Sippd
Strategic SEO, Audience Development and Content Program
Sippd is a personal sommelier for anyone with novice to intermediate knowledge interested in guided recommendations on wine purchases. With proprietary technology that creates a custom taste match score for users to be confident in their decision each time. With setbacks to their restaurant offering amid the pandemic, Sippd quickly pivoted their business model to offer an online offering as a plug-in atop one of the most well known wine shopping platforms, wine.com.
Persona, content and team plan.
Sippd aimed to better understand the needs of their audience with robust buyer personas, journey mapping and a content architecture that speaks to their unique needs. In addition, they wanted to capitalize on the opportunities presented by a solid SEO strategy to continue engaging potential users.
To further develop an online presence for the Sippd extension, we:
Established a full persona profile for one user segment including common paths to download
Conducted key phrase, keyword and latent intent concepts for selected audience
Built content plan for selected audience based on keyword research
Provided strategic website oversight working with web developer to improve SEO value and overall site performance
Provided additional training and resources such as SEO training, page templates and guidelines
