Increase in organic search impressions.
Increase in organic search traffic year-over-year.
New page 1 rankings for highly coveted non-brand keywords.
Established in 1951, Hickory Farms is a 69-year-old iconic brand best known for their classic meat and cheese gift baskets. In 2020, they embarked on an initiative to modernize their business model through a digital transformation, ultimately shifting from a predominately offline business (catalogs and kiosks) to focus on their eCommerce marketing channel.
The online gift basket category is highly competitive, especially around peak Holiday seasons such as Thanksgiving, Christmas, Mother’s Day and Father’s Day as well as special occasions such as anniversaries and birthdays. To increase awareness for their diverse offering through search results, it was important for Hickory Farms to be present on page one results for this saturated and competitive category.
Through a series of research exercises, the solution to Hickory Farms’ challenges took a multi-faceted approach:
Essentially, Hickory Farms needed to refine their site content to better match a person’s intent when searching for gift basket products online. To do this, Hickory Farms focused on the following initiatives:
“NP Digital team helped us change our approach to digital marketing. They are a great agency, and the team supporting us is exceptional. They are all experts in their area, diligent, and manage all the projects with a sense of urgency.”
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