SEO keyword analysis for Sun Basket as part of a Web Publishing course at Northwest Missouri State.

1. 303 – Intro to Web Publishing Jocelyn Contreras
SEO/Keyword Research& Analysis Assignment November 14, 2018
SEO Keyword Research & Analysis for SunBasket.com
The keywords/phrase I think will drive the most traffic: “Gluten free menu”
Strongest Content for Key Phrase Considerations:
The content chosen to optimize and ultimately drive more traffic to was the Gluten-Free
meal plans page. Nowadays, there is af lot more people with food allergies, intolerances and
sensitivities, and so on. Meal kit delivery services, SunBasket.com in our case, would definitely
benefit from having an option like that for their target audience in the first place but also,
optimizing it so they know it is available when searching. I figured that people with gluten
sensitivities are probably always looking up gluten free options, recipes, or foods so the
possibility of driving more traffic is very likely if we can rank higher in the search engine results
pages (SERPs). A competitor in meal kits, and more specifically meal kits with gluten free
options, is GreenChef.com. Their gluten free page has similar content but Sun Basket does a
better job of filling it in with useful information, perfect for optimization.
Key Phrases Considered:
The top three key phrases considered were “Gluten free menu”, “Gluten free recipes”,
and “Gluten free foods”. All of these phrases are variations of what someone looking for gluten
free food ideas would choose. “Gluten free menu” was the one I thought best fit both the people
that are gluten sensitive but also looking for menus with gluten free options, which Sun Basket
has. It was also the least generic of the top key phrases found so if Sun Basket could optimize
their page to capitalize on it, they could rank high on Google. The next considered key phrase
was “gluten free recipes”, which is a lot more generic and therefore, making a lot more

2. competitive. Sun Basket does have gluten free recipes but so do many other different types
websites so it could have more of an edge. The last one was “gluten free foods” and it was also
very generic but Sun Basket does have gluten free food so they would have to make very
compelling content to rank high with a broad keyword as that. The ideal key phrase is a happy
medium between specific enough to rank high but generic enough to be searched in Google.
Google Trends Analysis:
In the chart below, Google Trends maps out the relative interest in certain
keywords/phrases over the past 5 years. When the top three key phrases are plugged in, you can
see how they fluctuate in the past and what they look like now. “Gluten free recipes” started
strong back in 2013-2014 but those searches have gone down over the years. Out of the three key
phrases, it is the most “popular” this week. “Gluten free foods” had the least average
interest/relative searches but it still had way better results than other keywords like “gluten free
meal kits” that showed a flat line and zero relative interest, as shown in the chart for reference.

3. The last key phrase, “Gluten free menu”, had trends that fit in the middle of the other two
according to the interest or relative searches. Over time it has gone up and down but has stayed
consistently relevant and actually, searched more than the others at certain points in the last 5
years. Based on these trends, I think this is the best key phrase it still gets searched pretty
consistently overall.
Potential Traffic:
When looking at the tool, Google Ads Keyword Planner, the metrics are a bit different so
the results are also slightly different. This chart shows “gluten free menu” as the least searched
between the three, at 1,000-10,000 average monthly searches, once again leaving room for
improvement. If Sun Basket were to rank #1 on the SERP, they would receive a 30% click-
through rate (CTR), adding anywhere from 300 to 3,000 additional monthly visits. This would
make their maximum monthly visits using this keyword an average of 763,452. For more
reference, specific key phrases like “gluten free meal kits” only had about 100 to 1,000 avg.
monthly searches, according to Google Ads Keyword Planner, so if it were to rank high, the
maximum potential would not be as significant as the ones chosen.
The other two, “gluten free foods” and “gluten free recipes”, had the same numbers for
their metrics and they were the more generic key phrases so it makes sense that they were
searched more per month. With a monthly average of 10,000 to 100,000 searches, if Sun Basket
were to rank #1 with those, they would gain anywhere from 3,000 to 30,000 additional monthly
visits. This would potentially give Sun Basket an average monthly traffic of 790,452. The only
downside is that they are highly competitive so you have to beat out many websites to rank #1.

