WELCOME TO GIZA GROWTH MEDIA
Mindful Chef
Giza Growth Media Content Cuisine
01 The Challenge
Mindful Chef, a forward-thinking business aiming to make eating healthy, came to Giza Growth Media in October 2022, with the mission to review opportunities where they can drive incremental orders. They had an abundance of website content which shared their recipes and expertise on healthy eating, but they were unaware of how to maximise this to their advantage.
The targets set by Mindful Chef included:
Incremental traffic through generic terms
Increase visibility for core business terms
The strategy to achieve these targets included:
Keyword mining and Gap Analysis to highlight opportunities for growth and increased visibility.
Distinguish the difference in intent between queries including ‘food box’, ‘meal kit’, ‘recipe box’, and how to get in front of users for all these queries.
Understanding what content is working, where there are content gaps, including what people are searching for.
The overarching goal was to ensure that the current content was working as efficiently as possible and standing out in the market from competitors.
02 Strategy
Keyword and competitor research for content gaps helped identify the various search trends and opportunities to highlight the target audience.
This assisted Giza Growth Media in preparing Mindful Chef for the expected spike in January 2023: Mindful Chef had seen this January 2022 spike and wanted to capitalise and sustain this performance. Giza Growth Media reviewed where the ‘health’ and ‘sustainable’ opportunities lay and found users based on high-volume search enquiries such as ‘Healthy recipes for salmon’ (2.9k searches pcm) and surprisingly, ‘Gherkin health benefits’ (170 searches pcm).
ROAST devised a strategy that would focus on Mindful Chef targeting their SEO on a specific niche and finding the gap in the market:
Establishing where competitors sat was critical to finding the best niche for Mindful Chef.
This niche needed to align with the Mindful Chef brand, mission, audience, and pricing.
ROAST’s competitor research confirmed that Google saw competitors under the following niches: luxury and recipes, vegan, meal replacement, meal prep, keto.
This meant that ‘health’ and ‘sustainability’, reflecting the Mindful Chef brand, as well as being a gap in the market, were aspects chosen on which to focus the SEO and content strategy.
‘As a business, we strive to take achievable and meaningful action to reduce our impact on the world around us.’ (Mindful Chef).
03 Implementation
Giza Growth Media’s Keyword mining and Gap analysis highlighted the growth opportunities and ways to increase visibility for Mindful Chef. These included identifying an initial 25 high-value page topics (both top and bottom of funnel content) where Mindful Chef could improve overall visibility in the SERP (Search Engine Result Page). These were categorised into three topics:
Consolidation
Optimisation
Expansion
All focused on improving crawling efficiencies and dominance (E.A.T) within Google’s algorithm, reducing internal competition and building on the health and sustainable specialism.
Consolidation
To utilise the existing Mindful Chef content and combine content to ensure they would not compete in the SERP, therefore having richer pages, as opposed to thin content.
Optimisation
Using the existing content, we optimised these pages so they would become more visible on the SERP. This is done by tweaking page copy (better matching search intent) and better keyword targeting within the content.
Expansion
Giza Growth Media created new content pages, based on the keyword categories identified in the content gap. This allowed us to capture ‘low hanging-fruit’, which was essentially the quickest win for Mindful Chef to gain visibility and traffic fast. This was also based on the competitor research and keyword opportunities where Mindful Chef were missing out.
04 Results
We are incredibly proud of the results achieved for Mindful Chef; within three months of the project kick-off we began to see results:
Non-branded Traffic (Generic Clicks)
Increased non-branded clicks YoY: 30,752 (1st November 2021 -> 21st February 2022) vs. 45,366 (1st November 2022 -> 21st February 2023) = increase of 14,614 clicks (+48% YoY)
Organic Transactions
Increased organic transactions YoY: 5,836 (1st November 2021 -> February 2022) vs. 12,274 (1st November 2022 -> 21st February 2023) = increase of 6,438 transactions (+118% YoY)
Increased organic transactions YoY: 3,194 (January 22) vs. 5,134 (January 23) = increase of 1,940 transactions (+36% YoY)
Mindful Chef also ranked position 1 on Google’s SERP for core business terms ‘food boxes‘, ‘food box delivery’, and ‘food boxes delivery’. This ranking generated an uplift in November 2022 to February 2023 of +80% clicks to the website.