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Written by Reece
Since the release of our food & drink report last year, which we’re immensely proud of (if you couldn’t tell), we’ve had regular discussions about some of the key topics we covered. We’ve asked questions such as:
How will our findings evolve over the next year?
What role does optimised content play within the food & drink industry?
Is Five Guys better than Archies?
All valid questions, but it’s the second one which has really got our mind racing recently…
You’ll be hard-pressed to log onto literally any social media platform and avoid food-related content. Instagram? Jam-packed with artsy food snaps. Tik Tok? Rammed with creative recipe vids. Facebook? Never short of reel-style videos showcasing the best way to cook a salmon on a plank of wood in the middle of a forest.
This type of visual content will always have its place, after all, everyone loves to drool over photos of delicious scran.
But what about written content which has been optimised for SEO purposes? You may think that it’s pointless writing stacks of content which don’t appeal directly to your taste buds or the part of your brain which leads to your eyes being bigger than your stomach.
When evaluating the benefit of written content and measuring it against visual content, which you most often see on social media, you need to understand the purpose. Sure, videos of chefs preparing the latest menu items and pictures of the day’s specials will get people through the door but this doesn’t mean you can neglect your business’s website.
This type of content is just one of the engines which will drive your business to success. Well-optimised written content designed to help your website perform is another engine. Understanding this is the first step and the more simple you can make this process, the more successful you’re likely to be.
In the aire of simplicity, we’d like to introduce Goose…
The best way to explain Goose would be to use a quote from our CEO, Lee Fuller:
“We built Goose to get a better understanding of how Google interprets the copy we write for clients. Not only does Goose give us a higher degree of certainty that we are getting it right but it saves us time when it comes to measurement and optimisations.”
With this in mind, we’d like to show you an example of Goose doing its thing and just how much impact it can have on a website’s content.
This one is from Little Moons and through the ‘classification analysis’ data, we can see that the new content is now being recognised for more relevant categories.
If Goose has ‘pecked’ your interest, check out our you’ve been goosed piece to find out how we changed the content to rank better whilst maintaining all the key elements of Little Moon’s brand tone of voice.
If you haven’t read our food & drink report yet, there really is no excuse! No, we’re just kidding, but if there was ever a good time to dig in, now is that time! In this blog, we’ve only scratched the surface of how important content is to the food industry, so to satisfy your appetite, you’ll need to go all in.