Bringing Flavor to the Forefront: How Tikka N’ Curry Won the SEO Game
Indian Food Products & Sauces
E-Commerce (D2C Food Brand)
Challenges
Before partnering with Digital WOM, Tikka N’ Curry faced several digital challenges:
- Weak organic presence: The website had difficulty ranking for important search terms like “butter chicken vs tikka masala.”
- Low search visibility: The average keyword ranking was 30.2 — far from reaching the first page.
- Poor click-through rate: Even with some impressions, the CTR remained a low 0.8%.
- Lack of content strategy: There was no clear SEO plan or optimized content in place.
- Few conversions: Email signups and organic purchases were nearly stagnant.
Strategy
We crafted a full-funnel SEO strategy designed to drive visibility and conversions:
SEO Optimization
- Reviewed and enhanced over 50 key product and blog pages
- Added schema markup to enable rich snippets and FAQ displays
- Optimized meta titles and descriptions to boost click-through rates
- Identified and targeted high-intent search queries (like “butter chicken vs tikka masala”)
- Built a strategic internal linking system with topic clusters
Content Marketing
- Developed SEO-focused content including blogs, FAQs, recipes, and comparison articles
- Established topical authority on Indian cuisine and sauce pairings
- Optimized blog content to appear in featured snippets and “People Also Ask” results
Off-Page SEO
- Boosted the number of backlinks from 652 to 694
- Increased referring domains from 65 to 69
- Secured features on specialized food blogs and recipe platforms
Analytics & Conversion Tracking
- Monitored SEO performance via Google Search Console and Google Analytics
- Configured goal tracking for newsletter signups and product purchases
- Built real-time dashboards to track SEO metrics and conversions
The Results (July vs June 2022)
Top-Ranking Keywords:
- The term “butter chicken vs tikka masala” generated 4,389 impressions with a 4.26% CTR.
- “Chicken tikka masala” held an average search position of 2.04.
- “Difference between butter chicken and tikka masala” saw a 3.41% click-through rate.
Client Feedback
“We had no idea digital marketing could yield such dramatic results! The Digital WOM team anticipated our needs, leveraged data at every step, and was always on hand to help. Our site traffic soared, and we’re now ranking for the key terms our customers actually search for.” — Marketing Lead, Tikka N’ Curry