Grey's Fine Foods SEO Case Study
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How Edge45® doubled Grey’s Fine Foods organic traffic within 3 months & more than trebled it year on year within 12
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Client: Grey’s Fine Foods
Website: www.greysfinefoods.com
Segment: Food & Drink, E-commerce, B2C
Background: Grey’s Fine Foods is an online Spanish food shop that specialises in sourcing and importing authentic, top quality Spanish foods, ingredients and drinks from Spain into the UK where they are then sold online.
Grey’s was already a major player in the import and wholesale B2B market where wholesale clients ranged from michelin star restaurants to 5 star hotels as well as a large range of independent delis. However our client wanted to open up a new revenue stream by offering a number of products to the B2C market via an online store where margins were bigger than those typical in wholesale.
With no growth in website traffic and revenue, Edge45® was tasked with increasing the organic search presence of www.greysfinefoods.com so that the website could become profitable in its own right rather than subsidised by the wholesale division of the business.
Goal 1: Increase visibility of website in Organic Search to drive more visitors
Goal 2: Increase revenue generated from online sales
The Results
Keyword Rankings
| Keyword | # Monthly Searches | Rank Year 1 | Rank Year 2 |
| spanish food recipe | 210 | Not in top 100 | 73 |
| recipes from spain | 720 | Not in top 100 | 56 |
| spain food recipes | 590 | Not in top 100 | 39 |
| spanish foods recipes | 210 | Not in top 100 | 38 |
| spanish wine shop | 140 | Not in top 100 | 38 |
| traditional spanish recipes | 480 | Not in top 100 | 36 |
| spain recipes | 880 | Not in top 100 | 31 |
| spanish traditional food | 720 | Not in top 100 | 29 |
| buy spanish wine | 70 | Not in top 100 | 29 |
| traditional spanish food | 2900 | Not in top 100 | 25 |
| traditional spanish foods | 390 | 36 | 25 |
| authentic spanish recipes | 1000 | Not in top 100 | 24 |
| spanish drinks | 880 | 35 | 24 |
| buy spanish wine online | 30 | 43 | 19 |
| traditional spanish drinks | 50 | Not in top 100 | 18 |
| spanish wine importers | 70 | Not in top 100 | 13 |
| spanish food delivery | 390 | 10 | 4 |
| spanish groceries | 170 | Not in top 100 | 3 |
| spanish hamper | 140 | 7 | 4 |
| spanish shop online | 110 | Not in top 100 | 6 |
| buy spanish food | 90 | 8 | 3 |
| buy spanish food online | 90 | 12 | 4 |
| spanish hampers | 90 | 6 | 4 |
| spanish food shop | 90 | 54 | 6 |
| spanish wholesalers | 70 | Not in top 100 | 2 |
| wholesale spain | 70 | Not in top 100 | 3 |
| spanish hampers uk | 50 | 5 | 3 |
| spanish food suppliers | 50 | 16 | 5 |
| spanish food hamper | 50 | 6 | 5 |
| spanish food importers | 40 | Not in top 100 | 1 |
| spanish gift baskets | 40 | 20 | 4 |
| spanish food wholesalers uk | 30 | Not in top 100 | 3 |
| spanish wholesale | 30 | Not in top 100 | 3 |
| spain wholesale | 30 | Not in top 100 | 3 |
| spanish food distributors | 30 | Not in top 100 | 3 |
| spanish food hampers | 30 | 6 | 4 |
| spanish food gifts | 30 | 8 | 4 |
| wholesale spanish | 30 | Not in top 100 | 8 |
| spanish wine importers uk | 30 | Not in top 100 | 10 |
| spanish food imports | 20 | 38 | 2 |
| spanish food wholesalers | 20 | 38 | 2 |
| spanish food wholesale | 20 | 7 | 2 |
| spanish food hampers uk | 20 | 5 | 4 |
| spanish foods uk | 20 | 24 | 5 |
| spanish food importer | 10 | Not in top 100 | 1 |
| spanish food gift baskets | 10 | Not in top 100 | 1 |
| spanish hamper uk | 10 | 5 | 2 |
| buy spanish drinks | No data available | 5 | 1 |
| buy spanish drinks online | No data available | 14 | 1 |
| Totals/Averages | 1910 | 13.4 Average Rank | 3.5 Average Rank |
Organic Traffic
With year on year data only becoming available from December 2015 onwards, Edge45® was proud to deliver the following increases in organic traffic:
| Month | Year 1 Organic Visits | Year 2 Organic Visits | YOY % Increase |
| December | 1483 | 3846 | 159% |
| Month | Year 2 Organic Visits | Year 3 Organic Visits | YOY % Increase |
| January | 860 | 2232 | 160% |
| February | 960 | 2663 | 177% |
| March | 885 | 3105 | 251% |
| First Quarter | 2705 | 8000 | 196% |
Organic Revenue
Whilst we would love to share actual revenue figures with you to demonstrate just what a difference our SEO work made to Grey’s Fine Foods, the sensitive nature of such data means we cannot. However, we are pleased to be able to share the following Year on Year percentage increases in organic revenue:
| Month | YOY % £ Revenue Increase |
| December Year 1 - December Year 2 | 169% |
| January Year 1 - January Year 2 | 791% |
| February Year 1 - February Year 2 | 269% |
| March Year 1 - March Year 2 | 2991% |
Conversion Rate Optimisation & User Testing
You can learn how we used Conversion Rate Optimisation (CRO) and user testing to increase the E-commerce conversion rate of www.greysfinefoods.com by 359% to further increase sales & online revenue in our Grey’s conversion rate optimisation case study here.
What the client said
“Edge45® has helped us develop a much clearer vision of our online business, better web structure, better focus on those who matter – our customers, better page rankings, increase in traffic, increase in number of enquiries and most importantly, increase in turnover.
Fundamentally, Edge45® has made a significant difference to the way we do business online. They’ve grown our online revenue to a point that we can start treating it as a standalone business & thanks to Colin’s SEO knowledge & experience, our brand is ranking 100 times better in Google.” – Javier De La Hormaza, owner of Grey’s Fine Foods.