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How We Scaled Organic Traffic by 104.3% for Hash Grill Kenya’s eCommerce Store
A comprehensive analysis of organic search performance, keyword rankings, and measurable growth by Axiom Web Solution.
- Monthly Visitors
3,900
+28.5% vs prev month
- Total Clicks
5.04K
+104.3% vs previous period
- Sales
700
Last 28 days
- Pages Indexed
19,796
Active pages
Client
Hash Grill
Industry
Restaurant / Food & Beverage
Service
SEO Optimization
Location
Nairobi, Kenya
The challenge
- Brand searches for "hash grill" were converting inconsistently despite high intent
- Referral traffic was nearly nonexistent — no link-building or partnership strategy in place
- Organic social and organic search were not working together to compound growth
- Menu-related keywords were driving most search behavior but pages weren't fully optimized to capture that intent
- Technical SEO gaps: mobile usability and page speed affecting rankings
- 1000 indexed pages — many not generating any traffic or clicks and ecommerce sale
Our Data-Driven SEO Strategy
01 — Local SEO
Brand & Local SEO
- Strengthened brand keyword performance for "hash grill" and all variants
- Optimized for location-specific searches like "hash grill pangani"
- Improved Google Business Profile presence for local visibility
02 — On-page
On-page SEO & CTR
- Rewrote meta titles and descriptions for the homepage, menu page, and product pages
- Aligned page content with high-intent menu-focused search queries
- Improved page structure to match what users are actually looking for
03 — Technical SEO
Technical SEO Fixes
- Enhanced mobile performance — critical given 75.4% mobile traffic share
- Enhanced page speed
- Fixed crawling and indexing inefficiencies
04 — Content
Content & Menu Pages
- Optimized the menu page to capture food-intent searches
- Strengthened platters and signature items pages for long-tail keyword capture
- Built a content foundation to attract referral and social traffic over time
The Results
The Results: Real, Measurable Growth
+104.3%
Clicks Growth
3,900
Growth 27.3%
92.1%
Local Market Dominance (Kenya traffic)
+16.5%
CTR Improvement
What the Data Revealed
Data-Driven Discoveries
Keywords Position Distribution
- Brand keyword dominance: "hash grill" alone drives 36% of all clicks (1,807 out of 4,982) with a 12.17% CTR — nearly 5× the industry average. This signals an exceptionally strong brand-to-search connection.
- The homepage and menu page together capture 88.3% of all clicks — 52% and 36% respectively.
- 92.1% of all traffic comes from Kenya, with "hash grill pangani" achieving a 9.49% CTR — confirming the local SEO strategy is targeting the right audience with precision
- Position 21+: 152 queries generating (1.2% of total clicks)
What We’re Doing Next to Scale Results
Strategic next steps to accelerate
- Scale referral traffic through food blogger outreach and local partnership link-building
- Optimize the Shop All and Signature Platters pages — strong traffic, low CTR signals weak meta copy
- Create location-specific landing pages to capture searches beyond Pangani
- Protect the queries that are ranking on position 1-3
- Set up rank tracking alerts to monitor any position changes
- Build review generation into the customer experience to strengthen local ranking
- Monitor "hashgrill menu" — clicks dropped from 390 to 208, needs investigation and recovery
- Develop an organic social strategy to complement the dominant organic search channel
