The document analyzes search keywords and content to optimize the website SunBasket.com for SEO. It recommends focusing on the keyword phrase "vegan recipes", as this phrase has high search volume and is rising in popularity. An analysis of Google trends data supports "vegan recipes" as the best keyword. The document provides recommendations to optimize page titles, meta descriptions, and image alt text on SunBasket.com to target the keyword phrase "vegan recipes" and potentially increase website traffic.

1. Rileigh Bates
Dr. Jacquie Lamer
20-303
15 Nov. 2018
SEO Keyword Research & Analysis for SunBasket.com
The keywords/phrase I think will drive the most traffic: “vegan recipes”
Strongest Content for Keyphrase Considerations:
I decided to focus on the “Vegan Meal Kit Plan” page on SunBasket.com. This section
focuses on the vegan meal kit that they offer and includes some of their most popular vegan
recipes at the bottom of the page. I did this section because people are currently searching
“vegan” according to Google Trends:
I compared the keyword “vegan” with two other meal plans on SunBasket.com, and
“vegan” was the most popular search compared to the other two. Since it is trending highly
compared to similar topics, I think it can make a big difference in Sun Basket’s online traffic.

2. Keyphrases Considered: “vegan meal plan” “vegan diet” “vegan recipes”
I considered “vegan meal plan” as a keyphrase because it is very simple, but yet very
specific to what Sun Basket wants customers to buy. If a customer were to want to find a meal
plan for their diet, they would search this term and find Sun Basket’s conveniently “Vegan Meal
Kit Delivery,” which is essentially what they are already looking for.
I considered “vegan diet” for similar reasons as “vegan meal plan.” If someone wanted
meal ideas for their very specific diet, Sun Basket could give people ideas, as well as have new
customers sign up for a meal kit.
I considered “vegan recipes” as a keyphrase because I thought it could be a potentially
popular keyphrase, but still be specific enough that it could successfully drive traffic to Sun
Basket. Even though it is not as targeted to Sun Basket’s business as much as the first keyword,
people can find Sun Basket while looking for recipes and maybe try out a few recipes on the
website before deciding to make a SunBasket.com account.
Google Trends Analysis:

3. Comparing these results, “vegan recipes” and “vegan diet” follow similar spikes, and
“vegan meal plan” follows a smaller, steadier path. “Vegan recipes” and “vegan diet” both
spiked in August 2017 and “vegan recipes” is currently on the rise again. The average for “vegan
recipes” is also significantly higher than the other two keywords.
Potential Traffic:
Average
Monthly
Searches
Number of
Additional
Monthly Visits if
Ranked No. 1
Current
Average
Monthly
Traffic
Potential
Monthly Traffic
Maximum
Potential
Traffic
"Vegan meal plan" 10k – 100K 3,000 - 30,000
682,388
685,388 -
712,388 712,388
"Vegan diet" 10k – 100K 3,000 - 30,000
685,388 -
712,388 712,388
"Vegan recipes" 100k – 1M 30,000 - 300,000
712,388 -
982,388 982,388
This chart represents the potential traffic to SunBasket.com if these keyphrases were
implemented. Since being ranked No.1 in the SERPs will only get you on average a 30%
clickthrough rate, I took the numbers given to me by the Google Ads Keyword planner and
decreased them by 30% to get the most accurate reading. The current monthly traffic comes from
SimilarWeb.com, where they list SunBasket.com’s analytics including their current average

