Soul Origin: SEO as a Scalable Revenue Engine
How strategic SEO transformed Soul Origin's organic presence into a high-converting revenue channel, driving 23% of total revenue from just 16% of traffic across both main site and catering.
The Challenge
Soul Origin needed to build organic visibility across two distinct business lines - everyday dining and catering - in highly competitive local search markets. The catering arm lacked foundational SEO presence, with priority commercial terms ranking on page 10, while the main website needed to expand beyond branded searches to capture high-intent category traffic such as healthy food near me, salad near me, and breakfast takeaway.
Our Strategy
We implemented a comprehensive, multi-faceted approach tailored to the client's unique needs and goals.
Catering SEO Foundation
Built organic visibility from the ground up across high-intent catering categories, lifting priority commercial terms like corporate lunch catering, birthday party catering, and grazing platters from page 10 to page 1.
Backlink Authority Building
Secured 260 quality backlinks to strengthen domain authority and enable sustained ranking improvements across competitive catering markets.
Product Page Optimisation
Optimised catering product pages including grazing platters, wrap platters, and fruit platters to drive both engagement and conversion, supporting average order value growth.
Category Intent Capture
Expanded the main website's organic reach beyond branded searches into competitive everyday food decision moments, capturing terms like salad near me, healthy food near me, and breakfast takeaway.
Conversion-Focused Organic Strategy
Aligned SEO strategy with commercial outcomes, ensuring organic users delivered superior quality metrics including higher conversion rates, longer engagement times, and stronger revenue per session than paid channels.
The Results
Soul Origin's SEO strategy generated $2 million in organic search revenue, representing 23% of total revenue from just 16% of total traffic, with an organic conversion rate of 5.21% and 63% higher revenue per session than paid channels. We built organic visibility across two distinct business lines: lifting priority catering terms like corporate lunch catering and grazing platters from page 10 to page 1, while expanding the main website's reach into competitive everyday food decision moments like salad near me and healthy food near me.
The scale of improvement across both properties tells the full story: 3,155 ranking keywords and 164 number-one positions on the main site, alongside 686 ranking keywords and 103 number-one positions for catering, all supported by 260 quality backlinks that strengthened domain authority. For a franchise brand operating in the fiercely competitive food and hospitality space, these results prove that a conversion-focused SEO strategy delivers compounding returns that paid channels cannot match. Organic search has shifted from a foundational growth channel to a scalable acquisition engine that supports both demand capture and long-term efficiency across every part of the business.
"SEO shifted from foundational growth to a scalable acquisition channel that now supports both demand capture and long-term efficiency across everyday dining and catering occasions." - Soul Origin Marketing Team