impressions in Google, and the Florida Sweet Corn Exchange reported record-breaking sales figures for May 2013.
The agency’s SEO goals were threefold:
- To rank organically for “sweet corn” related searches in Google to drive traffic to the Florida Sweet corn Exchange website.
- To drive traffic from Google to the site for “corn” related searches.
- To generate impressions in April and May for the Florida Sweet Corn brand.
CRT/tanaka determined that sunshinesweetcorn.com should get optimized for organic search terms related to sweet corn and use Google AdWords to appeal to broader corn-related searches.
It first conducted keyword research to see what sweet corn searches were occurring on Google. Creating keyword-rich content was the first step. The second was to grow the exchange’s backlink profile to ensure stronger rankings. The agency created a guest blog post strategy to promote the sunshinesweetcorn.com content.
Having sunshinesweetcorn.com optimized for “sweet corn” content didn’t really provide the opportunity to rank for more general “corn” searches, as a searcher could easily use sweet corn in place of regular corn.
To accomplish that goal, CRT/tanaka set up a Google AdWords campaign to target searches that originated east of the Mississippi River, where Florida Sweet Corn products would be for sale. It then set up 20 different ad groups that used unique keyword matches and ad copy.
For example, its website would show up for searches for “corn salad” and “sweet corn salad.”
The SEO campaign was a big success and accomplished all its goals.
Visits to the site via organic search grew by 129 percent compared to the previous year, its “sweet corn” ranking went from 17 and now averages about fourth on Google, 10 pages rank on page 1 of Google, 500 different search terms drove traffic to the site during April and May of 2013, and much more.
In terms of paid search, Google AdWords generated 6,400 visits to the site and 215,000 impressions in Google, and 70 percent of AdWords traffic to the site came from searches that didn’t include “sweet corn” in the query.
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