case study
The Rum Kitchen -
Growing organic traffic by targeting non-branded search terms
The Rum Kitchen is a Caribbean restaurant, and cocktail bar with 4 locations in Soho, Shoreditch, Brixton & Brighton.
Growing organic traffic by targeting non-branded search terms
The Rum Kitchen was ranking for very few non-branded keywords, and branded keywords e.g. “The Rum Kitchen” were bringing in 95% of organic traffic. As well as this the website was slow, and performed poorly from a UX & conversion rate perspective.
29
New #1-3 keywords
39
New #4-10 keywords
+70
Backlink acquisition
+5,200
3 month organic traffic growth
423
New non-branded keyword rankings
Overview
One of the main focuses for The Rum Kitchen was achieving higher keyword rankings for non-branded keywords e.g. ‘Caribbean restaurants in Soho’, this opens up the brand to audiences who aren’t familiar with The Rum Kitchen brand.
Prior to any SEO work, we carried out a comprehensive site audit looking at all aspects of the website from an on-page, off-page and technical SEO perspective. This highlighted the main website issues, and lays a clear roadmap for the work to come over the first few months of the project.
High performing hospitality marketing approach
Gathering Insights and Channel Audit
To improve tracking capabilities
Producing New Creative Content
Highlighting the unique experiences in hospitality
Optimising Audience Targeting
Optimising and improving marketing performance
Performance Tracking
Tracking the record breaking number of bookings
Our Solution
On-page optimisations, digital PR, backlink outreach all worked together to gain higher rankings for non-branded search terms targeting the different Rum Kitchen venues.
CRO, and a review of the user journey flow around the website was carried out to improve the conversion rate of website visitor to completed booking.
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