The Brief
In November 2022 the well know pie and pasty company Chunk of Devon approached us with a brief to boost their organic SEO rankings. Having seen an increase in orders during the lockdown years but then a decrease when the restrictions were lifted, they were keen to grow the business with an increase of both orders and engagement as the objectives.
Actions
The first step as usual was a full SEO audit of the website, followed by a detailed keyword analysis to find out what potential customers are actually search on. The aim was to find some competitive but lucrative phrases that we were going to aim for, to bring in traffic that was likely to convert into online orders.
The Chunk website is built in Shopify, which whilst being a great eCommerce solution, brings its own challenges from an SEO viewpoint. The initial work was focused on lots of fixes and tidying the website links, files, indexing and ensure Google was seeing a well-managed and curated set of pages. For example, the product filter pages were creating lots of duplicate pages across the site, which Google was indexing as duplicate content and could cause problems in the rankings. Our first task was to work with the code of the Shopify theme to remove these from the XML Sitemap and indexing, while ensuring we didn’t interrupt existing rankings.
The next challenge was the highly competitive sector our client operated in, with some of their competitors having a whole website dedicated to a product we wanted to rank just one page for. This meant we had our work cut out and needed to really bulk up their main service pages with unique and relevant text, information and keywords. We worked with the client to expand text and page content, always keeping in mind the client’s very well established character and tone of voice.
Google loves high quality inbound links, so we also worked to increase links in to the website, and also improve the quality of outbound links from the site which needed editing for quality. Alongside this we looked at opportunities such as livening up their Google Business Listing by adding products and updates, expanding product text and information, increasing trust and improving information clarity across the site, etc.
A key to the success of this project has been the close working relationship between Daneswood and Chunk. We have monthly video call meetings to share revenue reports, stats, discuss work done and planned, and have also joined the client’s yearly marketing meetings to give input on the Organic side of their marketing.
The Results
The below graph shows the first 16 months of this project, with average ranking position (orange), impressions (purple), and clicks (blue) all increasing rapidly:
Additionally, here we can see an example of one of our focus keywords for Chunk and its rankings represented by the orange line, shooting up in the rankings and then staying top of the first page consistently:
Comparing 2022 to 2023, we have seen overall website visitors from Organic traffic increase from 14,925 to 28,685 which is a 92% increase.
Visit from ‘new users’ specifically has increased from 13,236 to 26,678 which is an increase of 101%.
These growing visitor numbers have resulted in a 52% increase in revenue from Organic traffic, with the increase in revenue continuing higher into 2024.
The work has been so successful that we are now working with this same client on their second business, Baked to Taste, which has also seen a massive increase in traffic and sales in the early months since we have been working with them.