Google Search Cake delivery

How we grew InstaCake's organic traffic 487% in three months

InstaCake's site had never been optimised and organic traffic had flatlined. Three months of on-page foundations, content, technical fixes and links lifted visibility 374% and organic traffic 487%.

I Want Results Like This Results in 3 months
An ice cream cone and a pink drip cake from InstaCake
487%Organic trafficvs previous three months
374%Organic visibilityvs campaign start
950%Top 3 positions
3 mthsTo these results
01

The problem

InstaCake delivers decadent cakes and dessert boxes across Sydney, from their famous Nutella Ooze Cakes to Ferrero Lava Cakes, plus a VidCard service that lets customers record a personal video message for the recipient. Great product, memorable brand. Google just didn't know about it.

The website had never been optimised for search and organic traffic showed no real growth. Our brief was to lift InstaCake's visibility in the results, and turn that into more SEO traffic and revenue.

What we were up againstNo optimised page titles, metadata or page copyFlat organic trafficTechnical issues across the siteA Shopify migration on the horizon
The InstaCake homepage at the start of the campaign: strong brand, no SEO foundations behind it.
The InstaCake homepage at the start of the campaign: strong brand, no SEO foundations behind it.
02

What we did

The early stages of the campaign confirmed the core of SEO simply wasn't there: optimised page titles, metadata and page copy. We put those in place first, wrote content for every category, fixed the technical issues, handled the Shopify migration safely and then went after authority with links.

1Optimised the key landing and category pagesPage titles, metadata and copy were rewritten across the pages that mattered most.
2Category content run through NatchOur copywriter produced content for every category page, then optimised it with our in-house tool built on Google's Natural Language API.
3Technical assessment and fixesA thorough technical review turned up several issues, which we addressed.
4A safe migration to ShopifyInstaCake planned to move to Shopify, so we mapped every redirect to protect link equity and traffic, and made sure the new site launched with its SEO foundations intact.
5Link building for authorityA campaign prospecting relevant, high-quality domains established links to strengthen the InstaCake domain.
03

The results

Only three months in, InstaCake's organic visibility is up 374% on the start of the campaign, and the number of terms in the top three positions has improved 950%. Organic traffic rose 487% comparing the three months since the campaign began with the three before it.

Keyword movement
Search termBeforeNow
dessert boxes sydney184
vegan cakes sydney274
dessert box134
vegan cake delivery405
same day cake delivery sydney165
Rank tracker positions three months into the campaign. InstaCake now ranks for many target terms it previously didn't appear for.
Daily users, 30 June to 26 September 2021, against the previous three months.
Daily users, 30 June to 26 September 2021, against the previous three months.

The next phase is to keep pushing content and links so the terms sitting just outside the top three move in, and to turn the traffic gains into revenue growth.

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