Image from: Cheese Cake Image / Shutterstock
I was hosting a lunch for friends the other week and I wanted to make cheese cake for dessert. Like whenever I am in the need for a new recipe, I took to the internet. Among the usual recipe sites that appeared in the results, the Philadelphia cream cheese page popped up. Intrigued, I did a little research to see how successful Kraft is at attracting cheese cake recipe searchers.
Among consumers searching for some variation of “cream cheese recipe” (so this includes terms such as “cream cheese recipe”, “blueberry cream cheese recipe”, “cream cheese recipe low fat”, and the like), Kraft’s websites are the third and sixth most popular destinations, actually beating out some the larger recipe sites.
Even more interesting is that cream cheese related searches are some of the most important referring terms to Kraftbrands.com. Consumers searching on cream cheese related terms constitute almost 1 out of 4 search referrals. The term “Philadelphia cream cheese” is the number one referring term, with almost 4% of all search referrals.
Overwhelmed by the volume of cream cheese related terms, I decided to explore the Philly Cream Cheese section of Kraftbrands.com. Much as the search referrals indicated, Philly represents a sizable portion of overall site activity…and this share has grown significantly in recent months. Last month, more than 1 out 3 Kraftbrand.com visitors visited the Philly section.
And not surprisingly, the vast majority of site activity occurs on the recipe section. In fact, the jump in overall Philly visitors since March directly corresponds to an increase in recipe activity.
Perhaps the increase traffic is a result of recent SEM efforts. I noticed that 59% of the visits to Kraftbrands.com from “cheese cake recipe” searches came from a paid ad link. Whatever Kraft is doing, I say keep up the good work. And if you are looking for new cheese cake recipe, be sure to check out these yummy recipes from Kraft!
Debra Miller Arbesman is senior associate, retailer and consumer products at Compete, a Kantar Media company that helps brands improve their marketing based on the online behavior of millions of consumers.