Wagamama SEO Audit Case Study

What we did

Wagamama approached MintTwist as they looked to grow the organic traffic to their website. They wanted to conduct a full SEO audit of the existing Wagamama Website, as well as to understand the Keyword Universe surrounding their brand and their products, as well as the wider Organic Search Competitors successfully operating in the marketplace.

Wagamama not only wanted to improve visibility for high competition, conversion keywords, but also informational “recipe” keywords with high monthly search volume.

Wagamama, being a well-known brand, also attracts a large number of branded queries. The domain was originally being outranked by third parties for several branded search terms owing to a variety of technical and content issues on the site.

Full website audit and SEO research

One of the first and most crucial steps of any SEO project is an SEO audit.

This allows us to find all potential problems and opportunities on a site. For Wagamama, we took a deep dive into the site from both a technical and content angle.

The Wagamama domain contained several major technical issues which were having a severe impact in the way Google and other search engines understood the site’s content and, in turn, often opted not to rank or (in some cases) index several important pages.

Technical Issues

Lacking schema markup

A crucial component for recipe pages to rank in Google

Thin content on pages

Not targeting anywhere near enough keywords

Duplicate metadata between pages

Confusing to both users and search engines

Unoptimised/missing page headings

This makes it very difficult to understand the page topic

Our plan of action

Something about something

Here it is, the main bit.

Keyword Research

Keyword research allows us to find exactly what users are searching for and build content around search intent.

The Wagamama site is relevant for a wide variety of queries, not just converting customers. During the keyword research phase, we found several topical categories of keywords that the Wagamama site could rank.

These categories included:

Recipe queries

Restaurant types

Foods

Local searches

The future of the content on the Wagamama website will rely heavily on this research.

Huge growth in organic search volumes

In just 12 months, we have secured 212% more organic traffic

We continue to work with Wagamama in order to improve rankings, increase brand visibility and drive customers.
Our foundational SEO work has built a clear and robust strategy to allow the future improvement of the site’s organic search strength!

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