Web Design and Development

For Teffco.com, Diviner partnered with Murmur Creative to design and build an expansive WordPress site that would express the unique qualities of their brand and tell the history of how they brought an ancient grain to the united states. We embarked on a comprehensive redesign and build project, focusing on creating a modern, user-friendly experience that highlighted the unique qualities of The Teff Company’s gluten-free products. The project involved crafting an intuitive UI/UX strategy that catered to both consumers, integrating eCommerce optimization using Woo Commerce to streamline the purchasing process.

A key highlight was optimizing the site’s recipe section with schema markup, ensuring these resources rank for “gluten-free” searches and appear in Google’s rich results. We also implemented robust SEO strategies, analytics tracking, and competitor research to position Teffco.com as a leader in its niche, delivering a seamless, high-performing website aligned with the brand’s goals.

Ongoing Organic Strategy

Diviner partnered with Teff to work on SEO strategies after the site was launched. As a leading authority on teff, we could leverage this authority in Google by carefully optimizing pages to capture queries that included the word “teff” and discover opportunities to create new pages where there were gaps. Our efforts resulted in a 69% year-over-year increase in recipe page traffic and positioned the company as a trusted source for both teff products and nutritional information.

Market Positioning

• Developed content strategy highlighting teff’s unique value proposition:
  • Ancient grain heritage dating back thousands of years
  • Naturally gluten-free properties
  • Superior nutritional profile
  • Authentic Ethiopian connection
• Created targeted content for both gluten-free and health-conscious audiences

Content Hub Development (Ongoing)

• Diviner is working with The Teff Company to build a comprehensive educational resource center focusing on:
  • Teff’s nutritional benefits and health properties
  • Historical significance and cultural heritage
  • Gluten-free living and dietary considerations
  • Research-backed health benefits
  • Cooking guides and tips
• Implementing hub-and-spoke content model to establish topical authority

Technical SEO Implementation

• Optimized over 250 individual pages for search performance
• Implemented Schema markup for enhanced search visibility.
• Established comprehensive eCommerce tracking
• Deployed heatmapping for user behavior analysis
• Optimized hundreds of recipes for Google’s rich results

Content Strategy

• Enhanced recipe content with additional copy and meta data for search visibility
• Implemented structured data for recipe pages
• Optimized nutritional content pages
• Improved keyword targeting and tracking across product pages

Results

Organic Search Performance

• Search Traffic: 12,000 additional clicks from Google (3-month period)
• Monthly Growth: 200 more clicks and 21,000 more impressions (October vs. September)
• Recipe Traffic: 69% year-over-year increase in recipe page views
• Overall Organic Growth: 21% increase in organic search traffic

Key Ranking Achievements

• Dozens of #1 rankings in teff related searches
• Positioned for #1 rankings in nutrition-related searches
• Growing visibility in gluten-free and ancient grain searches
• Sustained growth in recipe visibility

Technical Innovation

• AI-Ready Content: Enhanced content structure for visibility in Google’s AI-powered search features
• Analytics Integration: Implemented comprehensive tracking for better decision-making

Impact

Both the web design project and the ongoing SEO and content strategy has positioned The Teff Company as the authoritative source for teff products, recipes, and nutritional information online. By highlighting teff’s unique properties as both an ancient grain and gluten-free alternative, we’ve helped establish the brand as a leader in the specialty food space. The significant increases in organic traffic and recipe engagement demonstrate the success of our technical optimization and content development efforts.