Challenges
Instacart approached Siege Media as an already mature, high-authority brand in the digital grocery and delivery space. Their Domain Authority and market reputation were strong, but their newly launched content hub—Ideas & Guides—needed strategic expansion. Instacart sought a partner capable of elevating this content hub with scalable, high-impact assets while outperforming established competitors in the recipe, cooking, and food-blogging landscape.
To achieve this, Instacart needed more than standard blog content. They required high-utility, interactive assets, including custom calculators, food converters, and user-friendly generators—tools that deliver real value, attract backlinks, and build long-term traffic. At the same time, they needed well-researched, search-optimized content that would drive users to their blog, product ecosystem, and category pages.
As the partnership progressed, the search environment rapidly evolved. With AI Overviews, generative search, and platforms like ChatGPT, Perplexity, and Gemini reshaping discovery, it became essential for Siege Media to stay ahead of algorithmic shifts. Their strategy focused on ensuring Instacart not only ranked in traditional SERPs but also earned visibility across emerging AI-driven search experiences.
Growth summary
Since Instacart entered an already saturated recipe and food-content market, Siege Media needed a strategy that clearly differentiated the brand from established giants like Tasty, Allrecipes, and Taste of Home.
Using a comprehensive Keyword Opposition to Benefit (KOB) analysis, Siege Media uncovered high-value, top-of-funnel topics with strong search demand and natural link potential. These insights guided the creation of a content hub designed to attract both traffic and authoritative backlinks. As a result, eight Siege-produced content pieces earned Page One rankings.
What truly set Instacart apart was Siege Media’s focus on utility-driven content, not just more recipes. While competitors leaned heavily on traditional food content, Siege leveraged its design and development capabilities to build high-impact interactive tools—such as the Turkey Cooking Time Calculator and Grams-to-Cups Converter. These tools positioned Instacart as a go-to resource for cooking help and grocery planning, expanding its authority beyond shopping into culinary problem-solving.
This strategy also helped Instacart achieve dominant visibility across AI Overviews and major LLM platforms. By executing a full-funnel content approach, Siege ensured coverage of informational, practical, and intent-driven queries. Instacart is now referenced 34,000 times across leading LLMs, including:
- 14,900 citations in Google AI Overviews
- 11,000 citations in ChatGPT
- 5,000 citations in Perplexity
- ~3,000 citations in Microsoft Copilot
