About
Charoen Pokphand Foods (CPF), the world’s largest producer of feed and shrimp, operates integrated agro-industrial and food business with its objectives to provide products in a high quality, environmentally and socially responsible manner.
Charoen Pokphand Foods Public Company Limited is a company of the Charoen Pokphand Group.
Industry
Agriculture / F&B
www.cpfworldwide.com
Challenge
Charoen Pokphand Foods, who has been determined to fulfill their vision of becoming the “Kitchen of the World”, has consistently looked for ways to raise their competitive edge.
As the CPF Worldwide website housed important content and material including sustainability initiatives, annual reports, and investor information – driving high quality and targeted website visitors from search engines became increasingly important. Ensuring content was being consumed and downloaded by a large and relevant audience became a primary KPI.
Solution
An initial scan & benchmark Campaign Sherpa SEO Audit report provided a foundation for Search Engine Optimization improvement for CPF. The comprehensive report, detailing deficiencies across all important SEO aspects, served as a roadmap to success. After prioritizing SEO issues, including page title length optimization & building high quality external backlinks, the multilingual Sherpa professional services team helped implement an SEO strategy that adhered to best practices, aimed at driving high quality organic website visitors.
Results
The benchmark SEO score for CPF in March 2019 was 52/100. Following the Campaign Sherpa-led SEO implementation, by September 2020, the SEO score had improved to 82/100, an increase of 30 points.
The increase in overall SEO score for CPF correlated with an increase in organic website traffic of 52% year-over-year (YOY), when comparing the post-SEO timeframe to the period immediately prior.
Additionally, user behavior metrics and key event KPI’s increased, including a 45% increase in sitewide PDF downloads from organic search visitors – indicating that the additional CPF website traffic was targeted and relevant.
