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Danone Baby Nutrition has appointed global marketing and technology agency LBi as its search agency for the baby advice sites Aptaclub and C&G Baby Club. LBi was appointed to the account following a three-way competitive pitch.

LBi will now work with Danone Baby Nutrition to develop a content-driven, socially-enabled multi-signal search strategy to improve search engine visibility for the Aptaclub and C&G Baby Club sites. The strategy will involve the creation and curation of relevant content aimed at mums of babies aged 6 months+, and the distribution of this content via social channels.

This activity will be supported by LBi’s Audience Engagement Platform, a proprietary technology which enables the distribution, measurement and optimisation of content across multiple media channels.

LBi’s approach was inspired by the insight that mothers are constantly looking for help and advice online. The Aptaclub and C&G Baby Club can help mums to find the information they need with its two advice sites and its Careline, which is available 24/7.

The recent changes to Google’s algorithm mean that search rankings are now dependent on multiple signals, including content, social shares or “likes”, links and much more. It is more important than ever for brands to create relevant, shareable content, in order to amplify the signals which Google uses to rank web pages.

Clare Tresidder, Senior Brand Manager at Danone Baby Nutrition, said: “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.”

Ed Ling, Chief Media Officer at LBi, said: “We approach SEO alongside social media and PPC as part of a blended strategy, so we’re excited to be working with Danone Baby Nutrition to harness this approach for their online baby clubs, which offer rich territory for the development of relevant, engaging content.”

Published on: 9:30AM on 11th July 2013