Sustainable digital marketing case study - The Happy Foodie

The Happy Foodie

Increasing search engine visibility and developing in-house SEO capability.

Client: The Happy Foodie
Date: 2018 - 2021
Services: SEO, Content Marketing, Training, Paid Search

Brand

The Happy Foodie publishes recipes, articles and features for foodies and home cooks – with a focus on healthy eating.

Recipes from some of the world’s most famous chefs, such as Jamie Oliver, are featured. And The Happy Foodie has grown to become one of the best known online foodie websites in the UK. The brand is supported by Penguin Random House.

Content is created for diverse audiences but there is a growing focus on health, sustainable food tips, vegetarianism and veganism. Notable book releases that the Happy Foodie has worked with over the past year are Veg by Jamie Oliver, The Green Roasting Tin by Rukmini Iyer, Flavour by Yotam Ottolenghi, and Time to Eat by Nadiya Hussain (now featured worldwide on Netflix).

Client: The Happy Foodie
Date: 2018 - 2021
Services: SEO, Content Marketing, Training, Paid Search

Overview

Towards the end of 2017, work began with The Happy Foodie to help improve search visibility and content planning – with a focus on Google Search.

The goal has been to increase traffic from search – through better content optimisation and research. A second objective has been to develop in-house capability. We’ve worked collaboratively to help make the most of the superb content from The Happy Foodie’s food writers.

Key Strategies

SEO

Optimising content so that it appears more often for the searches people are making. We have also instilled some of this capability with SEO training.

Content Marketing

Reaching key audiences with planned, researched and scheduled content that's mindful of SEO. The aim is more traffic and conversions.

Paid Search

Paid search campaigns to complement SEO work by focusing on areas where there is less visibility - or when traffic is needed quickly.

Results

The Happy Foodie’s search presence has soared since we’ve been working together, some highlights below:

  • Traffic: organic search traffic in 2020 has increased 133% compared to 2018 when work began. In short: traffic has more than doubled,
  • Conversions: organic conversions have increased by 112% over the same period.
  • Capability: detailed data reporting is now automated and The Happy Foodie’s writers are able to complete SEO and content optimisation tasks in-house.
  • Rankings: search visibility has increased massively with many top positions and featured snippets gained (a few examples below).

“Helped us to define our SEO strategy for the site, and has transformed the way we think about the value and positioning of our content. The results have been impressive,”

Julia Pal
Julia Pal Head of Audience Development at Penguin Random House

“Recommended to me by a colleague at Penguin Random House. The work done on projects was excellent.”

Diana Riley - EBury Books
Diana Riley Marketing Director at Penguin Random House