4. Keyword Ranking Analysis:
According to the majority of ranking checkers used for this data, none of the chosen key
phrases actually ranked in the top ten on Google, Bing, or Yahoo! This is because of the generic
nature of the key phrases and variety of different websites that have content on these specific
things. Luckily, for Sun Basket, these words are not optimized yet so it is okay that they are not
ranked. There is clearly a huge amount of room to rank higher. With meal kits being a newer
concept and gluten free accommodations being introduced more, there is a lot that can be done
on Sun Basket’s part to push these key phrases in the future. The competitor, Green Chef was
also looked at for the same key phrases and it came up with nothing across all three search
engines. Other than that, there is not much more analysis for the rankings on either site.
Avg.
Monthly
Searches
Number of
Additional
Monthly Visits If
Ranked No. 1
Current
Avg.
Monthly
Traffic
Potential
Monthly
Traffic
Range
Maximum
Potential
Monthly
Traffic
“gluten free menu” 1K – 10K 300-3,000 760,752-
763,452
763,452
“gluten free foods” 10K – 100K 3,000-30,000 760,452 763,452-
790,452
790,452
“gluten free recipes” 10K – 100K 3,000-30,000 763,452-
790,452
790,452

5. “gluten free menu” “gluten free foods” “gluten free recipes”
Google Bing Yahoo! Google Bing Yahoo! Google Bing Yahoo!
SunBasket.com No No No No No No No No No
GreenChef.com No No No No No No No No No
Ultimate Key Phrase Choice:
After analyzing many key phrases and looking at where they rank and how they are
searched, the best one to optimize and drive more traffic with is “gluten free menu”. Out of all
the phrases I tried, it was the one that still had a significant amount of interest on Google Trends
but was not so generic that it’d be impossible to rank high. Without that initial interest, there is
really no point to consider because no one is searching that key phrase in the first place. That is
why something like “gluten free meal kits” ended up being bumped out of the running. It was a
little more specific to the meal kit websites because they do have menus, while other types of
websites, like a blog, may only be optimized for a single recipe. It also was not ranked so it has a
lot of potential if done correctly. Even though it is still a pretty broad key phrase, Sun Basket has
a lot of content that can be optimized with this key phrase and therefore, drive more traffic than
the other contenders.

6. HTML: Current Keyword Location Analysis
1. Title Tags
Current Tags:
SunBasket.com Title Tag for Gluten Free Page:
<title>Gluten-Free Meal Kit Delivery: Healthy &amp; Delicious
Recipes | Sun Basket</title>
GreenChef.com Title Tag for Gluten Free Page:
<title>Gluten-Free - Green Chef</title>
Recommended New Title Tag for SunBasket.com:
<title>The Ultimate Gluten Free Menu: Sun Basket Meal Kit
Delivery</title>
Explanation:
A title tag is so important because it is usually the first thing people see about a
page. The title of a page shows up on browser tabs, when you bookmark the page, on
SERPs, and on social media. It is very important that the title tag be related to the topic of
the page to let the user know what they will encounter. It is a great place to start
optimizing because of how visible the title is everywhere it appears. The title tag that Sun
Basket has actually does a pretty good job of using optimizable keywords but as we
already established, “gluten free meal kits” searches are not as popular. Green Chef’s title
tag was extremely generic. All they had was “Gluten Free” and their name. That explains
why Green Chef is not ranked either. Their first problem being that their title tag is
extremely broad and has no real direction or clue on what kind of a website it is.
Sun Basket Title Tag:

