Run Faster, Aim Higher

Migros is one of Turkey’s largest retail companies, supermarket chains, and employers, with more than 2,000 stores. With its Money Club Card membership system, the company provides several discounts and benefits to 8 million customers.

The company’s subsidiary website MigrosTV is a branded content website focusing mainly on topics such as beauty, care, health, and food recipes. The website intends to be a reference point for recipes, healthy food, and related topics in Turkey.

When our content SEO improvements were supported with Recipe Structured Data’s implementation, MigrosTV managed to get 1.9 million impressions from Google’s Rich Results just in 3 months!

ORGANIC TRAFFIC (CLICKS) INCREASED BY 71.000

Challenges:

The recipe articles were the key to promoting products from the Migros website; thus, MigrosTV needed to gain more organic visibility for its recipe-related content.

However, ranking in higher positions on Google for recipes and food-related articles was not easy peasy with a website that was not entirely focused on the food niche.

All the famous food bloggers, recipe websites, and YouTube channels turned the ranking competition into a hurdle race.

Moreover, all the duplicate recipe pages, thin pages due to URL parameters’ usage, and the lack of recipe images came back as fluctuations in the entire website’s indexability, which meant extra hurdles to overcome in this big race.

In order to win the medal -organic visibility in our story- we had to run fast.

That’s why we had to make a one-of-a-kind optimization to gain visibility in such a short time as a supportive force to our ongoing content SEO improvements.

The Approach:

Before the big race, we started our practices with detailed content briefs focusing on both search volumes and ingredients such as seasonal fruits or vegetables on a monthly basis to gain ranking for new keywords. Meanwhile, we also made our routine health checks for duplicate content, crawl-budget optimization, meta title, and description, etc.

We were progressing effectively, but we needed a secret flavour amplifier to gain the necessary speed in our recipe game. And that would be the implementation of Recipe Structured Data!

With our guidance, MigrosTV started to use it on August 25th, which was the starting point of our big race.

Hard work always pays

Results:

MigrosTV started to have better performance in Google Search results thanks to their structured data.

Between August 19th and November 30th, the organic visibility score increased from 2.47% to 3.01%. Within almost a month, the visibility of 300 recipe-related non-brand keywords with 13 million monthly search volumes skyrocketed thanks to Recipe Structured Data’s implementation. 174 of these keywords included the keyword “recipe” while 100 keywords included the word “how to.” No official Google algorithm update was roll out within this time interval.

Our average position for these recipe keywords also increased by 7.92.

Of course, this skyrocket effect was not limited to the keywords we were tracking. We also succeeded in gaining rankings for almost new 11.000 keywords in the top 100 results.

Comparison with the Previous Period

We succeeded in increasing the organic traffic by 71 thousand and total impressions by 2.4 million compared to the previous 3 months.

Non-brand traffic increased by 36.7 thousand, and the total impressions of non-brand keywords by 869 thousand.

Branded organic traffic also increased by 2.4 thousand, while total impressions increased by 15 thousand.

YoY Comparison

All these numerical increases came back with 169 thousand more clicks, 1.7 million more impressions, and 0.5% better average CTR compared to the same period in the last year.
Non-brand traffic increased by 97 thousand.
Branded traffic increased by 2.9 thousand.

And The Medal Goes to…

Of course, the medal goes to the impressions MigrosTV started to have in rich results.

Within almost 3 months after the implementation of the Recipe structured data, MigrosTV started to have impressions from 3 different sources, which were:

11,708 new impressions from Recipe Gallery,
1 million new impressions from Recipe Rich Results,
1 million new impressions from Rich Results.

When compared to the previous 3 months, we skyrocketed our metrics!

Rich snippet impressions increased by

1.900.000

Total impressions increased by

2.100.000