Nice To Fit You, a leading provider of dietary catering services across Poland, faced a challenge

familiar to many businesses with a strong brand presence: how to attract new customers beyond those already familiar with their brand.

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Aiming to skyrocket organic growth

Despite successful PR efforts driving brand awareness and website traffic, new customer acquisition remained stagnant, with only +/- 15% of their traffic stemming from non-brand keywords. To address this challenge, we proposed a local SEO strategy centred around city-specific landing pages, aiming to skyrocket organic growth and capture nationwide traffic. NTFY embraced this approach and partnered with us to implement the solution.

Essentials

• NTFY’s organic traffic was heavily reliant on branded searches, accounting for 85% of the total. Today, we’ve successfully shifted that balance to a healthier 75%.

• Our user-centric, data-driven approach led to a 94.5% increase in non-brand clicks and a 136% increase in non-brand impressions within six months.

• Key local keywords achieved top rankings, and revenue from location-specific pages grew by 9% year-over-year.

• Collaboration between SEO, UX, and development teams was crucial for seamless execution and maximizing results.

How SEO can help achieve the business goal?

The objective was clear: increase sales beyond major cities and acquire new customers. Following our methodology, we started by understanding the user, the industry, the competition, and the specifics of how Google handles these types of queries. 

This allowed us to demonstrate to the client the clear business case for investing in SEO, leveraging their unique selling proposition (USP) to gain a competitive edge.

Here are some of the insights we shared with the client

TAM (Total Addressable Market) Analysis

By focusing on local search intent, we identified a significant untapped market potential. Our analysis indicated that reaching local users could unlock up to 80% of the total addressable market, representing an estimated 54,000 monthly sessions.

Industry growth

The dietary catering industry is experiencing a surge in online interest, with consistent year-over-year growth in both brand and non-brand keyword searches. This presents a prime opportunity for NTFY to capture a larger share of this expanding market.

Competitive landscape

While NTFY faces competition from established local players with strong offline brand recognition, our analysis revealed a significant opportunity to leverage local SEO to reach new customers in underserved markets.

Keyword insights

User search behavior highlights a strong preference for localized queries, even for inherently location-specific services like dietary catering. Our in-depth keyword research, encompassing over 3,000 phrases, identified a monthly search volume of 44,000 for keywords with explicit location modifiers. This data underscored the importance of a targeted local SEO strategy to capture this high-intent traffic.

Seasonality & data insights

The industry is characterized by significant seasonality. Our analysis accounted for this by extending the historical data range to mitigate anomalies caused by the pandemic year, ensuring a more accurate understanding of search trends and informing a data-driven SEO strategy.

Armed with these crucial insights, we embarked on a strategic journey to elevate brand awareness, drive traffic, and boost sales beyond major Polish cities.

User engagement metrics

We analyzed metrics like bounce rate, time on site, and pages per session to gauge user engagement and identify areas for further optimization. 

Brand awareness

We monitored branded search volume to assess the impact of our SEO strategy on overall brand awareness.

Traffic diversification

Just a year ago, NTFY’s organic traffic was heavily reliant on branded searches, accounting for 85% of the total. Today, we’ve successfully shifted that balance to a healthier 75%, creating a more sustainable and diversified traffic profile that empowers NTFY to scale their business with confidence. This significant increase in non-brand traffic not only broadens their reach but also reduces their dependence on existing brand recognition, opening doors to new customer segments and markets.

After six months of implementing the strategy, we are thrilled with the results. Is this the peak of what’s possible? Absolutely not. We still have a lot to accomplish, particularly in the area of building the website’s authority.

How to stand out?

Are you wondering how to stand out and capture users’ attention in a competitive industry like fashion? We’ve discovered a method for the brand DeeZee, a leader in e-commerce for footwear and clothing. In the fashion sector, where innovation and trend prediction are crucial, we focused on deploying the most advanced SEO and e-commerce practices. Our approach was tailored to user needs and preferences. Explore our case study to learn how we achieved significant growth.

