HelloFresh, a leading meal-kit provider, embarked on a mission to boost its online sales. With operations in multiple countries, the company sought to leverage the power of Search Engine Optimization (SEO) to enhance visibility, increase site visits, and ultimately, drive more sales. This case study delves into the steps taken by HelloFresh in implementing an SEO strategy and the results derived from this approach.
SEO Strategy
HelloFresh began by identifying key areas of its website that required enhancement. They focused on improving their website’s architecture, optimizing their blog content, and creating a comprehensive keyword strategy.
- Website Architecture: HelloFresh emphasized user experience, ensuring visitors could easily navigate their website and find the information they sought. They created a logical and straightforward site structure, making it easier for search engine crawlers to index their site. This strategy is similar to the essential practices outlined in our 10-point local SEO checklist for every food business owner.
- Content Optimization: HelloFresh maintains a blog that offers cooking tips, recipes, and other engaging content. They realized that by optimizing their blog posts with relevant keywords, they could improve their search engine ranking. They also ensured each blog post was formatted correctly, with proper header tags, alt text for images, and internal links to other relevant content, such as this insightful article on the secrets behind successful coffee shops’ deep market penetration.
- Keyword Strategy: HelloFresh conducted keyword research to identify high-volume, low-competition keywords related to their product offerings. They used these keywords in their site content, meta descriptions, and blog posts. This strategy is similar to the digital marketing strategies used in a case study on Beyond Meat, which can be found here.
- Local SEO: HelloFresh recognized the importance of local SEO, particularly given their operations in different countries. They optimized their website for local searches, ensuring they were visible to potential customers in their operational regions. If you’re a food business owner looking to improve your local SEO, check out this 10-point local SEO checklist that’s essential for success.
One of the key campaigns HelloFresh executed was the “Fresh and Healthy” campaign. This campaign was created around a set of keywords identified during their research, including “fresh meal kits,” “healthy cooking,” and “easy recipes.” They developed a series of blog posts related to these topics, offering valuable content to their visitors. These posts were optimized with the target keywords, which helped improve their search engine ranking for these terms.
Results
The SEO strategy implemented by HelloFresh yielded impressive results. Within six months, they saw a significant improvement in their organic search engine ranking. Their website traffic increased by 60%, and this surge in visitors led to a 35% increase in online sales.
- Increased Visibility: HelloFresh’s visibility on search engines significantly improved. They began ranking on the first search engine results page for several of their target keywords.
- Enhanced User Experience: The improved website architecture led to a better user experience, which resulted in a lower bounce rate and longer session duration. This strategy of enhancing user experience is similar to Domino’s approach, which you can read more about in this case study.
- Boost in Sales: Increased website traffic translated into higher sales. HelloFresh reported a 35% increase in online sales following the implementation of its SEO strategy.
Conclusion
The case of HelloFresh illustrates the power of SEO in driving online sales. By optimizing its website and content, HelloFresh improved its visibility, attracted more visitors, and boosted sales. Their successful approach can be a blueprint for other businesses leveraging SEO to enhance their online performance.