Purina: Microsite, SEO Strategy & Publications

Purina is positioning itself to win the pet care SEO game. One of my responsibilities as a digital content writer was optimizing existing articles and creating new ones that answer pet owner's frequently searched questions. This series features “Can dogs eat…” as a query.

One way the articles I wrote were leveraged was by housing them on the Purina “Pub Hub.” The content aligned with a theme each month and included SEO optimized articles. Paid digital media on social channels helped drive traffic to the page. The example above featured fruits in season for the summer, so I wrote SEO articles that centered on lemons, tangerines, strawberries, oranges and grapefruit.

The project was an ambitious one. To help ensure it's success, Purina partners with NEO (or NEO@Ogilvy) for expertise. The SEO plan, and overall migration of content to a Nestle-wide web template (Kraken) was divided into waves and batches with aggressive timelines. In order to craft accurate content that the Purina regulatory team would approve, my writing process consisted of:

• interviewing experts

• transcribing interviews

• conducting research, and, of course

• writing using the NEO playbooks of suggested words and phrases

Spoiler alert: Purina experts primarily recommend pets not eat people food. But they are in favor of serving dogs and cats Purina products.