Grub Fresh Food: from invisible to in demand

Stuart Ross built something worth talking about. A cafe Aberdeen loved, and a catering side ready to grow.

The problem was visibility. Grub Fresh Food had the reputation, but the website wasn’t bringing in anyone who didn’t already know them. For a catering business, that matters. Offices, events and businesses looking for a caterer start with Google, and Grub wasn’t showing up.

What we did

When we started, the site was thin. One catering page tried to rank for everything, the catering menu was locked in a PDF that Google couldn’t read properly, and the site had little to reassure someone placing a sizeable catering order.

Fixing the foundations

We started with technical fixes to make the website clear and easy for Google to understand. From there, we worked through the on-page basics across every key page: page titles, meta descriptions, image alt text and content, all built around the searches that matter most, like “Aberdeen catering” and “corporate catering Aberdeen”.

Within six months, search had overtaken direct traffic as Grub’s biggest source of visitors.

Building out the catering side

With the foundations in place, we gave each part of the catering offer its own page so it could rank for its own searches. That meant new pages for Corporate Catering Aberdeen and Sandwich Platters Aberdeen, a catering reviews page to reassure potential customers, and an FAQ page with FAQ schema that answers the questions people ask before they order.

Supporting content and local signals

Alongside the new pages, we published blog content targeting the questions people search for when planning catering, and built local citations to strengthen Grub’s presence in Aberdeen search results.

Tracking what matters

Every month we reported on rankings, where visitors were coming from, and how many people were downloading the catering menu, so Stuart could see exactly what the work was delivering.

The result

A year on, Grub’s website is doing the job it should. Visits are up 191%, search is now their biggest source of visitors, and catering menu downloads are up 45%. Most importantly, the catering enquiries have picked up.

Is your business hard to find online?

If people aren’t finding you on Google, they’re finding your competitors. We work with businesses across Aberdeen and Aberdeenshire to change that, starting with a free 30-minute call where we look at your website and tell you what we’d fix first.

Book a free call or email enquiries@arch35.com