Building SEO Value for a Catering Marketplace

ezCater is a marketplace for office catering. In 2018, ezCater was well into their growth stage and approaching their soon-to-be-achieved unicorn valuation. The company had long relied on paid marketing and member referrals to grow their business. With increasing competition in the office catering market, ezCater wanted to build SEO value to defend its position in the market. I was contracted by the growth team to build several microsites and landing pages to help build SEO value.

Design Challenges

ezCater had a network of tens of thousands of catering providers in hundreds of towns and cities throughout the country. Despite having the largest catering network of any company in the space, ezCater frequently did not show up at the top of the search results for “office catering [CITY NAME]” and similar search queries.

The goal was to build templates that would allow us to launch hundreds of pages, each tailored to boost SEO value for a particular metro search query.

Scope & Constraints

The website already had pages built for most of the major cities. For example, you could navigate to to view the San Francisco metro page. At a minimum, we needed to rewrite the content on these pages.

Design Solutions

We worked on two projects to support our goal. The first was a redesign of the existing metro pages. Alex Temple, a technical marketing expert at ezCater, and I partnered to design a new template that would include a heavy dose of search-friendly content.

The default template included boiler plate content with the city name inserted throughout. We used this template for hundreds of smaller towns and cities. The template also allowed us to override parts of the default content so we could, for example, insert links to blog posts written about larger cities.

The second experiment we built was a microsite that showed the top reviewed catering providers in a given city. Similar to the metro site, I designed and built a template that would allow us to launch pages for hundreds of cities throughout the country. This page was targeted at search terms for “best [CITY NAME] caterers”.


Data coming soon!