Case Study: Purina Friskies achieves 28% increase in organic search traffic with Bazaarvoice Conversations

Ratings And Reviews Drive Increased Organic Search Traffic

Nestlé Purina’s Friskies brand, a leader in pet nutrition and care, wanted to increase organic search traffic and ensure product pages displayed star-rich snippets in search results. Working with Neo@Ogilvy, the challenge was to embed search-friendly, keyword-rich user review content and get search engines to index and show review star-ratings for Friskies product pages.

Purina added Bazaarvoice Conversations to its product pages and coordinated code and indexing checks with Neo@Ogilvy and Bazaarvoice; after confirming rich-snippet stars appeared and allowing sufficient time for performance to stabilize, analysis showed a 28% average increase in organic search visits to pages with the integration and a 147% lift in traffic from queries containing the word “review.”

Purina Friskies