With DMI’s well-worn keyword list in hand, the Rise team homed in on the best intent-based keywords and those that could offset negative sentiment. Because organic search traction was sliding, Rise would devise a full-funnel approach powered by Google’s AI solutions and centered on a specific traffic metric — the one-minute page view — as the true measure of visitor interest.
The team uncovered an abundance of high-performing recipe content — from quiches and cakes to milkshakes and cheese plates. The deep-dive onsite recipes needed a regular publishing schedule, while 6- and 15-second recipe videos could augment DMI’s “Do Dairy Daily” campaign, paired with the quirky “Have a Diary Fling” short-form video series.
