Mealvana is more than just a meal planning app; it’s your personalized tool for embracing what truly matters. Whether your goal is to adopt a healthier diet, reclaim precious time, discover exciting new recipes, or embark on culinary adventures, Mealvana has got you covered. With Mealvana, tailoring your meal plan to your unique preferences or your family’s requirements becomes effortlessly achievable. We handle the rest, ensuring your convenience by delivering tailored weekly meal plans, step-by-step recipe instructions, and well-organized shopping lists directly to your mobile device.
DISCOVERY
We partnered with Mealvana, a dynamic food planning startup business, during the early stages of launching their subscription app. The company’s core mission revolves around providing scientifically-backed nutritional meal plans in a user-friendly manner. Our collaboration aimed to amplify website usability, optimize app UX/UI, and refine marketing strategies. The initial challenge presented by Mealvana was to conduct comprehensive keyword research to drive organic search traffic and enhance their online presence.
Upon engaging with Mealvana, we recognized their dedication to delivering scientifically curated meal plans with simplicity at the forefront. The website primarily consisted of essential pages, including the central home page, About Page, Recipes, Meal Plans, and member login sections. The primary business focus was to extend user engagement on recipe and meal plan pages. Collaborating with a professional cook, they meticulously developed science-backed recipes, accompanied by captivating imagery. Mealvana sought our support on several projects, and we agreed to kick-start with a thorough keyword research initiative to fortify their content strategy.
The business concentrated its mission around bringing a science-back nutritional meal plans to users in a simplistic way.
RESEARCH
Our keyword research and website audit aimed to propel Mealvana’s SEO capabilities for enhanced organic search results. To initiate the research process, we meticulously examined their industry landscape, competitor websites, and harnessed the power of tools such as Google Keyword Planner and specialized keyword platforms. These resources provided invaluable insights into user behavior and preferences. Armed with this data, we meticulously compiled lists of keywords and phrases, meticulously aligning them with Mealvana’s offerings.
We then subjected each keyword and phrase through a comprehensive keyword planner, scrutinizing search inventory levels and assessing the challenges associated with achieving prominent positions on the first page of search results. Armed with this intelligence, we strategically structured our audit process to align with our overarching goal: amplifying brand awareness.
The subsequent phase of our endeavor involved an in-depth review of Mealvana’s recipe and meal plan pages. This entailed analyzing elements such as Page Titles, Page Headlines, Page Descriptions, meta data, Image File Names, Image Descriptions, and Image Alt Text phrasing. Our audit unveiled patterns in the usage of descriptions, image file names, and other metadata across multiple pages. This insightful discovery prompted us to collaborate with Mealvana to reimagine these aspects with fresh phrasings and strategically aligned keywords.
The recipe pages consisted of beautiful photographs of the dishes along with nutritional information for Macros, ingredient list, and preparation. The preparation section included great up-close videos of the chef’s hands making the dish. The recipe pages are different from other cooking sites, in that the pictures and videos do not slow down the site load time. The site is not currently open to serve third-party ads so the customer experience is streamlined and well curated.
The meal plan pages consist of a list of clickable images that link to a basic week-long meal agenda. The weekly meal agenda includes a brief paragraph on the nutritional background of the selected meals including a unique and proprietary data highlight. Each meal link out to a recipe page.
DELIVERABLES
The culmination of our collaboration with Mealvana resulted in a comprehensive suite of deliverables aimed at propelling their online presence and engagement:
- Keyword List: Curated a meticulously researched list of relevant keywords and phrases to drive targeted traffic and bolster content optimization.
- Search Volume Data: Provided insights into average monthly search volumes for each keyword, enabling strategic prioritization.
- Keyword Difficulty Analysis: Evaluated the competitive landscape for each keyword, empowering informed content targeting decisions.
- Long-tail Keywords: Identified specific long-tail keywords, offering opportunities for niche content creation.
- Competitor Analysis: Explored competitor keyword strategies, revealing gaps and potential avenues for differentiation.