Achieving featured snippet success through informative and engaging content


TOMRA provides technology-led sorting and collection solutions that enable the circular economy by optimising and minimising waste in the food, recycling and mining industries.

In February 2018, the Chinese National Sword was introduced, which would heavily impact the global recycling supply chain. The legislation banned the import of 24 types of waste material and set a tougher standard for contamination levels in others, and was regarded by many as a “catastrophe” that will have a “devastating impact” on global recycling. As such a high-profile brand within the recycling industry, TOMRA had to acknowledge the impact this would have on waste management.



In response to the Chinese National Sword, we recommended that TOMRA created a thought-leadership article optimised for search, that would further enhance the business’s position as the authoritative voice within recycling. The piece was positioned to reflect the opinion of Tom Eng, Senior Vice President and Head of TOMRA Sorting Recycling, that the Sword could act as a catalyst for change in global waste management.

We took a two-stage approach to create the piece. Firstly, we held a briefing call with Tom Eng to collect information on TOMRA’s stance on the Chinese National Sword and the positive impact it would have on waste management.

Secondly, we conducted in-depth keyword research, ensuring a mix of short and long-tail keywords were used when optimising the article to attract a variety of search queries. Best practices were also followed in terms of correctly optimising meta data and headings within the body copy.



Published in June 2018, the article has so far delivered:

  • More than 12,500 pageviews on the TOMRA Recycling Newsroom
  • Achieved featured snippet rankings within Google for the search terms “what is the Chinese National Sword” and “Chinese National Sword”