SEO, Analytics & Technical Strategy
The Teff Company
The Teff Company, a provider of teff grain and flour, sought to bring more awareness to an ancient grain which is considered a superfood as well as a gluten-free flour alternative.
Challenge
- Improve visibility in organic search results
- Position teff as a premium gluten-free alternative
- Educate consumers about teff's ancient grain heritage
- Help users find their extensive recipe collection
- Enhance technical SEO infrastructure
- Increase overall organic traffic and engagement
Strategy on the Website Rebuild
Teffco.com was rebuilt on WordPress to express the brand and tell the story of how The Teff Company brought an ancient grain to the United States. Murmur Creative designed and built it. Diviner was the strategist on the project, not the designer.
Our part was the technical foundation: information architecture and search strategy, eCommerce and analytics tracking, competitor research, and schema markup across the recipe section so those pages could earn Google’s rich results for gluten-free searches. A beautiful site that search engines cannot read is a wasted budget, and that is the failure the strategy work exists to prevent.
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.
Teffco.com has since moved to Shopify under a design we did not do. Our work with The Teff Company continues on the same footing it always had: SEO, analytics, technical strategy, and web support.
Market Positioning
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
Building a comprehensive educational resource center:
- 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
21%
Increase in organic search traffic
69%
YoY growth in recipe page views
12K
Additional Google clicks (3 months)
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
The SEO, technical, and content strategy work 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 increases in organic traffic and recipe engagement are what technical optimization and content development are for.