Did nothing for SEO – yet achieved top rankings: This is also possible. How? The example of “Unicake” demonstrates this. The cake startup from Mannheim has built up valuable Google rankings, without any targeted optimization being apparent.
How can this happen? We discuss this in this podcast episode. The summary and charts are available in the following article.
The case study reveals much about how the Google algorithm works. In the case study, we examine common SEO measures that are repeatedly recommended – even by us.
A brief preview: Uni-Cake has implemented none of this and is still successful. So: What is the secret to its success?
The SEO Rankings of Unicake
The online bakery or patisserie has been online for approximately one year. The website has built up top rankings in both the informational and transactional keyword areas:
- Keywords “Cookies”, “Brownies”: For these very general search terms, the website ranks in the Top 10 or Top 20. These search terms are extremely competitive. Numerous food blogs and several recipe platforms can also be found here.
- Keywords “Buy brownies”, “buy cake”, “order cake online”: For these search terms, which are very close to purchase intent, the startup has built up Top 5 to Top 1 positions. These are purely generic terms where users have a clear intent (“buy”) but have not yet selected a provider. These are new customers.
With approximately 800 keywords, the website ranks in the Top 100 on Google – a very manageable number of search terms. The website has thus gained a lot from very few rankings. The figures are from the SEO Suite Sistrix.
The startup is run by Luisa Gallardo Leon. She opened the online patisserie.
The Startup Has Disregarded all Common SEO Measures
What is the Secret to Success?
How does SEO success come about when you do zero SEO? The only central ranking factor that remains: user signals.
User signals are widely discussed in the SEO world – especially since the Google algorithm leak, which we analyzed here. Key insight: Google evaluates clicks and views and incorporates them into the algorithm.
The startup Unicake has a very strong “Brand Search”. More and more users are searching for the brand. The reason: The startup is extremely successful on TikTok. Here, the founder showcases how she builds her startup with a very sympathetic and approachable behind-the-scenes format. The videos regularly achieve six- to seven-figure view counts.
This is reflected in the Brand Search on Google. Over 15,000 users enter the brand name in individual months. It is logical that Google reacts to this. The website is pushed forward in the rankings for terms that are reflected on the website.
It has also emerged from the leak and various patents how Google proceeds here. A website is tested for individual keywords piece by piece. If many users click on the website, the website receives more and better rankings for more keywords (at least up to a certain point).
Since the website is very well-known through social media, it can be assumed that many users also click on the website on Google. The brand awareness and positive image on TikTok transfer to the click-through rate (CTR) on Google. High click-through rates or user signals are therefore a central ranking factor.
TikTok Reach and Brand Search on Google: When startups are successful on social media, searches for the brand also increase simultaneously. This, in turn, can have an impact on Google rankings – keyword: user signals. The chart on TikTok reach comes from the founder’s LinkedIn profile, who has since also founded a social media agency specializing in organic reach.
What Would Happen if Such “Love Brands” Seriously Engaged in SEO?
Uni-Cake represents the next generation of startups that grow purely through TikTok – completely without an advertising budget. At the same time, the startup’s success relies on a single channel. We see the same with many influencers who are very successful on Twitch or YouTube, for example – but leave other channels completely untouched. And this, despite the fact that they would have very good opportunities in SEO, for instance.
Unicake also only extracts a fraction of what is actually possible from SEO. Competitors in this environment receive six-figure SEO traffic per month, as can be determined with professional SEO suites.
Many companies still think in terms of channels. SEO, social media, ads – everything exists side by side, often managed by different individuals or service providers. However, this example shows: The channels fuel and support each other.
An integrated communication strategy that considers and coordinates all channels is very promising – and ultimately a central competitive advantage. Here, almost all companies are still at the very beginning – a topic that we also discussed in the new strategies of content distribution.
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