How Strategic SEO Content Helps SUNSTAR GUM’s Blog Gain an Edge

Challenge: Standing out in a sea of smiles

As a leading global provider of oral care products, SUNSTAR markets to two key audiences: consumers, and the dental professionals who recommend oral care products to their patients. Naturally, there are several major competitors in the space also vying for attention and consideration from these audiences. SUNSTAR believes in the importance of holistic health, knowing from science that overall health starts from a healthy mouth and that small gestures of self-care – everyday oral care rituals – will keep people healthier for longer. They wanted to be smart and strategic about scaling this approach across international markets.

Insight: Engage the professionals to reach the consumers

Some of the biggest consumer-driven keywords in the dental care industry are what you’d expect (e.g. “best toothbrushes”). They drive high search volumes but tend to be extremely competitive. SUNSTAR has the authority and content to stack up well here. But the real opportunity our competitive research found was to grow the brand’s impact with that second audience of dental professionals. SUNSTAR specialized focus on the science of oral health resonates well and generates trust with this community of experts.

Strategy: Get specific with the science of oral care

Consumers around the world care about having a bright, healthy smile. SUNSTAR GUM’s content strategy aims to help people understand that oral care and its implications go well beyond aesthetics – and even beyond the mouth, as healthy gums and teeth can help avoid serious diseases like diabetes, cardiovascular diseases and dementia. TopRank Marketing conducted extensive keyword research and competitive analysis to help SUNSTAR reach their audiences with this message.

Even in a crowded content landscape for dental care, there was plenty of white space to be explored when it comes to healthy teeth and gums: tips, best practices, research reviews and expert discussions. We found growing demand for information and insight around the relationships between dental health and systemic health conditions, such as diabetes or cardiovascular disease. These are the topics sought out by dentists, oral hygienists, and periodontists who want to keep up to date and educate their patients.

Using our SEO data and analysis, we helped the client develop a content roadmap addressing a range of long-tail keywords. Our goal was to make SUNSTAR the topical authority on this critical aspect of the professional oral care conversation, with a digital footprint to prove it.

Results: Huge gains in visibility among dental pros

This thoughtful SEO-driven content strategy helped SUNSTAR GUM achieve a significant boost in organic traffic to their consumer blog, with a 22% increase driven partially by valuable new product-focused content (such as “Interdental Brush & Floss Comparison”). But the much greater impact was seen on the company’s professional-facing blog, which experienced a   resulting from this program.

SUNSTAR continues to reach consumers directly with its science-based message about holistic health and oral care rituals. But by getting more specific and strategic with their educational content, they’ve greatly improved their brand’s visibility with the dental professionals who make recommendations and shape industry conversations.