About 1 percent of online searches are for recipes, but Land O’Lakes didn’t know it until Colle+McVoy and Nina Hale optimized the ton of content on its site to serve
up results. The strategy required optimizing each individual recipe, using Land O’Lakes images to promote the brand on social sites and inspire consumers to search for recipes. It also meant
implementing a schema per Google's instruction for rich snippets. In year-on-year results ending July 2012, the campaign drove 61 percent growth in organic traffic; more than 1 million new visitors;
95 percent growth in non-branded organic traffic; 41 percent growth in non-email referral traffic, including a 28,500 percent growth year-on-year from Pinterest referral traffic; and 89 percent
organic traffic growth year-on-year during the holidays.
Find the complete list of 2012 OMMA Awards Finalists
here.
Winners will be announced at the 2012 OMMA Awards reception in New York on
October 1,
2012