Aeroplane Rice Social Media & SEO
Every engagement we have run with Aeroplane Rice — Social Media & SEO — in one place.
Social Media
An FMCG Name, Made Social-First
A household brand with decades of recognition and a social presence that was not earning its share of it.
The Challenge
Being a big name offline does not carry over. An established FMCG brand still has to earn every view it gets on social.
- Make an established name work as hard on social as it does on shelf
- Earn reach rather than assume it
- Make every post count
What We Did
Brand content as the base, real voices on top.
- Ran the brand’s own social — the consistent base layer the rest builds on
- Added an influencer layer — extending reach past the brand’s own following
- Brought in UGC — authentic voices, which in food is the only kind that converts
Brand content as the base layer, with influencer and UGC extending it past the brand’s own following.
The Impact
The content mix moved from brand-only to brand plus creators plus customers, which is what lets an established name keep earning reach rather than relying on recognition.
Social Media results
A shelf-famous brand, finally working on the feed.
SEO
Two Audiences, One Website
A household buyer comparing basmati varieties and a distributor evaluating a supplier do not need the same page. This roadmap proposes separating their searches and sending each to the right destination.
The Challenge
People researching rice do not all need the same page. The strategy starts by telling the two audiences apart and mapping their searches to suitable destinations.
- Whether priority brand and product pages are accessible and indexable
- How clearly pages explain product characteristics and intended uses
- Whether consumer and trade enquiries each have an appropriate next step
- How the main website directs shoppers to the retail storefront
The Proposed Plan
Separate the intent, then serve it. A product search, an informational search and a trade search want three different pages.
- Month one — technical foundation — URL structure, robots.txt, XML sitemaps, canonical tags, broken links, redirects and indexing status. Navigation between the main site and the shopping subdomain reviewed so each property has a clear purpose
- Three keyword groups — product searches on varieties and characteristics; informational searches on cooking and choosing rice; trade searches on supply and export, where these match the confirmed offering. Themes such as sella basmati uses, basmati for biryani and bulk basmati supplier are starting points requiring validation
- Month two — product and brand content — titles, meta descriptions, headings, alt text, internal links and structured data. Product pages carrying approved specifics: rice type, pack sizes, cooking applications. Claims about certifications, sourcing or export capability require confirmation before publication
- Educational content as a route to product — understanding basmati varieties, raw versus sella, cooking and storage, and what a trade buyer should ask before ordering — each linking to the relevant product or enquiry page
- Month three — authority and journeys — suitable industry listings, relevant brand mentions and credible food or trade references, with consumer content routed to the store and trade pages routed to enquiry
How Success Would Be Measured
Resolution of audited issues and priority-page indexing; impressions and clicks by product and topic; non-branded queries and organic landing pages; tracked trade submissions confirmed by the business; clicks from the main site to the online store. An outbound store click is reported separately from a completed purchase — cross-property sales attribution requires validated tracking, and seasonal demand is accounted for before anything is attributed to SEO.
SEO results
The supplied material is a reference SEO process, not a confirmed Aeroplane Rice implementation record. Verified traffic, rankings, enquiries or sales belong here once there are comparable reporting periods to compare.
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