Client: a diet meal delivery service. The company prepares meal plans in boxes and delivers them, including in Prague.
Typical customers: people who want to lose weight, eat healthier, or don’t have time to cook.
Many of them aren’t searching for meal delivery yet. They search for “jak zhubnout břicho” (how to lose belly fat) or “kolik kalorií denně” (how many calories a day).
Customers came only from paid channels, which was expensive.
Selected top 10 queries
The main query, “krabičková dieta” (diet meal delivery), ranked 3rd in November 2024. We picked queries with enough search volume where the searcher is either ready to order or a future customer.
What we did
We started with an analysis and a strategy. We mapped the words that lead customers to diet meal delivery.
In sprints, we chose the steps with the biggest impact.
A content funnel for the early stages
Customers get to an order step by step, so we reached them before they start looking for the service.
- Customers close to ordering: people who search for “krabičková dieta” are close to ordering, but there aren’t many of them.
- Early-stage customers: far more people are dealing with weight loss, calories or workouts.
- Informational posts: so in content sprints we chose more than 30 informational topics and wrote posts for people at an early stage. The reader stays on the site and, when ready, gets an offer for the next step.
Less competitive queries first
A faster route to rankings leads through specific queries with less competition.
- Main query: the road to good rankings for the short, competitive “krabičková dieta” is long.
- Specific queries: so we also created content for queries that people search for in a particular situation.
- Stronger website: these pages also strengthen the website as a whole.
Keyword research helped us choose the topics.
We connected the pages with internal links so that a reader of an informational article finds the way to the offer.
Featured snippets: position zero
For some queries, Google showed an answer from our article right above all results, in “position zero.”
Here are two examples.
Evidence
