• SEO Strategy and Campaign




A farmer-owned co-operative headquartered in New Zealand, Fonterra is the world’s leading milk processor and dairy exporter.

The company is responsible for approximately 30% of the world’s dairy exports and with revenue exceeding 17.2 billion, is New Zealand’s largest company. We won the their Master Supplier contract last year for all their brands including Anchor, Anmum, Tip Top, Mainland and several specialist brands like NZMP and Kapiti Ice-Cream.

In November 2018, we completed an exhaustive SEO Project optimising fonterra.com and increasing overall SEMrush site health score from 47% to 84%.

Get in touch with Digital Squad today to find out how we can also help your dominate your industry.

About Fonterra


  • Improve SEO across 750 (NZ) pages
  • Setup and optimise site for International SEO
  • Create best practice for AEM Platform working with external developers
  • Create SEO playbook for internal content creators
  • Create SEO optimised blueprint for new pages
  • Demonstrate improvement in organic traffic and justify future investment to stakeholders


We undertook the following steps to craft a far superior SEO strategy:

  • comprehensive keyword research.
  • competitor keyword rankings.
  • competitor link-building strategy.
  • established purchase intent for short vs long tail keywords.
  • comprehensive technical and site architecture audit.


  • Site health at overall project launch – 47% establish project roadmap and strategy
  • Resolved high priority SEO fixes working with dev team
  • Internal linking and duplicate content issues resolved. SEO Playbook and Blueprint completed.
  • International targeting setup and optimised sitemap re-submitted to GSC. Overall site health at 84%
  • 30% growth in organic traffic within 90 days of implementation / 6x more than standard annual growth rate

Get in touch with Digital Squad today and find out how we can help establish you as a market leader as well.

Step no.


Initial Audit

We start with an in-depth review of your website; any previous SEO work that may have been completed, site architecture, content audit, competitor analysis and current rankings.

Step no.


Keyword and Competitor Research

We undertake extensive keyword and competitor research to uncover keyword gaps and whitespace opportunities.

Step no.


On-page optimisation

Technical SEO improvements to optimise site performance, speed, architecture, health and keyword alignment.

Step no.


Content Development and Link Building

Content Strategy Development and Link Building to establish client as market leaders.