Case Study: Catercom

Case Study: Website Optimization for Catercom Catering

Catercom Catering, a leading catering company in Johannesburg, partnered with New Perspective Design to revamp their online presence. This initiative aimed to modernize their website, optimize content, and implement an effective SEO strategy. As a result, Catercom became one of the top-ranking catering companies in Pretoria, Johannesburg, and Centurion.

Step-by-Step Approach

1. Website Audit

Key issues identified during the initial audit:

Outdated themes causing slow load times.
Poor site structure leading to low user engagement.
Content not tailored to address audience queries or rank for competitive keywords.
Non-optimized images despite significant traffic from image searches.

2. Website Redesign

Theme Update: A lightweight, modern theme replaced the outdated one, improving loading speed and user experience.
Improved Navigation: The website structure was reorganized, simplifying user journeys and enhancing discoverability of services such as event catering, small event catering, and buffet services.

3. Content Optimization

Content Rewrite: All service pages and landing pages were rewritten with a customer-focused tone, targeting specific search intents.
SEO-Driven Blogs: A blog strategy was developed to answer common customer questions, positioning Catercom as an authority in the catering industry.

4. Keyword Optimization

We targeted high-value local keywords such as:

“Catering companies Johannesburg”
“Catering companies Pretoria”
“Small event catering Johannesburg”
“Buffet catering food”
“Caterers Pretoria”

From the provided data:

Traffic Increase: Keywords such as “Catering companies Johannesburg” saw a traffic increase of +79, while “Small event catering Johannesburg” improved by +22.
Ranking Improvements: Keywords like “Caterers Johannesburg” rose to position 2 (+2), and “Buffet service” moved up 4 positions to rank 5.

5. Image SEO

With 50% of Catercom’s traffic originating from images:

Images were optimized with descriptive alt text and filenames.
An image sitemap was implemented for better indexing.
Compressed images to reduce load times without sacrificing quality.

6. Technical SEO

Core Web Vitals: Improved website speed and responsiveness.
Mobile Optimization: Ensured seamless functionality across all devices.
Metadata and Schema: Enhanced click-through rates with optimized metadata and structured data.

7. Results

Data from Google Search Console and keyword rankings show:

Traffic Growth: Organic clicks increased from 1.69K to 3.66K in six months (+116%).
Improved Visibility: Impressions rose from 74.7K to 134K.
Keyword Performance: Several competitive keywords achieved top positions, driving targeted traffic.
CTR: Click-through rates improved from 2.3% to 2.7%, indicating better engagement.

Challenges and Overcoming AI Impact

While AI overviews may have impacted some click-throughs, the overall authority of Catercom’s website grew. Blogs and strategic content drew in new customers, proving the power of value-driven content over AI-generated summaries.

Through strategic planning and execution, New Perspective Design transformed Catercom’s online presence, solidifying their reputation as a top catering company in key regions. This case study highlights the importance of holistic website optimization in driving measurable business success.

Do you have a website in Johannesburg or South Africa that needs SEO or a redesign? Are you just starting up? Contact the best web designers and marketing experts in Johannesburg today.

Written By: New Perspective Design

New Perspective Design is a leading graphic and web design agency based in East London South Africa. We also specialize in the fields of search engine optimization and online marketing with over 6 years of experience in the industry. Our agency has a passion for growing business online and thrives on mutually beneficial relationships with our clients.

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