Market positioning
Ancient grain heritage, naturally gluten-free properties, a superior nutritional profile, an authentic Ethiopian connection, and content for gluten-free and health-conscious audiences.
SEO, Analytics & Technical Strategy
The Teff Company
An ancient grain, made discoverable
The Teff Company provides teff grain and flour, bringing awareness to an ancient grain considered both a superfood and 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 an 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 led the technical foundation: information architecture, search strategy, eCommerce and analytics tracking, competitor research, and recipe schema for rich results.
Ongoing organic strategy
Diviner optimized pages around teff queries and found opportunities for new pages. The result was a 69% year-over-year increase in recipe-page traffic and a stronger position as a source for teff products and nutritional information. The continuing work remains SEO, analytics, technical strategy, and web support.
The program
Content hub development
Nutritional benefits, cultural heritage, gluten-free living, research-backed health benefits, cooking guides, and a hub-and-spoke model for topical authority.
Technical SEO
Optimized more than 250 pages, implemented schema markup and eCommerce tracking, deployed heatmapping, and improved recipe eligibility for Google rich results.
Content strategy
Added copy and metadata to recipe and nutrition content, improved keyword targeting and tracking across product pages, and structured content for search visibility.
Results at a glance
21%
Increase in organic search traffic.
69%
Year-over-year growth in recipe page views.
12K
Additional Google clicks in three months.
Organic search performance
Search traffic
12,000 additional clicks from Google in a three-month period.
Monthly growth
200 more clicks and 21,000 more impressions from September to October.
Recipe traffic
69% year-over-year increase in recipe page views.
Overall organic growth
21% increase in organic search traffic.
Ready for similar results?
Technical optimization and content development should make a brand easier to find, understand, and choose.