How Siege Media helped Instacart grow blog traffic value by $73K and boost AI visibility
451K
increase in organic traffic to blog
46.5K
citations in LLMs
13K
new links to the website
Instacart made their mark pioneering the online grocery shopping experience and simplified grocery home delivery services. They streamline processes for vendors through advanced retail enablement solutions while evolving how shoppers and companies alike shop, eat, and live.
Industry: B2C, e-commerce
Location: San Francisco, California
Services provided: Content marketing, SEO
Challenges
Instacart came to Siege Media as a mature business with a high Domain Authority and established credibility in the digital grocery shopping space. However, they only recently launched a new content hub, Ideas & Guides, and needed a partner to expand and improve upon the sound content strategy they already built to beat authoritative competitors in the recipes and food blogging space.
Given this competitive industry, the Instacart team desired a partner that could provide high-utility assets like calculators and easy-to-use generators while simultaneously creating content that drove traffic to their content hub, blog, and mapped customers back to their wide range of products.
As the partnership evolved, so did the landscape of search and SERP features. It became essential that Siege Media stay ahead of the curve to rank in AI Overviews and appear in other LLMs like ChatGPT, Perplexity, and Gemini.
Growth summary
Since Instacart was an innovative brand in an already competitive space, Siege Media needed to find ways to differentiate from industry goliaths like Tasty, Allrecipes, and Taste of Home.
Via a Keyword Opposition to Benefit (KOB) analysis, Siege Media identified top of funnel topics with high search volume and passive link intent to drive both links and traffic to the emerging content hub — resulting in eight Siege-generated pieces of content ranking on Page One.
Ultimately, Siege Media separated Instacart from the rest of the pack by leveraging our design and development capabilities in a space where recipes are prevalent, but tools aren’t.
By creating high-yield tools like our “Turkey Cooking Time” calculator and “Grams to Cups” converter, we positioned Instacart as the consumer’s go-to resource for all cooking resources and grocery shopping needs.
Siege Media’s strategy also helped Instacart dominate in AI Overviews and LLMs. Our full-funnel approach to content covered all levels of queries. In total, Instacart has 46.5K citations across LLMs, with 26K of them appearing in AI Overviews alone. There were also 5.5K citations in ChatGPT, 8.2K in Perplexity, and 6.8K on Copilot.
And, according to Peec AI, Instacart has the highest visibility among competitors in LLMs at 94% in relevant queries. Its average position also tops the rest at 1.4. This means that in LLMs, Instacart appears far more often — and far higher — than its competitors.
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