Background

Odense Marzipan is one of Sweden's most well-known brands in baking. However, with the rise of e-commerce, recipe platforms, hobby bakers on TikTok, and budget chains' private labels, its position has been challenged. It is no longer a given that consumers find Odense when searching for marzipan—or even search for marzipan by brand.

The competition is vast: Allt om Mat, ICA, Sockerbolaget, Dr. Oetker, and influencers with strong SEO presence. Additionally, the dominance of e-commerce platforms in search results is increasing. Odense risked losing both visibility, traffic, and trust—despite strong brand recognition.

The Mission

Our assignment was to create an SEO strategy that strengthens Odense digitally. The goal was to build visibility for both products and inspiration—while simultaneously regaining leadership in search engines. In short: to get Odense noticed where decisions are made.

The Solution

We developed a strategy based on topic clusters—a SEO method that reflects both how people search and how content should be structured to gain trust with Google.

Three Clusters. One Goal: Dominance.

1. Marzipan

Focuses on product understanding, usage, and inspiration. The content covers everything from “what is marzipan” to “bake figures with children.”

• Products: cake marzipan, figure marzipan, colored marzipan

• Recipes: buns, figures, cakes

• Tips: decorate, color, use leftovers

• Inspiration: holidays, baking play, DIY

2. Almond Paste

Builds authority around Odense's most classic product. Here recipes, comparisons, and technical tips are gathered.

• Recipes: cream buns, mazarines, buns

• Articles: difference between marzipan and almond paste

• Usage: freeze, recycle, bake without sugar

3. Chocolate

Positions Odense also within baking chocolate—where competition is high but differentiation is low.

• Technique: temper, melt, dip

• Products: dark, milk, white chocolate

• Recipes: truffles, cakes, pralines

• Inspiration: chocolate gifts, children's parties, beginner tips

Technical Foundation First. Everything Else After.

In parallel with content efforts, we conducted a technical SEO audit. We identified and resolved redirects, broken links, loops, and metadata issues—so the content could actually start appearing. Foundation before performance.

Results

SEO is long-term. But even early on, we observe increased visibility on prioritized keywords, more page views per session, and a clearer content structure. Odense is on its way to reclaiming its place—not just as a classic on the shelf, but as an obvious expert in the search field.