Introduction
This case study uses search engine optimization (SEO) to establish a solid online presence for Hans’ Bakery, a small local bakery. The goal is to perform an SEO audit on their website and optimize it to boost their exposure on search engines. This will increase organic traffic and eventually drive the growth of the company. Throughout this case study, one will look at their present website, identify areas for improvement, and make strategic SEO recommendations. The case study will yield vital insights into the potential of SEO for small businesses and how it can be a game-changer in developing an online presence and driving success.
Company Overview
Hans’ Bakery is a small-scale bakery in the small town of Anoka, Minnesota (“Hans’ Bakery in Anoka,” n.d.). Hans’ Bakery specializes in handmade baked goods, including bread, pastries, cakes, and custom-made confections. They aim to provide excellent quality and flavor while encouraging connection through cuisine.
Hans’ Bakery has used SEO to increase its internet presence and attract more customers to reach its objectives. They have effectively enhanced their search engine rankings by optimizing www.hans-bakery.com. This case study will investigate Hans’ Bakery’s specific SEO strategies and tactics.
SEO Audit
The goal of this audit was to evaluate their website’s current SEO status and identify improvement opportunities. The website’s structure and navigation were determined to be well-organized and user-friendly, guaranteeing that visitors can readily access the information and items they need. The website’s page load speed was sufficient, resulting in a seamless user experience and lowering the possibility of high bounce rates (Pittman, 2022). Finally, it was established that the website is mobile-responsive, which means adjusting its layout and content to accommodate different screen sizes and devices. This is critical for increased search rankings because search engines take mobile-friendliness into account. The SEO audit found favorable results in these critical areas.
On-Site Optimization
Each page on the website had a distinct and descriptive title tag and meta description that included relevant keywords to attract search engine users. However, some title bars referred to Wuollet Bakery rather than Hans’ Bakery, thus confusing customers (“Hans’ Bakery in Anoka,” n.d.). The website employed header tags efficiently to organize the information, making it more readable for people and search engines. Keywords, including headings and paragraphs, were placed across the website’s content to ensure relevancy and search engine visibility. However, inevitable mistakes were discovered, such as “All orders are placed 48 hours in advance” on the welcome page, which produces an unfavorable initial impression (“Hans’ Bakery in Anoka,” n.d.).
Off-Site Optimization
Off-site optimization refers to external elements that contribute to a website’s visibility and authority. In particular, Hans’ Bakery has created a Facebook presence, allowing them to communicate with their target demographic and drive traffic to their website (Hans’ Bakery, n.d.). Using social media, Hans’ Bakery can increase brand exposure and attract new consumers. These off-site optimization activities help Hans’ Bakery’s SEO success by boosting authority, visibility, and organic traffic to their website.
Link Analysis
In the link analysis for Hans’ Bakery, Ahrefs’ Backlink Checker was used to investigate the website’s backlink profile (“Free backlink checker by Ahrefs,” n.d.). The primary domain is Web, which includes all of its subdomains. The website has a Domain Rating (DR) of 16, indicating moderate authority and strength. The domain was discovered to have 255 backlinks, with 89% being dofollow links (“Free backlink checker by Ahrefs,” n.d.).
Dofollow backlinks are essential for improving search engine rankings and driving organic traffic. Backlinks to Hans’ Bakery have come from 78 distinct domains, 78% being dofollow linking websites (“Free backlink checker by Ahrefs,” n.d.). These connecting websites provide vital referral traffic and help the company’s internet presence.
Keywords
These keywords were selected for optimization based on the content and target audience of the website. They will boost the company’s online visibility and attract relevant customers. “Local bakery” emphasizes the company’s community-oriented strategy. “Custom cakes” entice customers looking for bespoke masterpieces for special occasions.
“Birthday cakes” and “Wedding desserts” cater to specific celebration requirements. Finally, “Specialty cupcakes” highlights the company’s competence in creating unique and inventive cupcake flavors. These carefully selected keywords will assist the company in optimizing its website and enhancing its exposure in search engine results, resulting in increased organic traffic and an increase in its online presence.
Suggestions
Specific suggestions can be made to improve Hans’ Bakery’s SEO results. To begin, careful proofreading is required to ensure the professionalism and accuracy of all online content. This helps to eliminate spelling and grammatical mistakes that could harm the company’s credibility and search engine rankings.
Secondly, it is critical to expand the backlink profile: Hans’ Bakery should reach out to obtain more high-quality backlinks from trustworthy local businesses and industry-related blogs (Pittman, 2022). Finally, local SEO optimization is needed to attract local customers. It is also necessary to verify that the company’s information on the website and in local business directories, such as its name, address, and phone number, is consistent.
Creating an Instagram account in addition to the existing Facebook account is recommended. The visual element of Instagram makes it an excellent venue for showcasing the bakery’s delicacies and engaging a broader audience. After creating a content strategy, the bakery may generate organic visitors and develop expertise in the field (Pittman, 2022). Developing the Instagram account by frequently providing educational posts focused on baking ideas and recipes would encourage social sharing. By implementing these recommendations, Hans’ Bakery may significantly boost its SEO results.
Conclusion
The SEO audit on Hans’ Bakery’s website yielded significant data. The audit revealed that the website has a solid foundation due to excellent on-site SEO and a good off-site presence. Hans’ Bakery can improve its internet presence by applying this advice. These enhancements will boost their SEO rankings, increasing the visibility of their website to potential clients. With improved internet visibility, the bakery will attract a more extensive client base, resulting in more traffic and, ultimately, more revenue.
References
Free backlink checker by Ahrefs: Check backlinks to any site. (n.d.). Ahrefs. Web.
Hans’ Bakery. (n.d.). Home [Facebook page]. Facebook. Web.
Hans’ Bakery in Anoka. The best cake shop in Minnesota. (n.d.). Hans’ Bakery. Web.
Pittman, C. (2022). SEO and digital marketing (Vol. 1). SMP Publishing.