4. monthly traffic. From there, I was able to calculate how many potential users SunBasket.com
will receive if any of these three keyphrases were chosen.
Keyword Ranking Analysis
"Vegan meal plan" "Vegan diet" "Vegan recipes"
Google Bing Yahoo! Google Bing Yahoo! Google Bing Yahoo!
SunBasket.com "No" "No" "No" "No" "No" "No" "No" "No" "No"
HelloFresh.com "No" "No" "No" "No" "No" "No" "No" "No" "No"
This chart was made using Mike’s Marketing Tool online. It checks to see if a certain
webpage ranks in the top ten in the SERPs. As of right now, none of my keyphrases rank in the
top ten for SunBaket.com or HelloFresh.com. This can be good for Sun Basket because if they
use these keyphrases and optimize their site for these keyphrases, Sun Basket can receive all of
the potential traffic instead of Hello Fresh.
Ultimate Keyphrase Choice: “vegan recipes”
“Vegan recipes” is the best to drive traffic to SunBasket.com because of how it is vague
enough people will search for it, but also specific to Sun Basket’s content. This keyphrase also
has very high monthly searches according to Google Ads, so reaching number one in the SERPs
could potentially double SunBasket.com’s current traffic. The keyphrase is also on the rise again
in popularity, so there is a chance there could be even more searches within the next year. Mike’s

5. Marketing tool states that Sun Basket was not in the top 10 of the SERPs for this phrase, so there
is a lot of potential for brand new customers.
HTML: Current Keyword Location Analysis
1. Title Tags
Current Tags:
SunBasket.com Title Tag for Category Page:
<title>Vegan Meal Kit Delivery - Healthy & Delicious
Recipes | Sun Basket</title>
HelloFresh.com Title Tag for Category Page:
<title>Dinner Ideas | Veggie Plan | 17 Nov - 23 Nov |
HelloFresh</title>
Recommended New Title Tag for SunBasket.com:
<title>Vegan Recipes and Meal Kits - Sun Basket</title>
Explanation:
A title tag is important because it appears in a lot of places including the browser
tab, social share tools, user’s bookmarks, and most importantly, the SERPs page. By
having a good title that results to the keyphrase Google will see that and rank the
webpage higher in the SERPs.

6. This is a screenshot of how the page that I want to optimize looks in the SERPs. I
an arrow indicating the title tag. My new tag will help drive traffic because it has the new
keyphrase in the title, and Google will be more likely to rank the page. It also specifies
that there are vegan recipes on the webpage so people looking for recipes will be more
likely to click on the page.
2. Description Meta Tag
Current Meta Tags:
SunBasket.com Meta Tag for Category Page:
<meta name=”description” content=”Try our Vegan Meal Plan:
Simple, speedy recipes with the freshest seasonal, organic
produce and plant-based proteins, delivered weekly.”>
HelloFresh.com Meta Tag for Category Page:
<meta name=”description” content=” Choose our Veggie Plan
recipe box and pick your favorite meals from 17 Nov - 23
Nov inspiring and delicious menu. Packed full of fresh,
seasonal ingredients, perfectly portioned and delivered to
your door">
Recommended New Meta Tags for Sunbasket.com:

7. <meta name=”description” content=”Vegan recipes with the
freshest seasonal, organic produce and plant-based proteins
that are delivered straight to your house weekly.”>
Explanation:
The description meta tag is important because it appears in social share tools and SERPs.
It tells a user what the page is about, and they can expect if they click on the page. Google also
looks at the description page when ranking websites to find the keyphrase and make sure that the
website is relevant for the SERP.
This is a screenshot of how the page that I want to optimize looks in the SERPs. I drew
an arrow to the meta description tag. My new tag will help drive traffic by being more specific to
the keyphrase I was to implement. For the most part, I kept the same wording as the original
description tag but made it more relevant to what consumers are looking for right now.
3. Image ALT Text
Sunbasket.com Image Tag Details:
Alt text=“Five-spice black bean tacos”

8. Recommendation to Improve SunBasket.com ALT Text:
Alt text=“Vegan five-spice black bean taco recipe”
Explanation:
ALT tags are so important because Google will also rank photos in Google Images results
too. Google does this by using the alt tags on a photo. By putting my keyphrase in the photo,
Google will rank the photo higher on the list for “vegan recipes.” People will see the photo
and click on the photo, which can lead to them visiting the website.