SEO Case Study: How a Food Delivery Brand Increased App Downloads by 300%
A food delivery brand in Brooklyn partnered with Goforaeo in 2025 because organic search was not bringing enough new users into their app. They had good restaurant partners and strong service coverage, but they were missing a lot of local searches where people were ready to download and order. The brand wanted more visibility for neighborhood and cuisine searches, and they wanted that visibility to turn into real installs and first orders.
This SEO campaign focused on Brooklyn, New York, with special attention on areas like Williamsburg, Bushwick, Downtown Brooklyn, Park Slope, Crown Heights, Bedford Stuyvesant, DUMBO, and Greenpoint. The project ran from April 14, 2025 to November 20, 2025, and it turned SEO into a reliable growth channel. By the end of the campaign window, organic driven app downloads grew from 1,250 to 5,000 per month, which confirmed the full lift.
Campaign overview: location, dates, and what we measured
We treated this like a local SEO project and an app growth project at the same time, because installs do not happen from rankings alone. People need to land on the right page, trust the brand quickly, and reach the app store with minimal friction. So we built the site to match how Brooklyn users search, and we built the path to install to be simple and fast.
This campaign used monthly reporting so we could see exactly what was working and what needed adjustment. We tracked the website, the search results, and the app side together so there were no blind spots. That made it easier to prove that growth came from SEO, not from guesswork.
Project details:
- Location focus: Brooklyn, New York
- Campaign dates: April 14, 2025 to November 20, 2025
- Reporting style: monthly performance review and monthly action plan
- Primary KPI: app downloads from organic search paths
- Secondary KPI: first orders from those organic installs
What counted as an SEO driven app download
We kept the rules strict so the numbers stayed genuine and useful. The client did not want inflated totals, they wanted installs they could turn into paying users. So we only counted installs that could be tied back to organic landing pages.
We counted an app download when the journey looked like this:
- User searched on Google and clicked an organic result
- User landed on a tracked Brooklyn page
- User clicked a tracked install button using deep links
- Install was confirmed in app attribution data
We also tracked first orders because installs alone can be misleading. When installs rise but first orders do not, it often means the traffic is curious and not ready. In this case, installs and first orders increased together, which showed the traffic quality improved.
Baseline performance: where the brand started in 2025
Before we scaled content, we needed a clean baseline and clean tracking. The brand had a website and some location pages, but they were not built around neighborhood intent and cuisine intent. Many searches in Brooklyn are specific and time sensitive, and the site was not matching that intent.
The baseline month used for comparison was April 2025, because it was the first month after tracking cleanup was completed. That gave us a stable starting point before the bigger growth months. It also helped us spot whether growth was coming from better rankings, better conversion, or both.
Baseline metrics in April 2025:
- Organic sessions: 18,400
- Google Search Console clicks: 8,250
- App store listing visits from organic pages: 2,900
- Organic driven app downloads: 1,250
- First orders from those organic installs: 640
The biggest gap was simple: the brand was not showing up enough for local searches where users were ready to take action. When the brand did show up, the install path was not smooth enough, so some users dropped off before installing.
What was holding SEO back in Brooklyn
Brooklyn is one of the most competitive local markets for food delivery. Users search fast, compare quickly, and choose what looks easiest and most trusted. That means a website needs strong local relevance, strong clarity, and a clean install path.
We found three main blocks that were limiting growth. Fixing these is what made the later content and local pages perform better. Once the base was fixed, results started compounding month after month.
Website and technical issues we found
The site was functional, but it was not optimized for fast mobile decision making. Some pages loaded slower than they should, and internal linking was not helping Google understand which pages mattered most. We also found low value pages getting indexed, which can dilute the overall quality signals.
Key issues we addressed:
- Mobile speed problems on high traffic landing pages
- Weak internal linking between neighborhood pages, cuisine pages, and the main app pages
- Thin or repeated pages that did not add unique value for users
- Unclear page structure that made scanning harder on a phone
After these fixes, Google crawled the site more cleanly and users stayed longer. That alone helped conversion rates before rankings fully improved.
