BBQ Catering SEO Case Study

Client Background

Before Working With Us

The client, a BBQ caterer in Singapore with years of experience, came to us in 2013 through a referral, during our early days in SEO.

Despite having a decade-old website and a small local reputation, their online presence was nearly nonexistent.
A previous SEO campaign with another vendor had failed, leaving the client skeptical about SEO’s potential.
With no visibility in search engines, they struggled to reach customers searching for BBQ catering services online.
Lacking knowledge in digital marketing, their sales relied heavily on networking events and word-of-mouth recommendations.

This scenario underscored the need for a reliable SEO strategy to unlock the client’s potential in the digital landscape.

Our Findings

SEO Audit & Strategy

Strategizing How to Dominate the BBQ Niche

In 2014, the client committed to a long-term digitalization plan, understanding that BBQ catering was increasingly being searched online. Despite past failures with another SEO vendor, the client recognised the potential of a robust SEO strategy to secure their position as an industry leader.

Step 1: Comprehensive Keyword Research

Our SEO analysis revealed a significant growth in local searches for BBQ services:

Over 10,000 monthly searches for BBQ catering services.
Achieving a top ranking could drive an additional 3,000 visitors per month.
With an estimated 10 inquiries per 100 visitors, this could generate high five-figure monthly returns from BBQ catering bookings.

This campaign had the potential to deliver a 10X ROI, making the investment highly worthwhile.

Step 2: SEO Audit Findings

A detailed SEO audit highlighted several key areas for improvement:

Website Age & Need for Revamp: The 10-year-old website was outdated and required a migration to a modern, SEO-friendly platform like Shopify.
Credible Domain Strength: The 10-year domain history provided a solid foundation to enhance Google trust and authority.
Structural SEO Challenges: The aged structure and platform limited the site's SEO potential and required significant technical optimisation.
Domain Authority Gap: The current domain authority of DA15 lagged behind competitors at DA30+, presenting a clear gap to close with targeted strategies.
Toxic Backlinks: High toxicity from spammy links was damaging the site’s quality score, necessitating a cleanup and disavowal process.

Step 3: The Execution Plan

With these insights, we designed and executed a comprehensive SEO strategy:

Website Migration: Transitioned the site to Shopify for a user-friendly, SEO-optimised platform.
Content Expansion: Optimised all product and service pages with detailed descriptions, key phrases, and expanded content exceeding 800 words per page.
Backlink Cleanup: Conducted a full backlink audit, disavowing harmful links via Google Search Console.
Aggressive Link Building: Launched a link-building campaign with DA40+ guest posts, SEO pyramids, and high-quality backlinks to strengthen domain authority and counteract toxic links.
Defensive SEO Measures: Established ongoing link-building efforts to prevent negative SEO attacks and maintain domain strength.

This carefully crafted strategy set the foundation for a dominant online presence in Singapore's BBQ catering niche.

After working With Us

The Results

A Breakthrough in Business Performance

Rapid Climb to the Top

From Page 3 to Page 1: Within the first four months, the website leaped from Page 3 to Page 1 for the competitive keyword “BBQ Singapore.”
Top 5 in 6 Months: By the sixth month, the client secured a consistent position in the top 5.
Rank 1 in 8 Months: Achieved the #1 rank by the eighth month, drawing in six-digit annual web visitors.

Business Growth and Transformation

Revenue Surge: Business revenue skyrocketed from six to seven digits annually, driven by a tenfold increase in web traffic and a flood of in-house orders.
Capacity Expansion: The surge in inquiries necessitated business expansion, including increased headcount and larger kitchen and office spaces in years 2 and 3.

Dominating the BBQ Niche

Industry Leader: The client became the #1 BBQ catering company in Singapore, solidifying their reputation as the go-to provider.
Future Growth: This dominant position served as a springboard for further expansion into related niches, cementing their long-term success.

Our strategic SEO execution didn’t just boost their online visibility—it transformed their business trajectory, turning them into Singapore’s BBQ catering industry leader.