SEO Case Study: Ranking a Small Business in Winnipeg SEO campaign case study webgig
Business Overview

Business Name: Sweet Treats Bakery
Location: Winnipeg, Manitoba
Industry: Bakery and Confectionery
Website: www.sweettreatsbakerywinnipeg.com
Platform: WordPress
SEO Plugin: RankMath

SEO Case Study: Ranking a Small Business in Winnipeg

This case study outlines the steps and results of an SEO campaign to improve the search engine ranking of a small bakery in Winnipeg. This is a hypothetical business. We get asked how we can rank businesses every time, so we thought it would be a good idea to do a basic breakdown. The website was built using WordPress and optimized using the RankMath plugin, addressing challenges such as low online visibility and limited website traffic. Significant improvements were achieved through a structured SEO strategy.

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Table of Contents

Objectives

  1. Increase organic traffic to the website by 50% within 6 months.
  2. Achieve top 5 search engine rankings for primary keywords.
  3. Enhance local online presence and engagement.
 

Step 1: Initial Website Audit – Website Structure

Mobile-Friendliness:

Assessed using Google Mobile-Friendly Test.

Page Speed:

Measured with Google PageSpeed Insights, load time was 4.5 seconds.

Secure Connection:

Verified HTTPS implementation.

Content Audit:

Evaluated existing content for quality and relevance.

Identified the need for a blog section.

Technical Audit:

Used Ahrefs and RankMath to identify broken links, duplicate content, and sitemap issues.

 

Step 2: Keyword Research

Target Keywords:

Identified primary keywords using Ahrefs & Google keyword planner for keyword suggestions.

Analyzed competitors for additional keywords like “gluten-free bakery Winnipeg.”

 

Step 3: On-Page SEO Optimization

Title Tags and Meta Descriptions:

Optimized using RankMath, ensuring the inclusion of target keywords.

Header Tags:

Structured headers (H1, H2, H3) were optimized with keywords.

Content Optimization:

Enhanced existing pages with keyword-rich content using RankMath’s and Ahrefs content analysis tool.

Image Optimization:

Optimized images with descriptive alt tags.

 

Step 4: Technical SEO

Site Speed Optimization:

Compressed images and implemented caching, reducing load time to 2.1 seconds.

Mobile Optimization:

Ensured the site was fully responsive using common standard practices like selecting the right WordPress themes and plugins or developing a custom WordPress website.

Secure Connection:

Verified and maintained HTTPS across the site.

Structured Data:

Added schema markup using RankMath’s built-in options.

 

Step 5: Local SEO

Google My Business (GMB):

Claimed and optimized GMB listing with accurate information and photos.

Local Citations:
Ensured NAP (name, address, phone number) consistency across local directories using Bright Local SEO module.

Local Keywords:
Incorporated city and neighbourhood names in content and meta tags.

Reviews:
Encouraged customers to leave positive reviews on GMB.

 

Step 6: Content Marketing

Blogging:
Created a blog section and published bi-weekly posts on baking tips, recipes, and local events. Made sure the blog posts were original and keyword-rich.

Guest Posts:
Wrote guest articles for local food blogs and industry sites.

Content Upgrades:
Offered downloadable recipe books and baking guides.

 

Step 7: Link Building

Backlink Analysis:
Used RankMath to analyze and disavow harmful backlinks.

Quality Backlinks:
Secured backlinks from local businesses, food blogs, and influencers.

Internal Linking:
Improved internal linking structure to enhance navigation and link equity.

 

Step 8: Social Integration & Syndication

Profiles:
Maintained active profiles on popular platforms and unpopular platforms of the business niche like Facebook, Instagram, Pinterest,
Tumblr, Reddit and Twitter.

Engagement:
Regularly posted content, engaged with followers, and shared blog posts.

Social Sharing:
Added social sharing buttons to website content and RSS feeds.

Step 9: Analytics and Tracking

Google Analytics:
Set up and tracked traffic and user behavior.

Search Console:
Monitored search performance and fixed issues using Google Search Console.

Goal Tracking:
Set up conversion goals in Analytics to measure success.

 

Step 10: Regular Monitoring and Reporting

Keyword Rankings:
Tracked keyword rankings using RankMath, Ahrefs, Brightlocal and SEMrush.

Traffic Analysis:
Monitored website traffic and user behavior patterns.

Performance Reports:
Created monthly SEO performance reports to measure progress.

 

Step 11: Continuous Improvement

Update Content:
Regularly updated old blog posts and pages with fresh information and keywords.

A/B Testing:
Conducted A/B tests on landing pages to improve conversion rates. A must for ecommerce businesses.

Feedback Loop:
Used user feedback and data analytics (Crazy Egg) to make continuous improvements.

Step 12: Local Community Engagement

Local Events:
Participated in and sponsored local events.

Partnerships:
Built partnerships with other local businesses.

Press Releases:
Sent out press releases for notable business updates and community involvement.

 

Results

  1. Increased Organic Traffic:
    Achieved a 65% increase in organic traffic within 6 months.
  2. Improved Search Rankings:
    Ranked in the top 5 for primary keywords such as “Winnipeg bakery” and “custom cakes Winnipeg.”
  3. Enhanced Local SEO Presence:
    GMB listing saw a 40% increase in views and a 30% increase in customer actions.
 

Conclusion

By implementing a comprehensive SEO strategy, Sweet Treats Bakery significantly improved its online visibility, search engine rankings, and local presence. This case study demonstrates the effectiveness of a structured, multi-faceted SEO approach for Winnipeg small businesses.

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