Baking Mad, a UK-based baking community owned by Silver Spoon, sought to improve monthly traffic and become the leading UK recipe website within the organic landscape. The challenge was competing against established large scale cooking/baking websites (e.g.. BBC GoodFood, Jamie Oliver).

Increase organic traffic to improve brand awareness of British Sugar Products (e.g.. Billington's, Allinson). Ensure higher ranking SERPs for seasonal holidays (e.g. Christmas, Easter). Assist with brand PR campaign promotion in organic search.

To achieve our objectives we combined both SEO and PR strategies; with the use of seasonal keywords, social media stats and creating hampers we would be able to accomplish both SEO and PR goals. Part of this campaign also included competitions and prizes, which again, led to bloggers showing a huge interest and engagement in the brand.

Due to our outreach campaign, Baking Mad received 3,378,380 visits as a result of organic traffic as opposed to the 1,739,707 that it received during 2013. This is an increase in organic traffic of 94%. During 2014, the numbers of keywords ranking on the top 3 pages also increased dramatically. From 89 keywords ranking on page one at the beginning of the year, Baking Mad ended the year with 282 keywords ranking on the first page.

Seasonality worked perfectly for this as search data showed phrases such as 'cakes' and 'cupcakes' correlated highly with seasonal trends such as Valentines and Easter. We knew if bloggers enjoyed working with Baking Mad, they would be highly likely to utilise the Baking Mad community and advocate it to their own.