Local SEO Case Study: Old Chang Kee’s Search-to-Store Makeover

Faster mobile pages clean structure & Core Web Vitals

Menus that answer clear categories, promos, allergens

Local visibility outlet pages that actually rank

Services Used: SEO Strategy, Technical SEO, Content Strategy, Local SEO, Analytics/Tracking

Meet Old Chang Kee.

Old Chang Kee is an iconic Singapore snack brand curry puffs, skewers, and seasonal limited-time bites fueling office rushes and weekend errands across dozens of outlets. Offline love was never the problem. Online, the website needed to do a better job of catching hungry intent in the moment: “nearest outlet,” “today’s menu,” “any promo now,” and “can I order delivery from here?”

The initial challenge.

Organic traffic concentrated on a few generic pages, while early-stage searches were captured by publishers and delivery marketplaces. Titles and headings were nostalgic but not query-aligned, and some hero images plus third-party scripts slowed first render on mobile the exact moment people decide whether to stay or bounce. Outlet pages varied in depth and structure, so “near me” and map-pack visibility wobbled. 

Local SEO Benefits

Menus mixed permanent items with seasonal sets without a consistent pattern; allergen notes, calorie pointers, and reheating guidance sat several clicks deep or didn’t exist per item. Measurement focused on sessions and time-on-page, not on the actions that actually drive revenue: find a store, view menu, click to delivery, and promo redemption. Net effect: strong brand demand with too many detours, letting aggregators answer core questions faster than the brand itself.

Our solutions.

We rebuilt the foundation around relevance density, speed, and local intent. Technical cleanup came first: query-aligned titles/H1s for menu and category pages, clarified H2/H3 hierarchies to separate evergreen items from seasonal sets, compressed imagery, deferred non-critical scripts, and stabilised layout containers to tame CLS. Internal links were rewired so authority flows from editorial to “money” pages menu categories and outlets rather than dispersing across legacy posts.

For locality, we templated every outlet page to behave like a mini-microsite: consistent NAP, opening hours, delivery/collection options, embedded map, landmark cues, parking/public transport notes, and LocalBusiness schema. That gave each store a fighting chance to rank and convert independently, especially for “near me” queries. On content, we launched a snackable hub that answers real searches in plain language: seasonal roundups (“rainy-day comfort picks,” “office sharing sets”), practical explainers (allergens, calories/macros, reheating), and brand stories (“behind the puff”) each with purposeful links back to the right menu group and the closest outlets. Structured data (Organization, Product/MenuItem, FAQ, BreadcrumbList) was implemented across templates to widen SERP footprint and win richer snippets.

Measurement moved from page views to intent signals. In GA4, we instrumented events for Find a store, View menu, Delivery partner click, and Promo sign-up/redemption, with UTM discipline on all campaigns and social placements. A lightweight dashboard shows how discovery articles feed category views and outlet lookups, which promos push delivery clicks, and which geos/time windows convert best so budget and content can be steered toward proven micro-moments.

Impact.

Customers now land on faster pages that answer what they came for menu clarity, outlet details, and a one-tap route to delivery or directions. Outlet pages appear more consistently in map-packs, editorial pieces create useful entry points during seasonal peaks, and internal links funnel that interest into the nearest store or menu category.

Reporting finally traces a straight line from search to stores and delivery, replacing “nice traffic” with actions the business cares about: more store lookups, more menu interactions, and more order click-outs especially on mobile where cravings are decided in seconds.

Want the same lift? Let’s turn your website into a discovery engine that drives real-world orders. Talk to PaperCut Collective.