Delicious Success

Conagra's meal-planning website, Ready Set Eat (RSE), which features recipes implementing ingredients from all of Conagra’s 70-plus brands, faced declining traffic and engagement. Although the site was loaded with a variety of recipe and article content, it did not capture the cravings of consumers, and any traction was short-lived. Conagra was hungry for solutions and reached out to VML for a gourmet plan to turn things around.

With the key objective of increasing website traffic, VML audited the site for improvement opportunities that would substantially move toward the client’s goal. The audit determined which content could increase traffic with very little effort, which content was relevant but wasn't performing and needed adjustment, and which content could be removed completely. Keyword optimization, as well as internal linking opportunities, metadata quality and user experience were also studied. Additionally, VML researched popular trends for timely content opportunities and audited competitor websites for comparison. Once the data was analyzed, VML put together a strategic content plan that wowed clients.

Once the overall plan was set, the team got cooking. Keyword research was performed for content that needed refreshing and for net-new content that needed to be created. SEO specialists provided recommendations for performance content writers and user experience designers, who worked together to create optimized, engaging and eye-catching content focusing on timeliness, relevance and consumer needs. Internal linking strategies were implemented, and updates to metadata and alt text were made. A sampling of articles was chosen to track engagement and performance. The end results would inform the content creation process going forward.