Website · SEO & GEO · Email · Waukegan, IL
Nielsen-Massey: an ongoing web partnership with a century-old vanilla brand.
Nielsen-Massey Vanillas has made pure vanilla and flavors for more than a hundred years, for home bakers, professional chefs and food makers around the world. We built their website, and since 2019 we have been the team that keeps it growing: new pages and recipes, landing pages for campaigns, monthly email, search and AI visibility, and the everyday fixes a busy brand site needs.
At a Glance
From our own project records.
- 7+ yearsworking together, and counting
- 500+requests handled, from copy changes to new sites
- Monthlyemail newsletters designed and built
- 1 teamfor design, development, SEO and GEO
The Website We Built
Nielsen-Massey’s old site was hard to use and hard to update, and it did not match the brand’s reputation. We designed and built a custom website that serves home bakers, chefs and business buyers alike.
Recipe library
Nearly 700 recipes that visitors can filter by type, time and product, each linked to the vanillas it uses.
Product pages
Clear, connected pages for every vanilla and flavor, with buying options on each one.
Find a retailer
A store finder so shoppers can see where to buy Nielsen-Massey near them.
Separate sites for each audience
A training site for the Nielsen-Massey Academy and private sales sites for professional customers, with sign-up approvals.
Built for phones
Every page, recipe and form works on a phone, where much of their audience shops and bakes.
Easy for their team
An easy back end their marketing team can update day to day, with us on call for anything bigger.
What We Do Every Month
Launching the site was the start. Most of our work for Nielsen-Massey is the steady flow of improvements that keeps a brand site current.
Landing pages
Pages for product launches, seasonal campaigns and promotions, often reached from QR codes on packaging and print.
New products and recipes
Product pages, recipe pages, photos and categories added as the line grows.
Email newsletters
Monthly HTML emails, designed and coded to look right in every inbox.
Tracking and reporting
Analytics, tags and landing page reports, so the team can see what each campaign does.
Hosting, security and fixes
Certificates, domains, security monitoring and quick fixes when something breaks.
Accessibility and privacy
Updates that keep the site in step with accessibility and privacy requirements.
SEO and AI Search (GEO)
People now ask Google’s AI Overviews and assistants like ChatGPT their baking questions. We make sure Nielsen-Massey is part of the answer.
Technical SEO
A full technical audit, Search Console fixes, and structured data so recipes can appear as rich results.
Generative engine optimization
A content plan built from their search and ad data: clear answers to the questions people ask about vanilla, like paste versus extract and how to substitute.
Monthly SEO and GEO reports
Plain reports on rankings, AI visibility and new content ideas, with the next steps spelled out.
AI assistants are now a source of visitors to the site, one that did not exist a year earlier, and the people they send stay and explore.
How We Work Together
One place for requests
Their team sends requests to one inbox. Each one is tracked until it is done, large or small.
Planning for bigger projects
New sites, campaigns and search work start with a short call and a clear plan.
Regular reporting
Monthly reports keep everyone looking at the same numbers and the next priorities.
Questions About This Project
Do you work with companies outside Washington?
Yes. Nielsen-Massey is based in Illinois, and we work with them remotely every week. We are based in Longview, Washington and work with businesses across the country.
Can you take on ongoing work after a website launches?
Yes, and most of our clients stay with us. See website management for how we look after sites month to month.
What is GEO?
Generative engine optimization: shaping your content so AI tools such as Google AI Overviews and ChatGPT can find it, trust it and mention you. Learn more about GEO.
Do you design print too?
Yes. We also designed the Nielsen-Massey flavor guide. See our print design services.
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