Promoting a Food Delivery Service: How We Increased Top 10 Search Queries by 1.5 Times in 4 Months

Case

Cappi

Ukraine

Food Delivery

2022

SEO for a website enhances page visibility in search results, increases traffic, and generates orders without extra ad costs. However, getting a site to rank in Google’s Top 10 requires a comprehensive approach that includes technical optimization, structure and usability improvements, and properly optimized page content.

Hiring SEO professionals helps avoid mistakes and achieve desired results quickly. Sprava Agency’s case study on promoting food delivery services proves the effectiveness of this approach.

"Cappi" is a food delivery service based in Odesa.

The client offers a wide selection of pizzas, bowls, Asian cuisine dishes (soups, sushi, WOK, desserts), salads, and drinks. The company has three physical locations in Odesa, with delivery available across the city. Since 2023, they have also expanded to serve Dnipro.

The client’s primary objectives were to:

Improve the website’s search rankings,
Increase the share of organic traffic,
Reduce or eliminate ad spending on Google and social media.

According to the KPIs set by the client, average monthly traffic was to reach the highest levels of 2022 (5,500–5,800 users) within four months. Within 8-10 months, organic search traffic was expected to reach 7,500 visitors, a 30% increase from previous peaks.

Замовник намагався займатися розкруткою сайту самостійно.

The client initially attempted to handle site promotion independently.

An increase in non-indexed pages and a decline in indexed pages;
Server 5xx errors;
Redirect issues that led users to other pages, as Google read canonical pages instead of target pages, requiring us to earn Google’s trust for these pages;;
Duplicate Ukrainian or Russian content on the English version of the site;
Missing structured data, important pages like "About Us" or "Reviews," and sections for specific types of dishes;
Insufficiently developed pages;
An incorrectly structured site map.

As competitors had around 150 pages in one language version while the client had only 60, it was necessary to increase page count and focus on off-page optimization.

Our collaboration spanned from July 2023 to July 2024. During this time, Sprava Agency experts:

Resolved indexing issues and technical errors on the site,
Developed a semantic core,
Created a content plan, filled and optimized landing pages,
Wrote and published blog posts,
Created technical specifications to enhance the admin panel. Most visual and feature-related tasks were handled by the developer.

Here’s what the homepage looked like before optimization.

And here’s the optimized version. Additionally, in November 2023, we created new pages to promote services in Dnipro.

At the beginning of our work, 53% of search queries related to the client’s services in Odesa ranked in the Top 10. Within four months, this figure rose to 76%. When we added semantic keywords to the pages for Dnipro services, the overall Top 10 ranking percentage across both locations was 43%, reaching 59% two months later.

Organic traffic accounted for 20% of total traffic at the start of the project, increasing to 26% after four months and reaching 34% in the final month of work.

Graph showing changes in impressions and clicks from November 2023 to January 2024.

Project Manager
at Sprava Agency

It was challenging initially, but ultimately, everyone worked in sync to achieve our shared goal. Time was limited for this project, yet the results after seven months of active collaboration in such a competitive niche were quite successful.

Project Manager
at Sprava Agency

In our case, the site contained several critical errors. Before starting optimization, we had to resolve these issues and improve the admin panel. We undertook a complete set of tasks, including:

Improving the site structure,
Creating and filling category pages,
Optimizing target pages and the site as a whole.

With the right strategy in place, we managed to achieve the set goals, occasionally even surpassing expectations.

The effectiveness of organic search promotion depends largely on smooth collaboration between the client, SEO specialists, and developers. Our team has extensive experience working with third-party contractors and can also provide end-to-end services for website creation and SEO promotion. Contact us, and together, we’ll identify growth opportunities for your business and take all necessary steps to increase your platform’s conversion rates.

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