The Challenge: Heavy Reliance on Branded Traffic, Stale Content
Chanticlear Pizza came to Skol Marketing looking for a website cleanup and a path to sustainable organic growth. Their existing site had aged content, lacked keyword optimization, and relied almost entirely on branded traffic to generate visits. Despite being a well-known regional brand, the site wasn’t attracting new customers searching for pizza delivery, catering, or nearby restaurants. Chanticlear’s leadership team wanted to change that—aiming to expand visibility beyond name recognition and drive traffic from users who had never heard of them before.
The Solution: Refreshing the Foundation for SEO Success
Skol Marketing delivered a focused, multi-phase SEO strategy tailored to Chanticlear’s goals:
1. Website Refresh & Keyword Optimization
We performed a complete site content audit and rewrite. This included:
- Keyword-rich updates across location and service pages
- SEO-optimized meta titles and descriptions
- Improved page structure for better indexation and readability
2. Content Marketing & Blog Strategy
We launched tailored blog articles targeting popular pizza-related searches, including regional preferences and promotional campaigns. These posts helped support non-branded keyword visibility while engaging users in meaningful, informative content.
3. Backlink Acquisition & Local SEO
To strengthen domain authority, we built quality backlinks through niche outreach. We also created and cleaned up directory listings for each of Chanticlear’s locations, enhancing local search visibility on platforms like Google Business Profile, Yelp, and Apple Maps.
The Results: Explosive Non-Branded Traffic & Stronger Engagement
Chanticlear Pizza saw a major shift in the quality and variety of traffic landing on their site:
Non-Branded Search Surge:
- Previously, 98% of search traffic came from branded terms. Today, that number has dropped to just 12%, meaning 88% of their search traffic now comes from new, non-branded keyword searches.
Keyword Visibility Growth:
- May 2023: 4,132 ranked keywords
- December 2024: 7,502 ranked keywords
- Growth: +81%
User Engagement Improvements:
- Engaged Sessions: +17.4% year-over-year
- Average Organic Time on Site: +20% year-over-year
- Visitors now stay on-site for nearly 4 minutes per session, a strong indicator of content relevance and quality.
The Takeaway: Growth Beyond Brand Recognition
Through a strategic blend of SEO, content marketing, and local optimization, Chanticlear Pizza has transformed its digital presence. It is now reaching new customers organically, engaging users more effectively, and building a stronger foundation for scalable growth.
