Case Study:
Consumer Packaged Goods Regionalization

Challenge

As part of a North American brand, the client’s site was an exact mirror of the U.S. version of the site. Because of this, the Canadian version of the site had regionalization issues within the Canadian search engines. Overall, the site lacked a presence across each of the engines tracked for organic search here in Canada.

Strategy

In order to address the issues for the site, Outrider Canada worked to “de-mirror” the site from its optimized U.S. version.  Recommendations included:  Proper tagging of all images on the Canadian site, using Title tags – which reemphasized that the site was the Canadian version, optimizing headers, implementing proper redirects to redirect users to the appropriate Canadian content, implementing an XML sitemap to allow the changes implemented – as well as all content on the site – to be found and available for indexing.

Results

357% Increase in Visibility

Overall rankings grew 357% and the number of keywords the site was ranking on grew 100% from baseline till the end of the second year of the engagement.

Canadian Visibility Up 926%

Visibility in the Canadian-based engines grew 926%. The site now has a presence in Google Canada, where it was not ranking at the start of the engagement.

216% Increase in Organic Traffic

Organic search visits grew 216% year over year