How SEO Helped Skinny Pizza Capture High-Intent Searches in Singapore

Mobile pages load fast lean templates, stable layout

Menu answers upfront clear categories, dietary cues, promos

Outlets found first store pages that actually rank

Services Used: Strategy, Technical Cleanup, Content Hub, Local Presence, Analytics/Tracking

Meet Skinny Pizza.

Skinny Pizza is loved for crispy-thin pizzas, shareable sides, and seasonal specials. Offline demand was strong; online, the site needed to capture micro-moments like “nearest outlet,” “today’s menu,” “gluten-friendly options,” and “can I order delivery now?” before aggregators or lists stole the click.

The initial challenge.

Most organic sessions funneled into a handful of generic pages, while category searches around thin-crust pizzas, bundles, and lunch sets were dominated by publishers and delivery marketplaces. Titles and headings leaned brand-forward instead of query-aligned; heavy hero assets and third-party scripts slowed first paint on mobile the second people decide to bounce or stay. Store pages varied in depth and schema coverage, so map-pack visibility wobbled; some outlets lacked consistent NAP, hours, or landmark cues. 

Benefits Of SEO

Menu content mixed permanent items and limited-time flavours without a predictable pattern; dietary notes (vegetarian, no pork, gluten-friendly) and reheating guidance were inconsistent. Analytics reported page views and time-on-page rather than actions that correlate to revenue find a store, view menu, click to delivery, sign up for promos so it was hard to prove which content nudged a visit or order.

Our solutions.

We rebuilt foundations for relevance and speed, then layered a content system that meets diners earlier in their journey. Technical cleanup came first: query-aligned titles/H1s on menu and category pages; clarified H2/H3 hierarchies; compressed imagery; deferred non-critical scripts; and stabilized page containers to tame CLS on mobile. Internal links were rewired so authority flows from stories to “money” pages pizza categories, bundles, and store pages instead of dispersing across legacy posts.

For locality, every outlet page was templated like a mini microsite: consistent NAP, hours, delivery/collection options, embedded maps, landmark/transport cues, and LocalBusiness schema so each location can rank and convert independently for “near me” intent.

We launched a snackable content hub aligned to real searches seasonal flavour roundups, crust & topping guides, dietary explainers (vegetarian, no pork, gluten-friendly), reheating tips, and brand stories each one linking purposefully back to pizzas, sides, bundles, and the closest outlets. Structured data (Organization, Product/MenuItem, FAQ, BreadcrumbList) now sits across templates to widen SERP footprint and earn richer snippets.

Measurement moved from vanity to intent signals. In GA4, we instrumented Find a store, View menu, Delivery partner click, and Promo sign-up/redemption, with UTM discipline across campaigns and social so content can be judged by store lookups and order click-outs, not just impressions. A lightweight dashboard shows which guides push menu views, which time windows drive delivery clicks, and which geos convert best so budgets and posts can be steered toward proven micro-moments.

Impact.

Mobile pages now load quickly and answer what matters first today’s flavours, dietary cues, where to get them reducing bounce and shortening the path to order. Outlet pages surface more consistently in map-packs, editorial pieces create new entry points during seasonal drops, and internal links funnel that interest into bundles and nearby stores.

Reporting traces a clear line from search to actions the business cares about: more store lookups, more menu interactions, and more delivery click-outs especially during peak lunch and dinner periods when cravings convert in seconds.

Want to turn hungry searches into real orders? Let’s make your site the fastest path from craving to checkout. Talk to PaperCut Collective.