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CPG Brands: 4 Things Hurting Your CPG Brand’s Website

CPG brands are fighting an uphill battle in today’s digital marketing worldwide

CPG brands are struggling when it comes to competing online. Many brands are failing to adopt and include digital marketing in their budgets.

58% of online users
43% use search engines when searching for products
33% CPG sales increase was due to online sales

Now I’ll ask the obvious question, Is your CPG Company Using a Digital Marketing Agency?

Yes, I made that question a position instead of a negative. We find that many CPG brands continue to pour money into traditional marketing techniques and have failed to address the digital ecommerce market going on around them. Over the past 10 years the landscape has changed, commercials, and traditional coupons are no longer effective when targeting new customers. These days most audiences are spending 5 hours a day on social media sites such as facebook and marketers need to get their products in front of these people.

Most CPG Websites Lack Quality Content

Many CPG brand load their website with products but do not offer consumers any valuable information. Now you are competing with e-commerce retailers who are more popular that are doing the same thing as you, putting your exact product description on its website.  Why would a consumer come to your website?
Since Google’s Panda algorithm update back in 2011, Google has been rewarding websites with high quality content and devaluing those that have duplicate or weak content in an effort to improve user experience. Google determines how good your content is based on user metrics such as visitors, time onsite, bounce rate, etc., to determine how you rank and who may be interested in your website so they can ensure they are displaying organic search effectively.
We I’m asked to review a website, I find most CPG websites have low-quality or no content or tat all! CPG websites tend to focus solely on their brands products and miss out on SEO opportunities to keep visitors on their website.  As a CPG brand, it’s essential to tell your brand’s story and let consumers what your product does for them. By creating a responsive website with images and quality content you can have a website that visitors will not only find interesting, but search engines will like too! #salesincrease #betterSEOrankings

Sounds easy enough right? OK, let me show you how.

Create Ways to Rank for Long Tail Keywords

Many CPG brands create a recipe section on their website to provide fresh content, but they also provide you with a chance to target keywords in your industry’s niche that you may otherwise not rank for organically.  Creating new recipes weekly or monthly, will not only provide fresh content for users and search engines, but will give visitors another reason to come back to your website helping your SEO efforts.
Coming up with innovative content and finding creative opportunities to rank a websites pages for long tail keywords there are a number of ways for CPG brands.
⦁ Rank in Knowledge Panel/  Answer Box
⦁ Frequently asked questions
⦁ Recipes
⦁ How to Articles
⦁ Brand-centric content


That is just one strategy, but there are many ways to provide your visitors with valuable content that will also help your organic SEO rankings. Just take a look at Dollar Shave club. They have a blog section that attracts returning visits and they just sell razor blades!  We have created successful content strategies that increase organic SEO traffic and search engine across the entire CPG industryIf your CPG brand in need of fresh thinking, let us create a custom content strategies for your brands niche, contact us today for a free consultation.

Most CPG Websites Are Extremely Slow

When I perform audits on CPG websites the one thing I notice compared to other business websites is that they are extremely slow to load. In this era of mobile phones, if your website is slow or not mobile friendly, this will cost you potential customers.  Even Google knows this and gives a rankings boost to faster mobile friendly sites. Can your brand afford to lose this traffic? This can happen for a number of reasons, let me show you a few and how to fix them.

Large Images Slow Your Website

CPG websites are loaded with product images and in most cases they are not optimized properly. Using high-resolution and uncompressed photos on your website can severely affect page load time.

Usually the image file size is to large do to the file type causing the webpage to load slower and believe it or not only do internet users hate it, Google doesn’t like it either.  Traditional marketers have a hard time understanding why this matters or how this hurts their rankings , but it does.

Compressing larger file sizes or saving your images in a newer image format such as WebP, which are generally 25% smaller than both optimized PNGs and JPGs, will help them load faster and use less cellular data.

Since then, I’ve worked with several brands to audit their page speed and optimize overall user experience across their web apps.

Here are some of the common reasons your CPG website is loading slowly:

⦁ Large Image Sizes
⦁ Heavy Javascript Loads
⦁ Pages that are too long

Excesive Javascript Code

Creating your new CPG website can be exciting, but not when they come with excess Java Script code. This happens for a number of reasons; from using website template that has a lot of interactive features, popups, or one that runs to many third party scripts such as Facebook and Twitter social sharing buttons, video player embeds or analytics scripts.

Consider reducing the time spent parsing, compiling, and executing JS. S o that it wont slow down the speed of your website,  Applying these fixes or at least thinking about them the next time your updating your website can lead to an improved user experience on your CPG brands website which in turn will lead to better Google rankings and increased online sales!