SEO landing pages for a catering marketplace

Before joining ezCater as a product manager, I contracted for their growth team as a designer and frontend developer. ezCater is a catering marketplace for food at work, operating nationwide in the United States. During one of my contract stints, the growth team and I worked on a number of projects to strengthen ezCater's SEO position. We focused on building template pages that could be replicated many times to target long-tail search terms. For example, we built a “metro” page focused on search terms similar to “catering in {city_name}”. We built several related templates (e.g. metro, cuisine, top reviewed, metro-cuisine, etc.), which were used to programmatically launch hundreds of pages.

The growth team maintained all of the company's landing pages. Following the launch of these templates, page one search rankings more than doubled the control, the average blended rank of all tracked keywords decreased from 33.3 (page 4) to 6.33 (page 1), and daily visits to the company's landing pages tripled.

The metro page included content and caterers relevant to a specific city, targeting 'catering in {city}' keywords.

The reviews microsite showed the top reviewed catering partners in each city. This was another attempt at increasing SEO position in metro-related search terms.