ZELST

SEO Strategy for HECK Food

Transforming Search Visibility into Sales Growth

45

Domain Authority

46.8%

Search Visibility

1.1k

Linking Domains

£5M+

Potential Revenue

Yogeeta Sharma

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Strategic Assumptions

Important Note

This presentation is designed to showcase comprehensive SEO strategy and technical expertise for the interview process.

Key Assumptions

Technical Focus: This deck emphasises technical SEO elements to demonstrate expertise. A client-facing strategy would be less technical and more results-focused
Geographic Scope: Strategy focuses exclusively on the UK market based on Heck's current operations and brand positioning
Sales Channels: Heck operates through online D2C and retail partnerships only - no physical stores (hence local SEO is deprioritized)
Budget Flexibility: Strategy assumes £8-12K monthly budget is approved for comprehensive implementation
Competitive Response: Competitors are assumed to maintain current SEO investment levels

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Executive Summary

Key Findings

Heck ranks for 3,306 keywords but only 21% are in top 10 positions
Significant traffic concentrated on just 2 pages (75% of total traffic)
Organic search drives 60.6% of traffic - huge growth potential
Major competitor Quorn receives 7.6x more traffic
Over 2,200 technical issues impacting performance
745 URLs and 595 titles exceed optimal length
Missing crucial on-page elements across 30+ pages

Opportunity

By implementing our comprehensive SEO strategy, we project a 300% increase in organic traffic within 12 months, translating to approximately £2.5M in additional annual revenue.

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Current Performance Analysis

21,636

Monthly Visits

148

#1 Rankings

83.85%

Bounce Rate

1.5

Pages/Visit

Keyword Portfolio Analysis

Primary Keywords (High Volume, Branded)

• "heck sausages" (Vol: 2,900) - Rank #1
• "heck food" (Vol: 1,300) - Rank #1
• "heck chicken sausages" (Vol: 720) - Rank #2

Secondary Keywords (Product Categories)

• "gluten free sausages" (Vol: 1,900) - Rank #15 [Opportunity]
• "chicken chipolatas" (Vol: 880) - Rank #1
• "vegetarian sausages" (Vol: 2,400) - Rank #23 [Opportunity]

Long-Tail Keywords (High Intent)

• "where to buy heck sausages near me" - Not ranking [Gap]
• "heck sausages cooking instructions" - Rank #3
• "are heck sausages gluten free healthy" - Rank #7

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Competitive Landscape Analysis

Competitor	Monthly Traffic	Keywords Ranked	Domain Authority	Content Strategy
Heck Food	21,636	3,306	45	Limited recipes
Quorn	165,000+	12,627	73	Extensive recipe hub
Richmond	5,640	813	47	Basic product pages
Linda McCartney	45,000+	5,200+	52	Vegan-focused content

Key Competitive Insights

Quorn dominates through 500+ recipe pages targeting long-tail keywords
Richmond underperforms despite heritage - opportunity to capture "traditional sausage" searches
No competitor owns the "gluten-free sausage" category effectively
Linda McCartney focuses purely on vegan, leaving "flexitarian" market open

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Technical SEO Audit Results

2,200+

Total Issues Found

745

URL Too Long

595

Title Too Long

208

4XX Errors

Critical Technical Issues & Solutions

URL Structure: Implement clean URLs under 60 characters
Before: /products/heck-97-pork-chipolatas-gluten-free-high-protein-400g After: /products/pork-chipolatas
Page Speed: Optimise images, implement lazy loading, minify CSS/JS
Mobile Optimisation: Fix viewport issues, improve touch targets
Crawlability: Update robots.txt, fix internal linking structure
HTTPS Implementation: Ensure all pages use secure protocol

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On-Page SEO Optimisation Strategy

Title Tag Optimisation

❌ Before

We are HECK! The UK's Favourite Sausage Brand - Heck Food Ltd

Length: 62 chars (Good), but not keyword-optimised

✓ After

Gluten-Free Sausages UK | Premium Pork & Chicken | HECK

Length: 56 chars, includes primary keywords

Meta Description Enhancement

Optimised Example:

"Shop HECK's award-winning gluten-free sausages. 97% British pork & chicken, no nasties. Free delivery over £29.99. Find recipes & where to buy near you."

Length: 154 chars, includes CTAs and USPs

Heading Structure (H1-H6)

Current Issues:

• Missing H1 tags on 12 product pages
• Multiple H1s on category pages
• No keyword optimisation in headings

Recommended Structure:

H1: One per page, includes primary keyword
H2: Section headers with secondary keywords
H3-H6: Logical hierarchy for better user experience

Internal Linking Strategy

Contextual Links: Add 3-5 internal links per page using keyword-rich anchor text
Breadcrumbs: Implement schema-marked breadcrumbs on all pages
Related Products: Dynamic "You might also like" sections
Content Hubs: Create topic clusters around "Gluten-Free", "Quick Dinners", "BBQ"

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Content Gap Analysis & Strategy

High-Priority Content Opportunities

Content Type	Target Keywords	Monthly Volume	Current Gap
Recipe Hub	sausage recipes, dinner ideas	45,000+	Only 20 recipes vs Quorn's 500+
Health Guides	gluten free diet, healthy sausages	18,000+	No dedicated health content
Cooking Guides	how to cook sausages, BBQ guide	12,000+	Limited instructional content
Sustainability	sustainable meat, ethical farming	8,500+	Story not told in SEO terms

Content Calendar Priorities

Month 1-3: Foundation Content

• 30 cornerstone recipe pages
• Ultimate guide to gluten-free living
• Sausage cooking masterclass
• Where to buy HECK products (stockist content)

