Product SEO Case Study – Ross & Ross Food

We’ve been working with our good friends Ross & Ross food since 2014, helping them optimise their website and improve their keyword rankings for both food products and catering services.

The catering side of their on-page SEO really took off last year after we did some detailed optimisation and content generation work. Our focus is the run-up to Christmas was improving their organic rankings for their best selling product – The Homemade Curing Kit Bacon.

Before Searchworthy SEO

Before we started work on optimising and producing content for The Homemade Curing Kit Bacon we needed to bench mark its current ranking position and associated keywords.

In October 2017 they were ranked 11th for ‘cure your own bacon’ which linked to their Homemade Curing Kit Bacon product landing page. We made therefore made cure your own bacon the target keyword for Novembers content generation. Although with the main focus keyword we also targeted some important related keywords with relevant blog posts.

Related keywords Targeted:

  • Making your own bacon
  • Eat Bacon
  • Home curing spicy bacon

How we used Searchworthy SEO

The first thing we did was focus on improving the product landing page that was already ranking 11th for the keyword. This process involved optimisation the page content and making some design and content changes to make sure that it appealed to Ross and Ross’ target personas.

Below you can see the changes we recommended for that existing products page.

SEO Case Study for Products

 

The next part of the process involved putting together some high-quality content using related keywords that would link back to the main product page. This process helps boost that pages authority within the search and drives traffic to it. We wrote three related blog posts for the main landing page which were:

  • 7 steps to making your own bacon
  • 5 glorious ways to eat bacon
  • Home Curing Spicy Bacon just in time for Christmas

After Searchworthy SEO

In December the changes we made to the product landing page for The Homemade Curing Kit and new content generation Bacon started to take effect. We saw some really positive results from the Google Analytics data when compared with the same period last year.

Pageviews were both up with overall view +199%.  Perhaps the most significant change was that of the bounce rate, which had been reduced to just 3.93% from 56.45%. This is a strong indication that our work on optimising and improving the overall content of The Homemade Curing Kit product page had improved user engagement overall.

What’s a bounce rate? A bounce rate is when someone lands on your page and then leaves straightaway without clicking any links.
Why is it important? If users are leaving your site before clicking through, they aren’t finding what they are looking for. This is particularly important when it comes to selling products.

In the two weeks leading up to Christmas Ross & Ross were consistently ranking 5th in the results for ‘cure your own bacon’ out of around 1,580,000 results which is great.

The first 5 results account for 67.60% of all the clicks and the results from 6 to 10 account for only 3.73%.
Source: Moz.com

Some of the related keywords we’d also target alongside the main focus keywords also helped lift some of Ross & Ross’ other products into the top 5 results. In those two weeks before Christmas, another curing product, The Homemade Curing Kit Spicy Bacon, was ranking position 1 for the key phrase ‘How to Home cure spicy bacon’ and ‘Home cure spicy bacon’.

 

Product SEO for small etailers

 

Did they sell more product?

The proof really is in the pudding though and on top of all the above sales of Ross & Ross’ The Homemade Curing Kit Bacon increased considerably in December 2017 when compared with the same period last year.

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