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Immense potential

A blog is a source of immense potential – so why not leverage it? For a brand aiming for success, blogging is essential. Faced with the challenge of increasing low non-branded organic traffic on the DeeZee brand blog, we pondered how to draw users’ attention. Here are the steps we took:

Personalised strategy

Our objective was not just to increase blog traffic quantitatively but also qualitatively. We aimed to create a space where readers can resolve their doubts, find inspiration, and explore various products and styles, as well as receive practical advice and tips. How did we achieve this?

The key was a personalized strategy based on user preferences and search behaviors. We concentrated our efforts on capturing keyphrases of a guide nature for which the DeeZee brand had not been previously visible in Google search results. We created articles tailored to specific user queries, focusing on topics directly related to footwear and its styling. Furthermore, the content was thematically linked to events from the fashion industry marketing calendar, allowing for better alignment with current trends and market needs. As a result, we managed to create content that added value for both readers and the brand.

Content optimization

We conducted a comprehensive content analysis, identifying keywords and topics of greatest interest to our target audience. We applied a thematic silos strategy, organizing content and improving its structure. Then, we focused on creating content aligned with current trends and seasonality to attract and engage audiences.

Cross-selling section

We introduced a cross-selling section where products related to the article’s themes were promoted. This direct conversion of content interest into sales transactions increased the blog’s profitability.

Expert image building

We focused on building the client’s image as an expert in the footwear industry. Through the publication of substantive content, the DeeZee brand gained credibility and greater visibility among consumers.

Long-tail phrases

We optimized content for long-tail phrases, attracting more targeted search engine traffic.

PR and advertising link building

We executed link-building campaigns that included publishing external articles, posts, and press releases, thereby supporting the blog section. All publications had a promotional and advertising character, focusing on the DeeZee brand and detailing its offerings.

Internal linking Expansion

We improved the accessibility of newly created pages through better internal linking, associating similar categories with blog articles built on thematic silos.

Results of Insightland Team’s efforts

• The blog transitioned from an informational tool to a significant profit source, thanks to effective utilization of cross-selling sections and content optimization for conversion.
• Enhanced visibility due to an improved SEO strategy.
  
  An increase in the number of new visitors to the blog, coming from non-brad organic traffic:

An increase in the number of blog sessions coming from non-brand organic traffic:

A consistently implemented content strategy is an effective way to support conversions. Moreover, publishing blog articles can translate into tangible benefits for the business, including:

• enhancing the brand’s image;
• building expertise in the eyes of users and the algorithm itself;
• strengthening trust.

Wojas SA is a family business, which celebrates its 30th anniversary this year.

Nowadays, it is one of the largest footwear manufacturers in Poland. It owns a chain of 180 outlets in four countries, but also reinforces the market position of its European online stores.

With as many as 55% consumers buying footwear online at least once a year, the category ranks second in Poland in terms of popularity, just behind clothing [Gemius 2019]. The online channel is becoming the area of fierce competitive struggle for the industry brands.

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How to stand out and be at the forefront of footwear searches in Google?

Insightland Team has been supporting Wojas SA in enhancing its position in e-commerce since April 2019.

01. Increase the number of purchases in the online channel.

02. Increase conversion rates from organic traffic.

03. Website optimisation and visibility increase in search results for the keywords with the highest potential.

3 steps plan

• Increase the number of purchases in the online channel:
  67% (Q2 2019 vs. Q2 2020)
  
• Increase in conversion rates:
  48% (Q2 2019 vs. Q2 2020). Conversion is defined here as the percentage of sessions on the website where the transaction took place.
  
• Increase in visibility in search results for the keywords with the highest potential:
  Following the implementation of optimisation measures and an adequate strategy for building the link profile for the domain, as of 1st September, the website has ranked with 34,327 key phrases, including:
  • TOP 3 – 3,985 (increase by 23%)
  • TOP 10 – 2,885 (increase by 40%)
  • TOP 11 – 100 27,357 (increase by 25%)

As a result of SEO activities and their effectiveness’ in-depth analysis, marketing budgets have gradually started to migrate from paid channels to organic traffic.