HOW A LOCAL PASTRY CATERING SERVICE TRIPLED ITS ORGANIC TRAFFIC

Sebastien Lorentz, a pastry chef located in the south of France launched a website promoting his catering service in February 2018. He addresses the B2C market and has a regional reach.

After a trimester, the organic traffic was booming. On average, the site has tripled its organic traffic ever since.

patisserie-toulouse.com
214%
YOY ORGANIC TRAFFIC GROWTH

Average organic traffic growth within the first sixth months after the first SEO implementation. The growth is sustainable because of the business seasonality and thanks to the transfer skills which allowed the clients to take over.

31,40%
YOY QUARTERLY REVENUE GROWTH

Revenue growth in the first quarter of 2019 compared to the previous year. The SEO was implemented the quarter before. The website was ready for the wedding high-season.

THE CONTEXT

The client launched a website promoting his catering service in February 2018. He addresses the B2C market and has a regional reach. It’s a young and very local business with limited resources but, together with his wife, they’re willing to roll up their sleeves and participate as much as possible. It’s the best foundation to establish a partnership. We collaborated for a trimester to kick start the SEO trafic and set up a few online marketing guidelines that would allow the client to be more autonomous in the future. SEO-wise, the clients have bought a nice domain name but it’s brand new. Besides, the clients are feeding the blog at a high cadency. They don’t have a journalism nor a literature background but this doesn’t prevent them from going full speed on the content strategy.

SCOPE OF THE MISSION

The scope was pretty broad as I wanted to do as much skill transfer as possible, in order to get the best results. SEO, social media and email marketing were part of the overall strategy. A list of tasks and inspirations that the client could undertake was created, and I implemented the missions I considered the most sensitive. By delegating and giving feedback as much as I could, the client got a hands-on experience of some SEO and SoMe best practices.

SEO Strategy

The SEO strategy relied on 4 pillars that are described below: optimisation of the content, improvement of Google My Business account and their local SEO and development of the internal linking.

Basic SEO on the existing pages

 The whole website enjoyed a SEO friendly pampering, targeting the all the main HTML tags.

Local SEO

 The Google My Business account was optimised (more categories, longer descriptions, renaming of the business, more pictures) and the client was encouraged to try out different features as well as reply to every customer feedback (reviews or ratings on Google Maps).

Internal linking

 Most of the work was done in the blog section. Categories and tags were cleaned up and new rules were defined to avoid redundancy or empty/low-quality lists.

Inbound marketing

The business is very much event-oriented. Therefore, landing pages dedicated to each main type of event were created to attract a specific target groups and collect qualified leads. They are included in a more complex cluster of contents that are developed on the blog section or on the "portfolio" pages.

Social Media strategy

For that aspect of the mission, the clients received SoMe guidelines in the form of Trello tasks encouraging them to invest their time on 2 channels (Youtube and Instagram), to benchmark their competitors, and to interact with and contact influencers.

Email marketing

Among the deliverables, the clients were also provided with a list of ideas of email campaigns they could set up together with recommended emailing marketing tools and instructions regarding the customer data they should collect.

Let’s talk about your online marketing strategy

You don’t need extravagant resources to reach interesting results, relevant for the size of your organisation. The most important thing is probably your involvement in the project. If you want to collaborate with me, drop me a line.

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