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JIF.com Audit
A Brand Everyone Knows, Invisible in Search
JIF's search visibility was almost entirely brand-driven — people searching 'JIF peanut butter' found it easily. People searching 'peanut butter recipes,' 'best peanut butter for baking,' or 'how to store peanut butter' — all high-volume queries with direct JIF relevance — were landing on competitor and food media sites. The technical audit revealed specific crawlability and link equity issues. The content audit revealed a site not organized around how people actually search.
Used Screaming Frog for a full technical crawl identifying indexing, crawlability, and internal linking issues. SEMrush provided keyword gap analysis and competitive benchmarking to quantify the non-branded search opportunity. Findings were triaged by implementation difficulty and traffic impact to create a phased roadmap that prioritized fast wins without deprioritizing structural changes.
- Identified 31 specific technical fixes across crawlability, internal linking, and page speed
- Built a content gap map showing 40+ keyword opportunities aligned with existing JIF content
- Structured data implementation recommended across all recipe pages with projected featured snippet capture
- Phased roadmap delivered with effort-to-impact scoring for every recommendation
Brand recognition doesn't transfer to search visibility automatically
People know JIF. Google doesn't rank on familiarity — it ranks on signals. SEO is earned through structure, content alignment, and technical execution, not inherited through decades of brand awareness. That gap is surprisingly common among legacy consumer brands, and it's almost always fixable.