Need to Know
- Northern leveraged search engine optimization (SEO) and content writing to drive significant organic sessions to Trudell's eCommerce platform.
- The new content created opportunities to target, educate, and nurture top-of-funnel visitors.
Trudell Animal Health helps pets live happier and healthier by providing safe respiratory disease management for cats, dogs, and horses throughout Canada, USA, and Australia. Its easy-to-use medication chambers allow pets living with respiratory disease to receive the treatment they need without the side effects of oral steroids.
As Trudell Animal Health sought to expand its digital presence, it was imperative to invest in organic traffic and prioritize search engine visibility through improved rankings on search engine results pages. With less than 30% of existing site visitors attributed to organic search on-page optimizations, Trudell Animal Health needed to demonstrate online why it's one of the leading authorities on pet respiratory health. Battling an overall lack of awareness surrounding Trudell Animal Health products and the respiratory issues they treat, creating educational content was identified as a vital tactic to inform and guide users towards eventual purchase.
The team at Northern Commerce established opportunities to educate and raise awareness around Trudell Animal Health products, focusing specifically on feline health, building an organic content strategy around them. Trudell Animal Health answered questions that focused on available treatment options by creating educational, scientifically-supported content about feline asthma and respiratory illness.
Targeting high-volume cat-related terms and queries allowed the client to deliver relevant insights and drive traffic to its site. The content served as a first touchpoint and awareness campaign, generating opportunities to nurture leads and introduce potential customers to the product. It allowed Trudell Animal Health to build trust and authority in the feline health space, ultimately leading to more brand visibility and purchase conversions.
Northern invested in an educational campaign to capture the top-of-funnel audiences via the following tactics:
- Targeted keyword research
- Topic identification targeting the top-of-funnel and mid-funnel audience intent
- Advanced research to medically support content
- Create optimized articles and HTML content
- Leveraged industry experts