How “That’s It” Grew a $100M Healthy Snack Brand With SEO + AI with Elizabeth Pigg

Описание: In this episode, we’re joined by Elizabeth Pigg, Chief Communications Officer at That’s It, the healthy snacking brand behind the country’s largest fruit bar. With 85,000+ retail doors and $100M+ in sales, Elizabeth leads PR and communications across every touch point, and she’s thinking deeply about what it means to be discoverable when your brand name is literally one of the most common phrases in the English language.

We dig into the unique challenge of ranking and being “findable” as That’s It (especially when your biggest competitor is… produce), why AI search can actually help a brand like theirs, and how they’re building narrative control across every channel. Elizabeth breaks down their multi-layer approach, from upgrading FAQs, product pages, and press pages, to training internal sales teams to use consistent, “ownable” language, and leveraging authoritative nutrition pros (RDs) to shape the exact questions real consumers are asking right now.

Timestamps
00:00 – Who’s Elizabeth & That’s It
01:59 – The discoverability problem
02:23 – Why AI makes discovery easier
04:46 – AI visibility + narrative control
05:16 – Website upgrades
06:15 – Consistent language
07:37 – Launch messaging
10:03 – Reviews + AI review summaries
14:54 – Early brand traction
16:43 – Why simplicity wins
23:15 – Content flywheel
25:09 – Why being first isn’t always the advantage
27:31 – SEO and AI optimization
31:21 – What she’s watching next
32:58 – Where to find That’s It + contact

🤔 Do you need help with Digital PR link building?

📛 FREE Press Badge Generator – Showcase Your Tier-1 Coverage:
https://www.linkifi.io/press-badge-maker

📈 FREE Press Coverage Cheat Sheet – Boost SEO with PR Links:
https://linkifi.io/cheat-sheet

☎️ Book a FREE Discovery Call – Let’s talk link building:
https://book.linkifi.io/widget/bookin...

📺 More Interviews and Content:
‪@linkifi‬