Search intent strategy
Analysed how people searched for different pasta types and identified where existing pages failed to match what users were actually looking for.
Pasta Evangelists
444% growth in organic traffic and 831% more first-page keyword rankings in one year
The brief
Make fresh pasta a stronger search destination
Pasta Evangelists is a renowned Italian restaurant chain and pasta delivery service. They were already visible for some high priority keywords such as “pasta delivery” and “pasta box”, but wanted to broaden and then supercharge that visibility.
Our goal was to establish Pasta Evangelists as an online authority on pasta, grow non-branded organic traffic and create clear journeys from informational content towards meal-kit purchases and subscriptions.
444%organic traffic growth YoY
831%increase in first-page keyword rankings YoY
387%increase in top-three keyword rankings YoY
“Phenomenal progress… It’s very exciting to see SEO become such an integral part of our marketing mix”
Finn Lagun, Co-founder & CMO
The work
How we did it
Build comprehensive content hubs
Turned opportunities such as “tagliatelle” into comprehensive resources combining recipes, tutorials, FAQs, related content and links to other pasta varieties.
Connect content to conversion
Designed routes through the site that connected informational searches with Pasta Evangelists’ weekly menu, meal kits and subscription offering, giving users a natural route from discovery to purchase.
Build topical authority
Repeated the content-hub approach across multiple pasta types, expanding Pasta Evangelists’ coverage of the category and strengthening its authority around pasta-related searches.
Ongoing SEO
Continually refined content, site structure and technical elements as performance data revealed new opportunities for growth.
Online PR & link building
Built offsite authority through online PR and strategic link building, helping priority pages compete for increasingly valuable searches.
The results
See the results
444% growth in organic traffic and 831% more first-page keyword rankings in one year
Organic traffic
Search rankings
444% growth in organic traffic
Organic traffic increased by 444% year-on-year.
831% more first-page rankings
The number of keywords ranking on page one increased by 831% year-on-year.
387% more top-three rankings
The number of keywords ranking in positions one to three increased by 387% year-on-year.
Stronger engagement
As visibility grew, engagement also improved, including bounce rate and average session duration, indicating that users were finding content that better satisfied their searches.
+193% estimated organic traffic
Across the longer Xero invoicing window, Ahrefs estimated monthly organic traffic rose from 56,759 at the nearest starting reading to a high of 166,246 within twelve months of the final invoice. This comparison has a different time frame from the year-on-year campaign results above.
+6,819% top-ten keyword rankings
Ahrefs counted 221 keywords in positions 1–10 at the starting reading and 15,291 at the high during the invoiced work.
Go Up is a leading SEO Agency in London. If you’d like to get a quote, please get in touch. We’d love to hear from you.
Testimonials
"Phenomenal progress… It’s very exciting to see SEO become such an integral part of our marketing mix"
Co-founder & CMO
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