Yemek.com & Zeo Agency - Case Study (Detaylı Analiz)

— Launched in September 2014, Yemek.com is a portal that combines appetizing recipes, fun lists, inspiring videos, and anything food-related that might interest food lovers. At Yemek.com you can find anything from articles about how to clean your refrigerator, to reviews about the newest and most popular kitchen designs, to latest food trends, to the list of teas to boost your immune system.

— From early-stage startups to large-established e-commerce, and to large holdings such as Doğan, Sabancı, and Doğuş, here at Ziyo we have worked with many different companies and many different cultures and structures. From my experiences, I can say that SEO success completely depends on teamwork. No matter the experience level of SEO agency, if you cannot establish harmony with your client's team, you cannot achieve an optimal result. In this aspect, we really established a good working relationship with Batuan, Ufuk, IT team, and the content team as well.

It was the key point of our joint success.

— Yemek.com team consists of 11 members with video, content, sales, and marketing teams. In addition, they are supported by Yemek Sepeti's IT, finance, marketing, HR, and legal departments. We have a young, dynamic, high-character team that understands the key to their success is through good teamwork. And Yemek.com and Yemek Sepeti believe happy team is a productive team. And since Ziyo is built on similar principles, we adapted to each other rather fast. When we are looking for partners, we look for companies that share similar outlook, goals, and ambitions with us, and Ziyo certainly fits this bill.

— When we started to work with Yemek.com in 2015, there was a major structural transformation process. It was mainly related with the backend change of the Yemek.com team, and it also includes some design changes. To avoid losing any existing organic traffic, it was very important for us to complete all the transformation without any problem. Ziyo's software developers created a crawler which collects all the data from the websites by the URL perspective, then later by adding all the data from the server logs and the web analytics softwares, we found all the addresses recognized by Google.

And we did a test run with the IT team to find all the current problems, and we kept in contact with the IT team all night to make sure everything went smoothly, and our vast resources, we were able to complete this transformation process without any problem.

— Metrix and trends of internet users looking for recipes is changeable by season. Our strategy is to catch on to these trends. First, with the help of our detailed analysis, we came up with all the recipe-related keywords known. Then we determined the different queries of users searching for recipes and analyzed the data to determine different trends. With this help of the pool we have developed, we can stay up to date with the food sector and follow the new trends as they develop.

— Ziyo mainly helped us look at SEO in big picture. Yemek.com team was already able to produce SEO-focused content, but Ziyo advises us on aspects such as which content to invest in, where there is less competition, and how we can get higher search engine placements. Ziyo created a pool with hundreds, even thousands, of recipes, and from this pool we can arrange seasonal strategies. For example, we received a lot of traffic from the search "pea jam." However, since peaches are not available during fall, together we determined new contents and recipes that are more suitable.

— We created a wide-reaching content that answers all the questions about a topic called 10x content. We might remember this content from well-known SEO content, "boiled egg." We have received very good feedback from this project that we have developed with the talented Yemek.com team. To give an example, we have created detailed content about pasta sauce, cake baking, tips on baking cookies, chicken meals, etc.

— We also come up with new strategies for special occasions such as Ramadan, New Year's Eve, Valentine's Day, and etc. In addition to recipes, we also get a lot of traffic for articles on things like how to marinate meat, how to brew tea, and list of edible mushroom types, which are number one results on Google for us.

— We can't attract users to our websites solely with good performance. As you might know, likely click-through rate or CTR has become as important as position data. We are continuously working to improve the positioning in search results to increase the click-through rate. First, we organized the title values of valuable category pages, and as a result, we saw an increase in the click-through rate. We saw the benefits of this mark the rapid climb of Yemek.com in recipes category. We have worked on similar aspects also with content pages, not just generic keywords.

— With Ziyo, compared to 2015, we saw 195% increase in our organic traffic. Ziyo's weekly and monthly reports and recommendations have as much to do with this success story as our content team's high-quality, SEO-friendly, and user-focused content. We worked together with Ziyo on content improvement, title optimization, seasonal recipe pools, special occasion contents, and competition analysis to boost our traffic. Our goal in 2017 is to work together further and continue this growth.