How we spiced up the Dáme jídlo blog and brought 126 000 readers to it
Dáme jídlo probably needs no introduction. It started as a startup in 2012, but today it is a major player in the field of food delivery from restaurants in more than 170 communities.
We kicked off our collaboration in February 2019 with an in-depth SEO opportunity analysis. Organic search for the main phrases in the segment We give food largely covers, so we did not focus only on the food delivery segment when analyzing the opportunities, but analyzed the food segment as a whole, i.e. all the possibilities when a user searches for any information about food.
We saw great SEO potential in the extension of the Dáme jídlo website into a more comprehensive "guide " to the food segment. From the search queries, we concluded that there is a strong substitution effect in some phrases and user intent can easily be changed through content.
Objectives of the collaboration
The goal of our cooperation was to increase organic traffic in other parts of the food segment, which within the STDC framework belong more to the SEE phase. Articles about food, ingredients, healthy eating and recipes belong to the most searched segments of the Czech internet and have a huge potential to reach a wider target group. Creating a blog that revolves around food was therefore the next step forward. So we started preparing the basic ingredients for creating a blog - keyword analysis and a publishing plan.
And because we also eat with our eyes, we make sure to take care of the blog visually as well.
How we baked the publishing plan
1. Competitor content analysis
When putting together a publishing plan, first of all you need to be clear about what you want to achieve with your blog, what type of content to create and for whom. For us, the purpose of the blog for Let's Eat was clear: increase organic traffic and reach existing and new audiences with different content. Another stepping stone for us was an extensive content analysis of the competition and of course keyword analysis. We analyzed what content the competition was creating, which keywords they were showing up for in search engines, and how competitive that content was.
Bottom line: after this in-depth research, we got valuable data that showed us the basic outlines of a publishing plan.
2. Creating personas
In order to make the We Give Food blog exactly to the readers' liking, we needed to know who we were actually going to write for. A specific idea of the reader is always easier to work with, which is why we created four personas early on in our publishing plan. We defined each persona by name, demographics, desires and fears, and of course, the type of content they would be interested in. We also created a SEE-THINK-DO-CARE model for each persona.
3. Topic Selection
Right after that, we started to think of the themes. To create a comprehensive view of everything that revolves around food, we drew inspiration from wherever we could. We flipped through dozens of cookbooks and scrolled through culinary groups on social media. And the result? A total of 160 topics, divided into five main categories, with a wide range of Dáme jídlo customers.
- The core pillars of the publishing plan are timeless recipes that consistently bring organic traffic to the blog. The *procedure and how-to articles then form a universal package of content that will delight all culinary enthusiasts and kitchen novices alike.
- The food and ingredient articles are among the most popular with returning readers.
- The range of topics on healthy eating is a mix of inspiration on how to eat healthy yet tasty.
- News is an important part of every blog. Especially the one about food. Because every food lover wants to stay up to date.
I also want to spice up the blog
The process of creating articles
Creating quality content is like baking homemade bread. A blog article, like sourdough starter, takes its time. Every piece of writing we create for Dáme jídlo is preceded by a thorough research so that we can really go in-depth and deliver interesting, value-added content that sticks in the minds of our readers. The ideal blog article should engage not only readers, but also searchers. For this, working with relevant keywords is essential.
And finally - no article on a company blog should lack a clear and concise call-to-action. For the Let's Give Food blog, we designed a CTA button right away to help us measure how many people actually leave the blog and go to the site.
The blog was churning out roughly 20 new articles a month. We approved each article with Dáme jíd to make sure the blog was heading in the same direction as the brand. And slowly but surely, traffic to the blog grew.
The most successful articles and their key ingredients
The article on how to cook the perfect rice has long been at the top of the most read ever. And what is the essence of its success? There are hundreds of rice-related recipes and tips on the internet, but you can always do better and more comprehensively with a topic that has been described hundreds of times. We've focused on providing a well-rounded process for cooking rice, including such basics as choosing a pot, the right ratio of water to rice, and an overview of the differences between varieties. In fact, basic procedures are among the most sought after.
The quality of the content has been appreciated by readers and the Google search engine. The detailed instructions on how to cook rice moved the article to the zero position and put it in the so-called featured snippets. A result in featured snippets will set you apart from your competitors and increase your brand awareness.
How to get featured snippets?
- Featured snippets are usually created for the queries who, what, when, where, how or why. In order for an article to appear in the null position, it must contain an accurate and quality answer to that phrase.
- The article must also make sense in a HTML document. Therefore, work with headings, bullets or numbering.
- Put the keyword in both the headline and the title.
How we evaluated the content
Blog content cannot be improved without evaluation. Each month we dove into Google Analytics and Search Console and used data to track trends, analyzing which topics were working and which were less so. In addition to common metrics like number of visits or traffic sources, we also tracked time on page or read rates.
How we tweaked the less prosperous articles
Based on the data, we set about revising articles with lower readership. This is because for any blog, it's important to not only create new articles, but also optimize existing ones. Whether that's by adding more keywords, changing headlines, adding pro links, improving visuals, or expanding content. All of this can bring a lesser performing blog article back into the game and propel it to the top of search rankings.
I also want to spice up the blog
Collaboration results on the blog
Since May 2019, we have published a total of 140 articles on the blog, which have been read by over 126,000 readers from organic search. The results on the blog were not immediately visible and traffic naturally increased with the amount of articles published. In 16 months of working together, we then managed to exceed 20,000 visits per month.
10 reasons why it makes sense to create a company blog
- Creating quality content will increase organic traffic to your website.
- By covering relevant keywords, you'll improve your rankings in search results without paid advertising.
- Build a deeper relationship with your customers.
- Increase your brand awareness.
- Boost sales of your products or services.
- Get a leg up on your competitors.
- Strengthen your position as an expert in your field.
- Partially transfer know-how and tips to strengthen your brand credibility.
- Create a community.
- You will gain attractive content for social media and newsletter.
8 reasons why you should entrust your blog to us
- We tailor the blog and its content to your target audience and business strategy.
- You get content that meets your goals: drives organic traffic, ranks high in search or converts.
- We'll set the right tone of communication, structure and visuals for your articles.
- We always base our articles on data.
- We build a community of readers around your blog.
- We create engaging yet optimized articles that engage readers and search engines.
- We can handle any field, even technical ones.
- We regularly evaluate, analyze and revise articles.