Faster pagesclean structure, Core Web Vitals
Content people search formenus, promos, seasonal stories
Local visibilitystore pages that actually rank
Services Used: SEO Strategy, Technical SEO, Content Strategy, Local SEO, Analytics/Tracking
Meet Toast Box.
Toast Box is a beloved Singapore coffeehouse brand kaya toast, soft-boiled eggs, kopi pulled the traditional way busy at breakfast, buzzing at tea time. They already had strong brand love; they needed their site to catch up: help people instantly find nearby outlets, today’s menu, limited-time sets, and delivery options.
The initial challenge.
Most organic traffic funneled into just a few pages, which limited discovery and hurt conversion for “near me” and “what’s on today” intent. Category terms around breakfast sets, kopi styles, and local snacks were dominated by publishers and delivery aggregators.
On-site, headings and titles were brand-forward rather than query-aligned, some hero images slowed first paint on mobile, and outlet pages were inconsistent in content and schema so map-pack presence wobbled. Measurement focused on pageviews instead of “find a store,” “view menu,” and “order click-outs,” making it tough to prove which content nudged real-world visits.
Our solutions.
We rebuilt the foundations for relevance and speed: clarified title/H1 conventions, cleaned H2/H3 hierarchies, compressed imagery, deferred non-critical scripts, and tightened internal links so authority flows from stories to menus and outlets. Every outlet page was templated with consistent NAP, opening hours, delivery/collection options, landmarks, embedded maps, and LocalBusiness schema so each location can rank and convert independently.
Then we launched a snackable content hub answering what people actually search: kopi/teh guides, seasonal set roundups, calorie and allergen explainers, and brand stories that link purposefully back to menu and outlet actions. Structured data (Organization, FAQ, BreadcrumbList, Product/MenuItem) broadened SERP footprint. In GA4, we instrumented “Find a store,” “View menu,” “Delivery partner click,” and promo sign-ups with UTM discipline for apples-to-apples reporting.
Impact.
A clearer mobile experience, stronger outlet discoverability, and editorial that meets diners earlier in the journey turning breakfast cravings into store visits and orders, not just sessions.
Kopi, Kaya, and ‘Near Me’: How Ya Kun Turned Searchers into Regulars
Technical clean-up crawlability, speed, structure
Evergreen guides kopi styles, set menus, allergens
Outlet pages that work consistent schema & cues
Services Used: SEO Strategy, Technical SEO, Content Strategy, Local SEO, Analytics/Tracking
Meet Ya Kun.
Ya Kun is a heritage brand synonymous with Singapore-style breakfast. With hundreds of daily brand mentions and strong offline equity, the website needed to win key micro-moments: “nearest outlet,” “breakfast sets,” “kopi types,” and “can I order now?”
The initial challenge.
Publishers and aggregators captured early-stage searches, while outlet pages varied in detail and structure, weakening map-pack performance. Titles/meta leaned nostalgic rather than query-aligned; multiple heavy assets hurt Core Web Vitals at the exact moment mobile users decide to stay or bounce.
Content skewed to menus and brand background but lacked practical explainer pieces diners rely on brew styles, customisation shortcuts, allergen info, and seasonal promos. Analytics tracked general traffic but not the actions that lead to sales: outlet lookups, menu interactions, and delivery click-outs.
Our solutions.
We aligned information architecture to real-world decisions: Menus → Sets & Add-ons → Outlets → Order/Delivery. Technical SEO fixes reduced bloat and clarified topical ownership; internal links now push authority from editorial to money pages. We standardised and enriched outlet templates with consistent NAP, hours, landmarks, map embeds, delivery availability, and LocalBusiness schema. We stood up an editorial calendar that answers intent succinctly “What’s the difference between kopi, kopi-o, kopi-c?”, “Best quick breakfast sets under 10 minutes,” “Allergen and calorie pointers” each article routing to relevant menu sections and nearby outlets. Structured data across templates widened SERP presence, and GA4 events now capture store finders, menu expansions, delivery partner click-outs, and newsletter joins, all tied to UTMs for clean attribution.
Impact.
More useful entry points, faster pages, consistent outlet visibility, and reporting that traces a line from search to stores and delivery turning casual searchers into repeat, breakfast-time regulars.
Want me to tune either case study to a 300/400/500-word target, or add a hero “stat tile” row that matches your page layout?