The Mushroom Council is going full steam ahead on developing online relationships with consumers.

The San Jose, Calif.-based council in May launched a Search Engine Marketing campaign on Google. During the campaign, traffic to increased by 32%, unique visitors increased by 36% and daily page views increased by 30%.

In addition to increased traffic, the campaign’s consumer statistics showed that the top-performing key words included “mushroom recipes” and “vitamin D,” the council reported.

In addition to the SEM campaign, development of the council’s Facebook fan page has resulted in “significant” consumer interaction, council officials said, adding that the council’s Facebook fan base grew by 311% from May 2010.

The council also reported that it has developed social media relationships with registered dietitians and foodie bloggers via Twitter and the council’s blog, with the goal of developing a deeper understanding of consumer demand.