Mpoumpas Website
For Mpoumpas, a historic brand of premium deli meats with roots dating back to 1925, we developed a new website that balances heritage with modern digital visibility.
The site showcases their artisanal cured meats in a clear and minimal way, emphasizing product quality while strategically optimized to reach global markets.
Mpoumpas tasked New Communication with developing a new website and comprehensive digital strategy for their line of artisanal and premium deli meats and cold cuts.
The goal was twofold:
- to create a clear, minimal digital environment that immediately communicated the premiumness and traditional quality of their products,
- and to build a robust SEO foundation to promote their products in key international export markets.
The primary challenges involved digital positioning and content strategy:
Visualizing Premium: Designing a minimal, elegant website that allows the high-quality photography of the cold cuts to stand out, clearly conveying the product’s artisanal value .
Global Visibility: Competing against established global brands for generic keywords (“dried meat”) while simultaneously capturing traffic for niche, high-intent terms like specific Greek/regional cuts (e.g., Pastourma, Metsovone).
Information Architecture: Developing a rich content strategy (product pages, category pages, and informational articles) to support both commercial searches and educational/informational searches.
The combination of a clean, premium design and a rich technical and content SEO strategy resulted in exceptional visibility in target markets worldwide:
- Top Global Rankings (US Market): The website achieved 1st page rankings for highly competitive, high-volume keywords such as “dried meat” (1,900 Search Volume).
- Niche Authority: Our strategic informational content dominated key comparison searches, with the Biltong vs. Jerky article ranking at Position 1, capturing traffic for a massive 22,200 Search Volume keyword group (“Biltong”) and establishing Mpoumpas as a definitive source of knowledge in the gourmet dried meat space.
- International Market Reach: The SEO strategy successfully made the website visible in markets all over the world, with confirmed top rankings for US traffic and success in positioning products for international terms like Pastourma (Position 8) and specialized product pairings like Coppa and Bresaola (Position 8).
