Boosting organic revenue for Smith’s Catering, a leading brand in a highly competitive market, using a local strategy
Annual organic revenue
Improved local SEO visibility
Google customers’ review score
THE BRIEF
Our brief was to boost local SEO visibility for Smith’s Catering using a local SEO strategy appealing to companies and consumers. This resulted in a top-three organic search position and increased organic revenue.
THE PLAN
Our plan strategically targeted corporate and private event organizers, explicitly focusing on seasonal keywords that resonate with decision-makers and a broader audience seeking catering services for specific locations.
THE APPROACH
We took a comprehensive approach to Smith’s local SEO strategy, focusing on four key areas:
- Keyword localization research provides valuable insights into which seasonal services and products the target audience searches for.
- Optimization of Google local business profiles for seasonal keywords relevant to the target audience
- On-site optimization to improve the internal link structure and CRO techniques to ensure organic conversion at the top of the funnel.
- Inbound local links to enhance authority and increase brand awareness.
LOCAL SEO STRATEGY
GMB profile
Optimizing Smith’s Google My Business (GMB) profile was vital for enhancing its local presence. We claimed and built the business profile for specific locations in the UK, using it to highlight seasonal products and services, showcase customer reviews, and allow customers to purchase Smith’s products.
Internal links
The internal links focus on rich, mobile-optimized anchor texts relevant to users. We used transactional keywords to link juicer and commercial terms in website navigation.
Inbound links
Our strategy involved optimizing the company’s profile for local directories, gaining citations from bloggers, local structured and unstructured citations, mentions, and backlinks from local publications appealing to the target audience by location.
Social media
Our social media efforts focused on Instagram and LinkedIn as primary channels for organically driving brand awareness and engagement.
Google reviews
We want to reassure prospects on their first point of call. We successfully boosted Smith’s average review rating to 4.9 stars on Google! Highlighted categories included professionalism, exceptional service, and the quality of the food.
LOCAL SEO INTEGRATION
Content that resonates with prospects’ intent
Keyword research
Our keyword research focused on seasonal events and prospects’ intent by location, resulting in 700+ long-tail, transactional, and commercial terms. We used these to fine-tune clustering.
Content effort
The content creation brief involved creating unique content that reflected brand values. We made this content to address prospects’ needs for seasonal catering events by location, such as Christmas and summer parties in London and the South of England. Every season, as part of Smith’s local SEO strategy, we conducted a content review followed by a localization campaign across all digital channels and website updates.
On-site optimization
On-site optimization: We focused on content localization and terms that helped boost Smith’s brand and services locally. Tasks included content optimization, structured content, meta descriptions, header tags, media alt text, and other components to ensure content is aligned with Google’s general guidelines.
THE RESULTS
Organic revenue
The 12-month local SEO strategy increased Smith’s organic revenue by 1.5M.
Organic traffic
We succeeded in driving local prospects to the site, increasing traffic by an average of 2534 new sessions per week as well as 698 new referrals.
Google reviews
70 reviews from organic traffic with a 4.9/5.0 Google average review rating.
Google reviews
70 reviews from organic traffic with a 4.9/5.0 review start.
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