To become an online authority on a topic, you need to have a good degree of organic visibility across a range of subject-relevant keywords. However, first page visibility is worthless if users don’t engage with the content that’s ranking. That’s why paying close attention to user intent is so important – something which was at the forefront of our strategy for the Pasta Evangelists website.
It was identified at the start of the campaign that there was a significant amount of search volume for different types of pasta like “tagliatelle”. The website did rank for this term (a collections page compiling all tagliatelle dishes that had at one stage been available to buy), but rank position had plateaued on the third page of results.
The reason this page hadn’t performed better was clear to us – searching for “tagliatelle” is understood by Google as having the same search intent as “tagliatelle recipes”. Thus, in order to rank on the first page for this term, a resourceful “tagliatelle” page that served a range of internally linked recipes to users would be required.
This approach would tick the user intent box. It would also help Pasta Evangelists in their goal of becoming the online authority on pasta. What it wouldn’t do, however, is provide much transactional value to the company.
To tackle this, the second phase of the project planning focused on user journey, designing a wireframe that not only ensured good user experience but also created clear pathways from informational content to conversion.
We incorporated the company’s weekly menu into the page, giving the user a choice: follow one of the provided recipes to make a meal from scratch or take the pressure off and buy one of Pasta Evangelist’s easy-to-prepare meal kits (with the option of signing up for a subscription in the process). The recipes and the weekly menu were joined on the page by video tutorials, FAQs, links to related blog posts and links to similar pages on different pasta types, culminating in one comprehensive hub of tagliatelle-related resources.