7. For the recommended title tag, the “meal kit delivery” keywords were kept
because it tells you what kind of website Sun Basket is so you are not left wondering at
first glance, like Green Chef. As previously stated, a more commonly searched but less
generic key phrase, “gluten free menu” in this case, would give the title more of an edge.
Not very many leading meal kit delivery companies have completely gluten free menus
so if they optimized it and built more content around that phrase, it could be gold mine
for those users that have gluten sensitivities but still want the convenience of perfectly
portioned meals to your door. In conclusion, the numbers show that this recommendation
has the potential to drive more traffic; the trends say it has popularity and it is not as
gesneric as the alternative key phrases.
2. Description Meta Tag
Current Meta Tags:
SunBasket.com Meta Tag for Gluten Free Page:
<meta name="description" content="Cook healthy meals with
organic produce &amp; gluten-free ingredients. Get fresh,
clean food and delicious recipes delivered to your door
weekly."/>
GreenChef.com Meta Tag for Gluten Free Page:
<meta name="description" content="Get healthy and flavorful
meal kits delivered to your door. Organic ingredients in every
meal that fit your diet and lifestyles..">
Recommended New Meta Tags for SunBasket.com:
<meta name="description" content="Explore our dietician-
approved gluten free menu. Try a meal kit filled with organic
produce and the freshest ingredients delivered right to your
door.”>
Explanation:
The description meta tag is important because it gives you a better and more
detailed glimpse of what the page is about. This information appears in the SERPs as well
and in the share tools for social media. It is another great place to optimize because you

8. have more words to do it. It can be as descriptive and relevant to the topic as you want, as
users tend look there to almost verify that that page has what they are looking for. It also
gives you an ideal amount of space to explain before the user even opens the page. The
current tag for Sun Basket did capture the concept behind Sun Basket and the gluten free
page by using the words, like “healthy meals”, “gluten free” and “delivered to your door
weekly”.
Sun Basket Description Meta Tag:
The recommendation made to the description meta tag added the key phrase
“gluten free menu”, while keeping the basis of what Sun Basket does and has to offer as
well. It was a little more specified and thought of the user more than Green Chef’s This
change will drive more traffic because once again, it includes the right amount of
description for the user to know what the website is about before even clicking on the
page. Using that key phrase again shows people that there is a list and variety of different
recipes to choose from. Words like “dietician-approved” were also added to reassure the
user that they can trust the gluten free meals on Sun Basket. Just like with the title tag, if
Sun Basket optimizes it, the benefit of a more specific key phrase in the meta tag would
help them rank higher.
3. Image ALT Text
SunBasket.com Image Tag Details:
<img src="https://try-sunbasket-staging-assets.s3-us-west-
2.amazonaws.com/2018/08/grilled-steak-salad.jpg" data-

9. rjs="2" alt="Grilled steak salad with peach" class="img-
responsive">
Alt text ="Grilled steak salad
with peach" class="img-
responsive">
Recommendation to Improve Sunbasket.com ALT Text:
alt="Delicious recipe from our Gluten Free Menu: Grilled
steak salad with peach" class="img-responsive">
Explanation:
ALT tags are so important because it is what allows the people with disabilities to
experience the website like everyone else. Alt tags are alternative text and special
software, like Jobs Access with Speech (JAWS), can be implemented to read the tag
aloud to a blind user, for example. Having this option not only accommodates the user
but it gives Sun Basket another place to optimize for keywords. Picture searches are
another great way to get traffic so optimizing those key phrases would benefit Sun
Basket. The current alt tag the main picture on the gluten free page only stated the recipe
name so there was a lot of room for improvement there.
The recommended alt tag incorporates the chosen key phrase “Gluten Free Menu”
again, while keeping the recipe name. This will drive traffic simply because the current
tag isn’t optimized and doesn’t have any keywords. For people with disabilities and
possible gluten sensitivities, it is important that they know that it is or isn’t gluten free

10. since they can’t see the page for context. Once the keyword is put in the image search,
the picture will not only rank higher but will grab people’s attention. If they’re not
looking for Sun Basket’s gluten free menu, optimizing a picture like this might drive
them to the site and change their mind.