OUR WORK wagamama
Helping Wagamama grow in the UK.
The popular Japanese restaurant chain with over 150 UK locations, Wagamama, approached us for help to dominate the Japanese recipe space online. In a highly saturated market with very strong competitors, they not only wanted to improve visibility for high competition, conversion keywords, but also informational “recipe” keywords with high monthly search volume, as well as a primary focus on Katsu curry.
GOAL
Improve organic traffic to the wagamama website and
improve the performance of paid search activity.
SECTOR EXPERTISE
Consumer
The Work
To build effective digital strategies, FINN Partners first conducted a deep dive into the wagamama website, from both a technical and content angle, and audited their current paid search campaigns.
We conducted thorough keyword research and competitor analysis to find exactly what users were searching for and built content around search intent. This allowed us to optimise the website not only to improve visibility for high competition, conversion keywords, but also informational “recipe” keywords with high monthly search volume. Furthermore, we were able to add any irrelevant terms as negatives to paid search campaigns to mitigate wasted media spend.
In parallel, working with the wagamama team, a media plan was created to optimise budget split between Google and Bing, and adjust previous bid strategies. Additional tracking was also added across third party providers such as Deliveroo to ensure we were attributing conversions and revenue correctly.
The combined work of SEO and Paid Media strategies has led to wagamama’s becoming much more discoverable to the right people. Organic traffic has increased by 212% while the ROI from paid search activity has increased from 153% to over 1000%!