Client Background
Spur Sauces is a website that promotes Spur products, including pantry staples such as condiments, marinades, and spices, and highlights their ingredients and nutritional value. In addition, the website has a diverse range of recipes, from traditional South African dishes to international cuisine, categorised and accompanied by images and videos that prominently feature Spur products as primary ingredients.
The Spur Sauces website appeals to cooking enthusiasts, food lovers, and anyone who is interested in using Spur products in their cooking. This could include people of various ages, backgrounds, and cooking abilities, from novice home cooks to experienced chefs.
The current objective of the Spur Sauces website is to generate awareness around the versatility of Spur products and how these pantry staples can enhance the flavour of various well-known and easily prepared dishes. The Spur Sauces Newsletter serves as a useful tool in keeping users up-to-date on the latest products, recipes, and competitions, thereby further aiding in achieving this goal.
SEO Strategy
In the final quarter of 2022, our SEO strategy aimed to increase organic traffic to the website, with a particular emphasis on recipe pages. To accomplish this objective, we focused on targeting SERP features and rich snippets, which typically occupy the top positions in SERPs and attract a significant amount of traffic.
Our process consisted of creating and implementing structured data, also known as schema markup, to all the new and existing recipe pages during that period. In addition, we created and optimised page titles and meta descriptions for various pages on the website.
*SERP features refer to various types of content that are displayed on Google’s search engine results page, beyond the traditional organic results. Examples include Featured Snippets, Knowledge Panels, video carousels, and image packs.
*Schema markup is a form of microdata. Once added to a webpage, schema markup creates an enhanced description (commonly known as a rich snippet), which appears in search results.
Results
In late October 2022, we implemented structured data for the recipe pages on the Spur Sauces website. Since then, we have observed that several recipe pages are now appearing as a SERP feature on the top of Google’s search engine results page for various keywords.
Overall Organic Performance
We observed a notable improvement in overall organic traffic, with an average increase of 60% compared to the previous quarter (November 2022 – January 2023 vs. August 2022 – October 2022).
Top Landing Pages Performance
The top landing pages saw significant increases in users, new users and sessions.
The performance of several top recipe pages, including the Crispy Crumbed Mushroom page (1.), Samp and Beans page (2.), and Sticky Chicken Wings page (4.), have improved significantly, with increases of more than 100% across the board.
Impact on Business
Although Newsletter sign ups were not our primary focus for the Spur Sauces website, it is worth noting that it is currently the only conversion point available(Remove after comma). We observed an 11% increase in Newsletter sign ups compared to the previous quarter. This result suggests that the website is effectively attracting potential customers, and there may be an opportunity to capitalise on this trend by incorporating additional conversion points in the future.
Conclusion
By leveraging SERP features and rich snippets, we were able to optimise and improve the Spur Sauces website’s visibility to potential users. This approach allowed us to effectively increase organic traffic to the website, resulting in a higher potential for engagement and conversions.