SEO for organic traffic
At the beginning of 2020, we started our SEO work to improve the organic traffic for commercial kitchen design experts TAG Catering Equipment. TAG provides design and installation solutions and ongoing servicing and maintenance for high-end commercial kitchens. TAG’s aim is: “To be the chosen kitchen designer and foodservice equipment provider of 5* hotels, Michelin-starred restaurants and local restaurants across London & the UK”.
This was the first time TAG had employed the services of an SEO specialist company, which meant we had a lot of work to do to help raise the brand’s online visibility. We were further challenged only four months into the contract when the UK went into its first lockdown.
The knock-on effect of the COVID-19 pandemic on the hospitality sector made our job exponentially more difficult. Restaurants and hotels are anxious about the future and commercial kitchen renovation projects being put on hold. It was therefore more important than ever that our work was successful in raising TAG’s organic ratings, to increase visibility in an even more competitive market.
How we achieved fantastic results
From the beginning, we worked hard on the backend of the website to make sure it was technically perfect. This is important because it addresses many of the issues that Google algorithms see as problematic. The more technical issues there are with your website, the less likely it is that your website will rank highly.
At the same time, we created a lot of great content that was relevant and keyword rich. Google algorithms favour original, well written content that balances the fine line between too few keywords and too many. Again, get it wrong, and your website will never make it to Page 1 of Google.
Despite the challenges of 2020, we doubled TAG’s monthly organic traffic and gained over 50 high-value leads in a year, outdoing our target of four a month. We are on target to continue on this current trajectory and help TAG to attain a strong position in the commercial kitchen organic landscape.
“It has been a pleasure to work with Cariad since embarking on a digital marketing and SEO campaign at the start of 2020” comments Dean Kahl, Marketing & PR Manager.
“We had just one face-to-face meeting with everything else done remotely due to the pandemic. What’s more, Cariad had to find traffic and generate leads for an industry that was essentially closed, just as the foundations of the campaign had been put in place and we should start to see a return.
“However, the results we have seen have far exceeded our expectations and supported our growth aspirations, generating good quality leads including one which is our largest enquiry to-date.
Thank you #TeamCariad!”