Golden Phoenix Website & SEO
- Branding
- Website
- SEO Strategy
Golden Phoenix is a family-run Cantonese restaurant at the centre of London's Chinatown, running for over 30 years and well-known in the area for its Dim Sum dishes. The goal was a full website rebuild with a new design, fresh content and paired with a SEO strategy. Along side the website, we re-worked the menus.
Their existing site was slowing the business down rather than supporting it: an old design with limited brand identity, ageing imagery, navigation that was hard to follow, and no real SEO foundation underneath.
Golden Phoenix host events, such as Mahjong, and a brand new menu was being introduced with a Gluten Free selection of dishes. Both of these required new sections to be built into the redesign to give them focus, at the same time allow for easy updating from the client.
The overall navigation was restructured, allowing for an improved page flow which focussed on what potential customers were searching for, menus, booking a table, location and opening information.
The menu section was vastly improved, with dish imagery to help pinpoint which menu was which at a glance, while showcasing the food itself.
Finally, an SEO strategy was worked on, which flowed throughout the pages during the build, focussing on custom titles and meta descriptions and needed keywords to help Golden Phoenix rank above their competitors.
SEO
The new site went live and saw sustained growth after the initial relaunch peak, with week 3 seeing just under 6,000 visits. After the first 4 weeks, traffic stabilised to around 2,500 – 3,000 weekly visitors, which continued to the end of our sample data (week 16).
39,503
Active users since launch
56,766
Total sessions
60.8%
of sessions from organic search
294k
on-site engagement events
Of the 56,766 sessions tracked since launch, 60.8% came through organic search, the clearest sign the SEO rewrite is working, not just the redesign. Direct traffic (23%, largely repeat and word-of-mouth visitors) and social (13.5%, mostly Instagram) rounded out the main channels visitation channels.
The rebrand, website redesign, the SEO improvements and the new menus have allowed Golden Phoenix to rise as one of London Chinatown’s top Cantonese restaurants.