About The Coca-Cola Company

The Coca-Cola Company is one of the largest manufacturers, distributors and marketers of non-alcoholic beverage concentrates and syrups in the world. It is best known for its product Coca-Cola, and is one of the largest corporations in the United States.

Objectives

As a wordwide leading consumer brand, it is important for Coca-Cola to:

• increase online traffic to product information and competitions.
• drive online traffic to short-term promotional campaigns.
• maximise visibility and traffic from search engines for brand awareness.

Strategy

Netpointers started with an in-depth analysis to identify all obstacles preventing their Scandinavian websites from performing higher within the search engines. It was evident that significant growth in the use of online channels was impacting consumer awareness of the iconic status of their brand. Working closely with marketing employees at Coca-Cola, it was decided to implement a two-fold SEO strategy.

Firstly, Netpointers undertook detailed search term profiling to develop the set of search terms most relevant and useful to increase traffic and to maximise brand awareness. The set was
created using product information supplied by the client, ‘brand words’, and generic terms focused on soft drinks. Secondly, Netpointers wanted to ensure that rankings followed within days of new campaign launches.

Results

For key campaign search terms, The Coca-Cola Company had a ten-fold increase in top rankings on major search engines such as Google, Yahoo, and MSN. An essential element in any organic search campaign is the ability to accurately measure and analyse online activity. Implementation of Netpointers report tool, SearchTracker, enables the client to view what is happening on their sites. This includes monitoring visibility of keywords, monitoring of traffic volumes, and a variety of information about the performances of the solutions.