Digital agency LBi has put on a stream of new accounts recently and it seems to be widening its already extensive repertoire with the appointment as search agency for French food giant Danone’s baby advice sites Aptaclub and C&G Baby Club. LBi was appointed following a three-way pitch.
LBi will work with Danone Baby Nutrition to develop what it calls “a socially-enabled multi-signal search strategy” to improve search engine visibility for the Aptaclub and C&G Baby Club sites. This will involve the creation of relevant content for mothers of babies aged six months or more and the distribution of said content via social channels.
So it’s mothers and babies on Facebook and the like then, using the agency’s proprietary Audience Engagement Platform. Recent changes to Google’s algorithm mean that search rankings now depend on more signals including content, social shares or ‘likes’ and links among other things.
Danone Baby Nutrition senior brand manager Clare Tressider says: “We were impressed by LBi’s evolved multi-signal search proposition. Their clear search expertise, as part of a broad offering across a range of services such as creative and analytics, makes them the ideal agency partner.”