Meeting users in new search channels
Hospitality: Mowgli Street Food
Mowgli is a household name in the Indian Street Food scene with nearly 30 restaurants across the UK.
The client
Mowgli Street Food
This Indian tiffin restaurant is a fresh, new take on street food. Mowgli uses intense flavours and home-cooked methods to bring staple dishes to your table with a modern twist that feels less heavy and more like what Indian kitchens truly taste like.
What started as a single neighbourhood restaurant turned into a chain that shares fresh and modern tiffin experiences nationwide.
The brief
SEO and GEO campaign objective
With changes in search channels, Mowgli wanted to rank well not only for their branded terms and Local SEO terms but also for more general terms across search engines and LLMs.
The website was in a good position but moving towards a redesign that updated user journeys and fixed legacy tracking issues that made reporting difficult. Updating how the website is seen and ensuring we can track the journeys users take was key to improving rankings.
We set out four goals based on client needs:
- Improve tracking and reporting
- Increase bookings across all locations
- Improve rankings for local SEO and holiday terms
- Improve AI citations and conversions from LLMs
The approach
The search strategy science
In order to support Mowgli, our team began work by focusing on foundations like fixing legacy tracking issues to ensure data is assigned correctly, as well as quick wins like optimising metas, URLs, and improving user experience.
A large portion of our tech SEO time was devoted to working with the web dev team to ensure that the new Mowgli website is in the best position to move to a new design and website structure. Our goal was to not lose any keyword position gains that we’ve made.
Using our blueprint for SEO strategies we created a map of top 5 high-intent keywords that every location page needs to rank for, as well as a map for events and holidays that we can support with targeted campaigns.
With a keyword data map guiding us where the searches are, we were able to produce a long-form content strategy that focuses on related topics, provides insights for LLMs, and links to pages that we wanted to pass authority to.
Results driven through SEO and GEO optimisation
What we've achieved within six months
Utilising our SEO strategy blueprint we were able to hit the ground running by optimising all of the core restaurant pages for their respective local keywords. Ensuring we’re targeting not only generic local SEO terms but also any cluster topics and long-tail searches users might be looking for in LLMs.
This allowed us to update the content and ensure rankings improve before the new website even went live, leaving only redirects and tracking testing. With rankings secured and Google now being able to see the positive changes in site accessibility, speed, and user journeys we were able to build on our foundations and continue improving results for Mowgli.
With an improved website and a strong content strategy that focused on SERPs and GEO, within six months we were able to achieve:
+23%
Increase in online bookings from SERPs
+30%
Increase in engagement rate
+1,185%
Increase in bookings from LLMs
+158%
Increase in sessions from LLMs
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