Month 4-6: Expansion

• Seasonal recipe collections
• Health & nutrition articles
• Chef collaborations
• Video content optimisation

Month 7-12: Authority Building

• Research studies on British eating habits
• Sustainability reports
• User-generated content campaigns

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Off-Page SEO & Link Building Strategy

1,056

Current Linking Domains

45

Current DA

55+

Target DA (12 months)

2,500+

Target Linking Domains

Link Building Tactics

1. Food Blogger Outreach

• Target 500+ UK food bloggers with DA 30+
• Recipe collaboration campaigns
• Product review programs
• Expected: 30-40 quality links/month

2. Digital PR Campaigns

• "Great British Sausage Survey" - national study
• New product launch press releases
• Seasonal hooks (BBQ season, Christmas)
• Target: BBC Good Food, The Guardian, Daily Mail

3. Industry Partnerships

• Collaborate with complementary brands
• Sponsor food festivals and events
• Partner with cooking schools
• Create co-marketing opportunities

4. Social Sharing Campaigns

• #HeckYeah recipe challenges
• User-generated content campaigns
• Influencer partnerships (micro & macro)
• Social signals to support SEO

Quality Over Quantity Approach

High-Authority Targets: Focus on DA 50+ food and lifestyle sites
Relevance First: Prioritise food, health, and lifestyle niches
Natural Anchor Text: Mix of branded, naked URLs, and natural phrases
Disavow Toxic Links: Clean up existing spammy backlinks

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E-commerce SEO Optimisation

Product Page Optimisation Examples

Optimised Product Title:

Before: "Chicken Italia"
After: "Chicken Italia Sausages - Gluten Free Italian Style | HECK"

Product Description Template:

"Discover HECK's [Product Name] - [Key USP]. Made with [% British meat], these [gluten-free/special diet] sausages are perfect for [use case]. Only [calories] per sausage. [Unique flavor profile]. Shop now with free delivery over £29.99."

Schema Markup Implementation

Required Schema Types:

Product Schema: Price, availability, reviews
Recipe Schema: Cooking time, ingredients, nutrition
Organisation Schema: Brand information
FAQ Schema: Common product questions
Review Schema: Aggregate ratings

Category Page Optimisation

Unique Category Descriptions: 300+ words of keyword-rich content
Faceted Navigation: SEO-friendly filters (gluten-free, meat type, meal type)
Related Categories: Cross-linking between complementary products
Dynamic Meta Tags: Auto-generated but customisable for each category

Shopping Feed Optimisation

GTINs

Product Identifiers

Enhanced

Image Quality

Detailed

Product Attributes

Real-time

Stock Updates

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Detailed 12-Month Implementation Roadmap

Q1

Foundation

Technical fixes
On-page optimisation
Schema implementation

Q2

Content Launch

Recipe hub
Health guides
Blog strategy

Q3

Authority Building

Link building
Digital PR
Social campaigns

Q4

Scale & Optimise

Advanced features
CRO testing
International prep

Quarter 1: Technical Foundation (Months 1-3)

Month 1: Fix all 4XX errors, implement redirects, optimise Core Web Vitals
Month 2: Complete on-page optimisation for top 50 pages, implement schema
Month 3: Launch optimised product pages, fix technical issues

Quarter 2: Content & User Experience (Months 4-6)

Month 4: Launch recipe hub with 30 initial recipes
Month 5: Create health & nutrition content center
Month 6: Implement advanced internal linking, launch blog

Quarter 3: Authority & Visibility (Months 7-9)

Month 7: Launch digital PR campaigns, begin influencer outreach
Month 8: Food blogger partnerships, social campaigns
Month 9: Industry partnerships, event sponsorships

Quarter 4: Optimisation & Growth (Months 10-12)

Month 10: Advanced schema implementation, voice search optimisation
Month 11: Conversion rate optimisation, A/B testing
Month 12: International SEO preparation, strategy refinement

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Success Metrics & KPIs

Primary KPIs

Metric	Current	3 Months	6 Months	12 Months
Organic Traffic	13,114/mo	18,000/mo	26,000/mo	40,000/mo
Keyword Rankings (Top 10)	700	1,000	1,500	2,500
Domain Authority	45	47	50	55
Organic Conversion Rate	N/A	1.5%	2.5%	3.5%
Revenue from Organic	£50K/mo	£75K/mo	£125K/mo	£250K/mo

Secondary Metrics

Content Performance: Pages per session, time on site, bounce rate
Technical Health: Crawl errors, page speed, mobile usability
Link Profile: New referring domains, link velocity, anchor text distribution
SERP Features: Featured snippets, knowledge panels, rich results
Brand Searches: Increase in branded query volume
Share of Voice: Visibility compared to competitors

Reporting Structure

Weekly

Ranking Updates

Monthly

Full Performance Report

Quarterly

Strategy Review

Real-time

Dashboard Access

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Next Steps & Call to Action

Transform Your Search Presence

Partner with Zelst to unlock Heck's full digital potential

300%

Traffic Growth

£2.5M

Additional Revenue

55+

Domain Authority

#1

For Key Terms

Immediate Quick Wins (Week 1-2)

Fix all 208 4XX errors and implement proper redirects
Optimise titles and meta descriptions for top 20 pages
Submit updated XML sitemap and fix robots.txt issues
Implement basic schema markup on product pages
Create and optimise Google Business Profile

30-Day Action Plan

Complete technical audit and prioritise fixes
Develop content calendar and begin production
Initiate blogger outreach campaign
Set up comprehensive tracking and reporting

Thank You!

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