Wolfgang Puck Catering

Project Synopsis:

To improve organic search rankings, our team conducted keyword research and optimized on-page copy. Further optimization and a redesign of the landing page improved user experience. We monitored page performance in organic search, keyword rankings, and conversions.

For an additional boost, the inquiry form was made “sticky” on the left hand side of all catering landing pages. This helped to increase visibility for visitors using mobile devices, allowing them to convert into catering inquiries more easily. Carousels and accordions were used to condense information on the page, giving users a cleaner and more interactive experience.

Key Services:

Working with our client’s goals in mind, we sought out ways to ensure success. After analyzing the objectives, we created a strategy using the below services, which were tailored to achieving those goals.

• Keyword Research
• Content Building
• Listing Development (GBP)
• SEO Copywriting
• Web-Page Design
• Web-Page Development
• Conversion Optimizations

Through data insights, experienced decision-making, and strategic planning, our team worked diligently to ensure the success of this campaign.

Data Snapshot:

We have seen remarkable increases in key performance metrics since implementing our strategies.

85 qualified inquiries in 8 months
+97% website sessions
25% decrease in web page bounce rate

These successes prove the efficacy of our strategies and further illuminate just how much potential there is for continued success if we continue to invest effort into refining them.

URL to Example: https://wolfgangpuck.com/catering/your-houston-location/

Take it Further:

If we continue this campaign to further improve results, content building and optimizing Google Business Profile are great options to consider. This approach is beneficial since it allows us to both extend our reach by creating engaging, keyword-rich content, as well as improving our presence on Google by creating a robust business profile.

Content

The focus keyword here is catering services, modified by the location that it serves, and this page can be considered a “hub” page. Each of the catering services are currently used as on-page content, which can be seen in the form of accordions. Each of these accordions can be better-served as “spokes” under the catering services hub. In other words, this client should look to build out new pages of content that uses each service as its own page. The catering services page will internally link out to each spoke, and from the spoke pages back to the hub.

Each spoke is supporting content for the hub content since it relates directly to the main topic of catering services. This helps build authority around the topic, increases the amount of keywords the client can rank for, and generates more organic traffic and leads.

Google Business Profile

Creating a Google Business Profile for this location can be an excellent way to increase traffic to the site and convert users looking for “catering services near X”. By setting up this location with its own Google Business Profile, we would be able to display key business information in Google’s knowledge panel and rank for certain keywords in Google maps results, including the local map pack. Adding as much business information to the Google Business Profile will be beneficial and further optimizing this listing with each of the aforementioned spoke-content as “Services” on Google Business Profile will help convert more users.

Glossary:

The hub is the main topic we want to create more authority around and rank better on.

The spokes are all the supporting content that is related to our main topic.

From a keyword research perspective, we can think of it as:

Hub: High-volume targeted keywords (usually transactional in nature). For example, search engine optimization (SEO) services.

Spoke: Lower volume and longer tail/supporting keywords (usually informational in nature). For example, content explaining what SEO is and how it can be beneficial to you.