SEO Case Study: The Soup Spoon

Technical SEO rebuilt crawlability, speed, structure

Content hub launched recipes, how-tos, brand stories

Local discovery strengthened store pages & schema

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

Meet The Soup Spoon.

The Soup Spoon is a beloved fast-casual brand known for hearty soups, wholesome bowls, and seasonal specials. With loyal in-store traffic and strong brand equity, the website’s job was simple in theory but tricky in practice: help customers quickly find today’s menu, nearby outlets, nutrition details, and delivery options while also attracting new visitors who search for soup ideas, healthier lunch options, and easy dinner inspiration.

The initial challenge.

Most organic sessions began and ended on a small set of pages (menu and locations), which limited discovery for new audiences. Category terms like “soup for lunch,” “healthy takeaway,” and “seasonal soups” were dominated by publishers, directories, and delivery marketplaces that captured top-of-funnel intent first.

Benefits Of SEO

On site, technical signals were diluted: page titles read like brand copy instead of query-aligned headlines; heading structure mixed topics; and a few heavy hero images plus third-party scripts pushed Core Web Vitals in the wrong direction on mobile exactly where most visitors arrive.

Location content was thin and uneven across outlets, so “near me” and map-pack results skewed toward aggregators. Finally, measurement was too page-view centric. Without clear event tracking for key actions (find a store, view menu, click delivery partner, sign up for promos), it was hard to prove which content actually nudged visitors toward an order or an in-store visit.

Our solutions.

We rebuilt the foundation for relevance density and local visibility. First, we tightened technical SEO: query-aligned titles and H1s on menu, category, and brand pages; clarified H2/H3 hierarchies to isolate secondary topics; compressed imagery; deferred non-critical scripts; stabilized layout containers to control CLS; and cleaned internal links so authority flows from editorial content into key menu/category pages. We standardised and expanded location pages with consistent NAP, opening hours, delivery/collection options, map embeds, parking/landmark cues, and LocalBusiness schema so each outlet could rank and convert independently.

Next, we launched a content hub that meets searchers earlier in their decision: seasonal roundups (e.g., rainy-day soups, immune-supporting ingredients), practical explainers (calories/macros, allergens, reheating), “behind-the-pot” brand stories, and quick recipes that pair well with hero products. Each piece uses purposeful internal links to menu categories and store pages, and includes FAQ schema to unlock richer SERP real estate. We added structured data across the templates (Organization, Product/MenuItem, FAQ, BreadcrumbList) to widen the footprint on results pages.

Measurement moved from views to intent signals. In GA4, we instrumented events for “Find a store,” “View menu,” “Delivery partner click,” and “Newsletter sign-up,” with UTM discipline so campaigns, influencers, and organic posts can be compared apples-to-apples. A lightweight dashboard tracks how discovery articles feed category views and store lookups, letting us double-down on topics that reliably lead to orders.

Impact.

• Stronger local presence as outlet pages gain visibility for “near me” intent.

• More entry points into the brand via helpful editorial that routes to menu and store actions.

• Faster, clearer mobile experience that reduces bounce at the exact moment people are choosing lunch or dinner.

Want similar results? Let’s turn your site into a discovery engine that actually drives orders. Talk to PaperCut Collective.