SEO for Manufacturing Industry

Ajinomoto Malaysia: Driving Traffic Growth Through ESG Content

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Ajinomoto Business logo

Business Background

Ajinomoto (Malaysia) Berhad, established in 1961, is a trailblazer in the food manufacturing business which produces seasoning. Known for its iconic AJI-NO-MOTO® Umami seasoning, the company has built a reputation for quality, innovation, and enhancing culinary experiences. As part of its evolution, Ajinomoto is now focusing on sustainability and environmental stewardship, aligning its corporate direction with these vital principles.

Campaign Goal: Ensuring Ajinomoto’s Digital Resilience

Maintain 30,000 Monthly Traffic Post-Migration

Our mission was to ensure that Ajinomoto’s online presence remained strong even after migrating their recipe content, using our SEO for manufacturing services. We aimed to maintain a steady stream of 30,000 visitors each month. This goal required meticulous planning and strategic implementation to minimise disruption and sustain engagement levels.

Boosting ESG-Related Traffic

Recognising the potential drop in traffic post-migration, we focused on boosting ESG-related traffic. This SEO strategy was designed to counterbalance the anticipated decline, ensuring that Ajinomoto’s commitment to sustainability translated into increased engagement. By highlighting their environmental, social, and governance initiatives, we aimed to attract a new segment of eco-conscious visitors.

Campaign Goal

Challenges: Ajinomoto's Transition to ESG-Focused Content

Legacy Positioning

Ajinomoto’s website has traditionally focused on local recipe content to showcase their products. The new direction involves transitioning the website’s focus to highlight Environmental, Social, and Governance (ESG) initiatives. This shift necessitates redefining the site’s content strategy to align with their sustainability goals.

Content Migration Impact

The migration of recipe content to a new marketing site presents a significant challenge. This transition is likely to result in an anticipated drop in traffic to the main website. It is crucial to develop strategies to compensate for this potential loss and ensure the main site continues to attract visitors.

New Focus

The new focus is on promoting Ajinomoto’s ESG efforts, while also educating the public on how their products contribute to health and sustainability through innovative plant operations. This involves optimising content creation that not only highlights their ESG initiatives, but also engages and informs their audience about the broader impact of their products.

The Execution: Bringing Ajinomoto’s ESG Vision to Life

Extensive Keyword Research:

We identified key ESG-related search terms that would drive traffic and improve rankings in the search engine results. This involved analysing current trends and competitor strategies to select the most effective keywords.

Creation of High-Quality Content:

We produced engaging blogs, articles, and web pages that focused on Ajinomoto’s ESG efforts. This content was optimised for search engines and designed to resonate with eco-conscious audiences.

Integration of ESG Themes:

We seamlessly integrated ESG themes across the website, ensuring that all content reflected Ajinomoto’s commitment to sustainability. This helped create a unified message that attracted and retained visitors interested in environmental and social governance.

Strategic 301 Redirects:

We mapped and executed 301 redirects to guide users and search engines from the old recipe content to the new marketing site. This preserved the site’s authority and minimised any loss of traffic.

User Experience Maintenance:

We ensured that the redirection process was smooth and user-friendly. This involved thorough testing and monitoring to make sure that users experienced minimal disruption and continued to find the information they needed.

Continuous Monitoring and Adjustment:

Post-migration, we closely monitored traffic and user behaviour. Based on our observations, we made necessary adjustments to optimise performance and maintain traffic levels.

SEO Achievements: Ajinomoto’s ESG Digital Success Story

Traffic Stability

Post-migration, we successfully maintained a steady flow of 30,000 monthly visitors to Ajinomoto’s main website. This stability ensured that the site continued to engage its audience effectively despite the significant shift in content focus.

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ESG Traffic

Growth Our focused efforts on enhancing ESG content paid off significantly, as the monthly visits to ESG-related pages skyrocketed from a modest 188 to an impressive 2,815. This substantial growth underscores the increased interest and engagement with Ajinomoto’s sustainability initiatives.

Improved Keyword Rankings​

We achieved remarkable success in improving Ajinomoto’s visibility in search engines. The number of ESG-related keywords in Google’s top 10 search results surged from just 6 to 70.This dramatic increase highlights our effective keyword strategy and content optimisation efforts.

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Enhanced Visibility

The visibility of Ajinomoto’s ESG pages saw a substantial boost, with total impressions rising from 11,592 to 60,740.This increase in impressions indicates that more users are encountering and interacting with Ajinomoto’s ESG content, reflecting the heightened awareness and interest in their sustainability efforts.

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The Execution

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