The Brand

East At Home makes BIR (British Indian Restaurant) cuisine easy to recreate at home, with a range of spice and curry kits and sauces available to buy from their website as well as in supermarkets around the UK.

The Need

A beautiful new visual design was doing wonders for the brand’s general performance, but organic search visibility had tailed off a little and they wanted to make sure they weren’t missing a trick with their website configuration.

The Approach
  • Comprehensive SEO audit of the website reviewing all critical aspects from core code to structured markups, UX signals, and core web vitals
  • Specifications for developers and the internal content team to both fix errors and improve the organic potential of the website and its copy
  • Query research to identify more niche recipe opportunities that could further enrich the brand’s online presence
  • Support with implementation and testing of main technical fixes, including Recipes schema and image optimisation
  • Recommendations for further growth work to be led by the internal team, including product level optimisation to boost feed performance, and advice on digital PR to grow both brand and site equity
The Results

Just six weeks after the deployment of onsite improvements:

  • +18% ownership of rich search results such as AI Overview mentions
  • +37% improvement in sampled commercial keyword target rank
  • +65% improvement in overall average ranking position (Google Search Console)
  • +15% in organic+direct sessions to the site year-on-year
  • +6% in organic+direct last click revenue on the site year-on-year
The Verdict

This was a one-off “audit and fix” style project as the overwhelming need for East At Home in the longer term was to grow their brand. So, once we’d tidied up the site a bit and made some adjustments to better serve their target searching customers, I advised them against an SEO retainer with me.

Instead I recommended they look into doing PR work with a food sector specialist, both to help the site’s overall “punching weight” by getting some more inbound links, and (more critically) to help grow their brand and awareness of its unique offering for curry lovers around the UK.

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