When consumers browse online for recipe ideas on what to cook, most top of page results will include links to recipe editorial sites like BBC Good Food in the U.K. These sites dominate the Google search landscape in both the U.S. and U.K., with the top brands in Gartner L2’s report barely achieving 10% organic visibility against nonbranded recipe keywords.
As brands typically struggle to match the volume of recipe content available on editorial sites, it may appear that there is limited room for brands to shine through in search results. However, Old El Paso in the U.K. has carved a niche by focusing solely on Mexican recipe content. This allows the brand to produce a significant volume of content optimized to target specific keywords. Old El Paso consequently outperforms some big editorial players in organic visibility against Mexican recipe keywords.
Overall, brands must ensure their site content — recipes included — align to consumer search behavior to increase the likelihood of being served on search results pages. In the U.S., Betty Crocker optimizes its site recipe content, titles and descriptions around consumer trends to successfully drive first-page Google search visibility.
What do consumers want? Google search volumes for “easy” recipe keywords outpace all other recipe keywords, highlighting their importance to consumers. In the U.S., Pillsbury was an Index leader on Facebook, with top performing posts including modifiers like “quick” and “easy”. Moreover, Facebook as a platform enables brands compete with editorial sites by promoting posts to boost engagement.
While brands should develop recipe content that resonates with their audience and includes trending search topics, the leaders are agile enough to identify trends as they gain momentum. Observing indicators from cities and coasts where innovative food trends emerge will help brands get on the front foot of content creation and search.