Increase awareness of Just Eat Takeaway.com as cuisine expert to complement their food delivery websites.
These websites answered searchers’ intentions better than Just Eat Takeaway.com and were clearly favoured by Google compared to food delivery services.
Following extensive keyword research, it was identified that keywords ranked differently for generic cuisine-related search terms across different regions, concluding that each of the regions would require different content dependent upon user intent.
Foodwiki encyclopedias were therefore established across ten key regions in local language with educational food content designed to answer users’ regional search queries. Content is arranged by Kitchen, detailing between 16 – 22 different regional cuisines highlighting typical dishes, ingredients, traditions, fun facts and in-depth information about the most popular dishes from the specific regions.
Content was created with meticulous research, separately for each market, to give a local touch to it and place the encyclopaedia in a local culinary context, also recognising popular favourites ordered from each of the regions.
Just Eat Takeaway.com created a template, long, high quality content and attractive images (some of which were shot with a professional photographer and food stylist) for a wide variety of cuisines from around the world.
From the establishment of the Foodwikis from May 2018 keywords rankings from positions 1 – 3 rose by 157% over a 19-month period to the start of 2020 for the German site and 74% for the Dutch site with the Foodwikis outranking Wikipedia and leading recipe websites for many important keywords!
The Foodwikis were responsible for building plenty of high-quality links with third parties linking to Foodwiki as a source of knowledge from their blogs, recipe sites and posts on culinary forums.
As a side-effect they received many high-quality organic links and further established Just Eat Takeaway.com’s reputation as food experts.
70% of the top 20 ranking organic keywords in positions 1 – 3
54% of the top 20 ranking organic keywords in positions 1 – 3
As a relatively small team that needs to manage SEO in several large markets across Europe and beyond, the scale of this project was huge for Just Eat Takeaway.com. They needed to be on top of all the latest changes without losing sight of one market while focusing on another.
“Thanks to Searchmetrics’ flexibility and scalable solutions, we were able to develop well-structured dashboards per each country and keyword segment, as well as aggregated dashboards combining countries and regions together,” explains Adam Sidorczuk.
“The dashboards not only tell us how we perform against competitors and how our new strategies result in organic visibility, but also help us evaluate large-scale website migrations and technical changes in our platform.”
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