Scali Café is a popular eatery in the Boston financial district offering a wide variety of breakfast and lunch items, as well as catering services for corporate and private events. In the month following the launch of their new website, the owners of Scali saw an uptick in business, but wanted to further expand their online visibility.
They approached our Foxboro, Massachusetts SEO team to come up with a plan to increase web traffic-- specifically to their café and catering online ordering pages. Our search engine optimization experts reviewed the website and performed research to understand how users searched for these services and what the most important keywords would be.
Our Search Engine Optimization Strategy
The team then implemented an SEO strategy that included the following:
- Keyword Research
- Additional Content Creation (done for several pages to weave in important keywords)
- Current Content Optimization
- Updating of Site Metadata
- Updating of Site H tags
- Internal Linking Strategy
- Creation of Google Business Page
- Creation of Bing Places Page
- Updating of Local Directories (Off-Site Optimization)
Upon speaking with the owners in October, 2016, it was clear that business was continuing to pick up. Monitoring done through Google Analytics confirmed that website traffic had increased.
When comparing the period from March 29th-April 29th, 2016 to September 29th-October 29th, 2016, data indicated that sessions were up by 339, users were up from 1315 to 1594, and the number of page views increased from 1981 to 2502. Also, the percentage of returning visitors rose from 18.3% to 21.3%. This is especially important since returning customers are critical to a food service business.
Now let's break things down by site content. Scali wanted to boost the online orders for their café and catering menus by driving more traffic to those pages. As you can see, the three most trafficked pages for both data ranges were the home page followed by the menu page (café online ordering page) and then the catering page (catering online ordering page).
For the March/April report, the café menu received 717 pageviews versus 1,057 pageviews in the September/October report.
For catering, March/April had 154 pageviews versus 218 pageviews in September/October.
Reports from the third-party online ordering service used also indicate that online sales have increased significantly during those six months.
Our SEO team will continue to periodically monitor website traffic to help Scali meet its business goals and expand its online presence.
Is your small business having trouble getting noticed in search results? Contact us online or give us a call at 781-850-2525 to learn how we can increase your online visibility and customer conversion rates. We are dedicated to providing scalable search engine optimization and internet marketing services for small businesses in Foxboro, Massachusetts and across the country.