BetterThanBrunch

 

Overview

BetterThanBrunch is a Singapore-based lifestyle website. I've contributed a number of articles sharing food recommendations, travel tips, and interviews with industry experts.  

Since contributing content to the BetterThanBrunch website in 2015, I’ve learned a lot about the digital space (and continue to do so). As a thank you to the website owners, I approached them with a formally written proposal to improve the website and increase their subscribers (for free) so they can monetize the website through ads and sponsored content.

I noted in the proposal that I can redo the website user experience, optimize the website’s existing article content and implement other SEO tactics to improve search ranking.

It’s worthwhile noting that while this proposal hasn’t been implemented, search rankings have stabilized through small changes, prior to Google’s updates that have decreased the website’s visibility.

 

Small Fixes for the Website’s Current Theme

Some of the small fixes I’ve implemented:

- Rearranging and resizing content (written content and images) to improve the mobile interface and experience for website visitors

- Adding relevant meta descriptions and page titles for 50+ pages

- Added image tags throughout the website

- Indexing the website in Google Search Console and Bing Webmaster Tools (and verifying all pages are indexed; some weren’t after a few months)

- Added a contact form on the “Contact Us” page

 

User Experience and User Interface

The website currently has a dated feel. (Hats off to the website owners who originally created the website years ago, with little to no design experience).

After mocking up a mood board and bouncing a few ideas with the website owners, I combed through Wix’s website templates and started working on the website’s user experience.

Being that a good portion of website visitors were coming from mobile devices and tablets, I created the website mockup from a mobile-first approach. Furthermore, from a search ranking perspective, Google highly values mobile optimized websites that are designed mobile-first (and this will impact mobile-first indexing).

In the mockup, I added other pages like a “Contributing Writer” page (and “Contributing Writer Policy” page) so aspiring writers can find the website and potential write for BetterThanBrunch.

The mockups were made with Pencil UX wireframing tool. Due to intellectual property/privacy purposes, I haven’t uploaded the website mockups. That said, below are what the potential mobile and desktop website could look like.

 
Mobile view of what the website would look like. Image courtesy of    BetterThanBrunch   . No copyright infringement is intended.

Mobile view of what the website would look like. Image courtesy of BetterThanBrunch. No copyright infringement is intended.

Desktop view of what the website would look like. Image courtesy of    BetterThanBrunch   . No copyright infringement is intended.

Desktop view of what the website would look like. Image courtesy of BetterThanBrunch. No copyright infringement is intended.

 

Content Creation

The New York State of Mind

by Aaron Leizerovici

Top 3 Cheap Eats in NYC

by Aaron Leizerovici

Interview with NYC Design Duo, Colleen & Eric Whitley

by Aaron Leizerovici

9 Free Things to do in NYC

by Aaron Leizerovici

Interview with a Food Chemist

by Aaron Leizerovici

 

SEO (On Page and Off Page)

Implemented On Page SEO

While the website had Google Analytics set up, but it was never index with Google Console and Bing Webmaster Tools ( which in my professional opinion, hindered website traffic).

Before indexing the website, data from Google Analytics noted that the website was receiving roughly 30 clicks per month and this was slowly declining (possibly due to Google updates).

To make immediate improvements, I entered page titles and meta descriptions on 50+ pages of the website. Then, I indexed the website to Google and Bing. After some time,  I noticed the following after the website was indexed on Google:

- Roughly 10+  pages weren’t indexed on Google (requested to indexed again and it went through)

- Two major Google updates that decreased the website’s visibility (impressions) and website traffic

On Page and Off Page SEO Needs to be Implemented

- Improve user experience

- Update content on articles across the website as needed

- Optimize article content for  for key phrases based on its content

- Conduct off page SEO outreach for organizations that have been cover on the previously written content

 

Analytics and Google Search Console

Due to privacy issues, I won’t be going into a deep dive on this particular website’s Analytics. That said, I’ll reiterate what I covered in the overview section.

Search rankings have stabilized through small changes, prior to Google’s updates that have decreased the website’s visibility.

 
This is a three month comparison on Google search console noting clicks, impressions and average CTR for the website, after I made those small changes. Image courtesy of    Google Search Console    and    BetterThanBrunch   . No copyright infringement is intended.

This is a three month comparison on Google search console noting clicks, impressions and average CTR for the website, after I made those small changes. Image courtesy of Google Search Console and BetterThanBrunch. No copyright infringement is intended.

Below is a 4 month comparison, which shows nearly 3X’s as many impressions and clicks than the previous period.

This is another three month comparison (checked on May, 5 2019) on Google search console noting clicks, impressions and average CTR for the website, after I made those small changes. Image courtesy of    Google Search Console    and    BetterThanBrunch   . No copyright infringement is intended.

This is another three month comparison (checked on May, 5 2019) on Google search console noting clicks, impressions and average CTR for the website, after I made those small changes. Image courtesy of Google Search Console and BetterThanBrunch. No copyright infringement is intended.

 

Future Recommendations & Additional Revenue Streams

The analytics are pointing to a complete website overhaul, which would primarily focus on improving the website’s current user experience, user interface and written content. After the website implements the aforementioned recommendations, the Facebook and Instagram accounts should be updated in terms of adding the appropriate hashtags for each post and creating a calendar that involves resharing the updated content from the website.

While I’ve noted some of BetterThanBrunch ’s website weak points, it has many strengths such as the age of its domain name and breadth of content.

This is why I strongly believe that once the brand implements the aforementioned changes, it has the potential to be a top contending lifestyle and travel website in the Asian Pacific (APAC) region.

In the proposal I created for the website owners, I covered how they can accomplish the aforementioned changes and how they can proceed after they implement them. What’s included in their proposal:

- Content creation strategy and calendar

- Social media audit and execution

- Increasing overall reach and brand in the lifestyle and travel space

- Implementation of additional revenue streams (other than Google Adsense and other third-party ad servers)

I’ll update this page accordingly, if and when the aforementioned recommendations are implemented.

 

Want to learn more about the proposal?