Overview
Wok ’N Roll is a dynamic restaurant that specializes in serving high-quality Chinese food, sushi, and Asian cuisine. Based in Scottsdale, Arizona, its mission is to deliver authentic culinary experiences that resonate with local and international audiences alike. Despite its strong local presence, the restaurant faced challenges in scaling its online visibility and connecting with potential customers through organic search.
To address these challenges, Wok ’N Roll partnered with K2 Rankings Tech to implement a targeted SEO strategy aimed at increasing organic traffic, improving keyword rankings, and enhancing the overall online presence. This case study outlines the key growth points achieved during the campaign.
Challenges
Before the SEO campaign, Wok ’N Roll experienced:
- Limited visibility in competitive local search terms such as “Chinese food near me” and “sushi near me.”
- Low organic traffic (3K monthly) and limited referring domains (234 domains).
- A weak backlink profile, making it difficult to compete with other local Asian restaurants.
- Suboptimal user experience metrics affecting conversion rates and engagement.
Objectives
The primary goals of the SEO strategy were:
- Boost organic traffic to drive more customer inquiries, reservations, and orders.
- Improve rankings for branded and non-branded keywords like “Chinese food near me” and “sushi near me.”
- Expand the restaurant’s online reach in the U.S. and other international markets.
- Strengthen domain authority through improved backlinks and referring domains.
SEO Strategy
To achieve these goals, K2 Rankings Tech implemented the following:
1. Keyword Optimization:
- Conducted keyword research to identify high-volume, competitive terms such as “Chinese food near me” and “sushi near me.”
- Optimize branded keywords like “wok n roll” and “wok n roll sushi” for stronger local visibility.
2. Content Marketing:
- Published engaging blog articles focused on Asian cuisine, food trends, and the restaurant’s specialties.
- Optimized website content with targeted keywords for better rankings.
3. Technical SEO:
- Improved Core Web Vitals and page loading times for a better user experience.
- Ensured mobile friendliness and implemented HTTPS for enhanced security.
4. Backlink Building:
- Secured high-quality backlinks from authoritative food blogs and restaurant directories, resulting in a 683% growth in backlinks over six months.
5. Local SEO Optimization:
- Optimized Google My Business profiles for higher visibility in local searches.
- Encouraged customer reviews to build social proof and improve CTR.
Results
1- Organic Traffic Growth
- Monthly organic traffic increased from 3K to 8.9K within six months, resulting in a +201% growth.
- The United States remained the primary traffic source, contributing 100% of the total organic traffic. Additional traffic growth was observed from countries including Mexico (+100%), the Bahamas (+500%), and Mongolia (+100%).
2- Improved Keyword Rankings
Total organic keywords increased to 909, including high-performing branded terms like:
- wok n roll” (40,500 search volume, 1,200 traffic).
- “wok n roll sushi” (938 traffic).
- “Chinese food near me” (5M search volume, 100 traffic).
“sushi near me” (2.74M search volume, 96 traffic).
3- Backlink and Domain Growth
- Backlinks achieved a remarkable +683% increase, growing from 616 to 4.8K.
- Referring domains increased by +13%, creating a strong SEO foundation and enhancing domain authority.
4- Enhanced Website Performance
- Core Web Vitals improved significantly, ensuring faster loading speeds and optimized mobile-friendly design.
- HTTPS adoption enhanced website security, leading to better user trust.
5- Increased Impressions and CTR
- Total search impressions reached 72K, an indicator of increasing visibility in search engines.
- Maintained an average CTR of 7% for targeted keywords.
Key Takeaways
The targeted SEO strategy implemented for Wok ’N Roll delivered impactful results:
- Substantial growth in organic traffic (+201%), supported by stronger keyword rankings.
- Increased brand visibility in the local Scottsdale area and neighboring countries.
- A more authoritative online presence through enhanced backlinks and domain metrics.
These results highlight the importance of implementing a strategic and data-driven SEO campaign for businesses in competitive industries like food and hospitality.
Conclusion
Wok ’N Roll’s partnership with K2 Rankings Tech successfully transformed its online presence, positioning the restaurant as a go-to destination for Asian cuisine. Through tactical SEO improvements, the restaurant not only attracted more local customers but also expanded its reach into international markets, creating new opportunities for growth.
Looking forward, Wok ’N Roll aims to sustain its momentum by further refining its content strategy and maintaining consistent engagement with its target audience.
