food service SEO strategy
Michiels Catering
Details
About the Project
Michiels Catering, part of the Michiels family of food service businesses, partnered with Stellar Blue to grow visibility for its catering services online. While the company already had recognition through its bar and grill, the catering side needed a stronger digital presence of its own so people could find its custom menus, polished service style, and event-ready offerings more easily.
The goal was to help Michiels Catering show up in more catering-related searches, strengthen its Google Business Profile, and make the website clearer for people looking to plan weddings, corporate events, and other special occasions.
Email Marketing
Client Pain Points
Michiels Catering had strong services to offer, but the online experience was making it harder for customers to find them.
- People were visiting the bar and grill website when they were actually looking for catering information.
- The catering business had low visibility in searches related to local catering services.
- Wedding, corporate, and event catering pages needed more focused content to appear in the right searches.
- The website needed stronger search optimization, including better page titles, headings, image descriptions, and content structure.
- The catering Google Business Profile needed to stand apart from the bar and grill profile.
Stellar Blue’s Solution
Stellar Blue created a focused search strategy to help Michiels Catering build its own identity online and reach more people searching for event catering.
- Search-focused website updates: Researched keyphrases, competitor rankings, and current website performance to improve page titles, descriptions, and headings.
- Improved page content: Updated catering pages with clearer language, better structure, and more relevant visuals to make the site more helpful and polished.
- Stronger image strategy: Added image descriptions for search engines and replaced some stock imagery with more authentic visuals that better reflected the brand.
- Event-specific catering pages: Built out pages for weddings, corporate events, and other catering needs so each service had a better chance to appear in its own search results.
- Separate Google Business Profile strategy: Developed the catering profile as its own local presence, helping it compete directly with other catering businesses instead of being grouped with the bar and grill.
Project Results
The Stellar Blue Impact
Stellar Blue helped Michiels Catering build a stronger, more independent online presence for its catering services. By improving website SEO, strengthening event-specific pages, and developing a dedicated Google Business Profile, the business became easier to find for people searching for weddings, corporate events, and custom catering.
The campaign showed steady, sustainable growth, with more search visibility, more website clicks, and stronger performance from key service pages. It also highlighted Stellar Blue’s ability to navigate technical website limitations while still delivering meaningful improvements.
Let’s Start Your Project
If your business offers great services but customers are not finding them online, Stellar Blue can help build the search foundation you need. From website optimization to Google Business Profile strategy, we help businesses become easier to find, easier to trust, and easier to choose.