SEO Optimization
Top Franchised Fast Food Chain
Ovative deployed an innovative solution to expose menu page content to search engine crawlers in order to capture incremental branded traffic and improve conversion rates for a top franchised fast food chain.
Scope
OPPORTUNITY
Prior to working with Ovative, a top fast food chain’s individual menu item pages were not crawled or indexed by search engines leading to poor SEO performance and user experience. Ovative identified a solution to ensure that the product detail pages could be indexed to capture branded keyword searches.
IMPACT
3 months after implementing the solution to improve crawlability and indexability for menu item page, organic clicks for branded sandwich names increased by 12%. Additionally, bounce rate improved by 68% for users landing directly on the menu detail pages.
Approach
- Identified an opportunity to enable search engines to crawl and index the menu item pages to capture traffic and provide a better user landing page experience
- Partnered with the chain’s development team to allow the menu item pages to return with an indexable 200 status code
- Implemented a dynamic XML sitemap to improve crawlability for search engines
- Supported development and adoption of a new process to ensure that new products and Limited Time Offers are pushed into production with the indexable 200 status code
- Having the menu pages return an indexable status code allowed the in-house search team to drive paid search ads to these pages
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