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
- Increase organic traffic to the website by 50% within 6 months.
- Achieve top 5 search engine rankings for primary keywords.
- 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
- Increased Organic Traffic:
Achieved a 65% increase in organic traffic within 6 months. - Improved Search Rankings:
Ranked in the top 5 for primary keywords such as “Winnipeg bakery” and “custom cakes Winnipeg.” - 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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