Content gaps that mattered for installs
Food delivery searches are not only “food delivery Brooklyn.” Most users search by neighborhood, cuisine, or a moment like late night. The site did not have strong pages for those real search patterns, so it missed high intent clicks.
We focused on building content around:
- Neighborhood intent: “food delivery Williamsburg,” “delivery Park Slope”
- Cuisine intent: “sushi delivery Brooklyn,” “pizza delivery Bushwick”
- Moment intent: “late night delivery Brooklyn,” “lunch delivery Downtown Brooklyn”
When content matches how people search, rankings become easier, and conversion improves naturally. Users land on a page that feels made for them, not a generic page.
Conversion issues between website and app download
Even when the brand won a click, the install path was not always smooth. Some install buttons were not placed well on mobile, and deep links were not consistent across iOS and Android. That created extra steps, and extra steps reduce installs.
We improved this by:
- Using clean deep links for iOS and Android
- Placing install buttons where users actually pause and decide
- Making the install message clear and simple, without aggressive popups
- Tracking install clicks and confirmed installs so attribution stayed honest
This is where the project changed from “traffic growth” to “app growth.” The site became a bridge from search to install, not just a brochure.
Strategy: the SEO plan that created compounding growth
We followed a clear order so every new page had a better chance to rank and convert. First we fixed tracking and technical friction, then we built Brooklyn landing pages, then we scaled content clusters. At the same time, we kept improving the install path so the same traffic produced more downloads.
This approach worked because it did not rely on one big bet. It relied on consistent improvements that stack. In local SEO, stacking is what wins, especially in a place like Brooklyn.
Phase 1: foundation work that made SEO measurable and scalable
We started by making sure the data was clean and the site was easy for Google to understand. This phase is not flashy, but it prevents wasted effort later. Once tracking and structure are clean, content improvements show faster results.
Work included:
- GA4 and Tag Manager cleanup for landing page events
- Search Console review to map queries to the right pages
- Crawl cleanup to reduce indexing noise
- Mobile speed improvements on top entry pages
- Internal linking plan built around Brooklyn intent
This phase improved click paths and reduced drop offs. It also made monthly reporting trustworthy, which helped decision making.
Phase 2: Brooklyn neighborhood landing pages built for real searches
Next we built neighborhood pages that were actually useful. We avoided creating thin pages that repeat the same lines with a new neighborhood name. Each page had unique local context, clear delivery coverage, and clear install prompts.
Neighborhood page improvements included:
- Clear coverage areas and delivery hours, kept simple
- Local wording that matched how residents search and talk
- Internal links to matching cuisine pages and popular guides
- Strong mobile layout so install buttons stayed visible
These pages became the base layer of the SEO system. Later content linked into them, which helped rankings and conversions.
Phase 3: cuisine and moment based content clusters that convert
After neighborhood coverage, we scaled content that matched high intent searches. Cuisine pages and “open now” style content tend to convert well because users are already hungry and ready. We wrote in simple words and kept intros short so users could act quickly.
Content cluster topics included:
- Cuisines: pizza, sushi, halal, vegan, Caribbean, burgers
- Moments: late night, lunch, family meals, weekend cravings
- Decision help: “best delivery in Bushwick,” “top spots in Williamsburg”
Each content piece had a clear path to install and order. We also avoided stuffing keywords and focused on helpful structure.
Phase 4: trust signals that help clicks and installs
For food delivery, trust is about clarity, reliability, and real local presence. Users want to feel safe and confident before they install another app. We improved trust signals across the site and the search snippet.
Trust improvements included:
- Clear service promises written in plain language
- Better FAQ sections that answered common doubts quickly
- Consistent branding and local messaging across pages
- Fresh content updates so pages felt current and active
This lifted both click through rate and conversion after the click. It also reduced bounce rates because pages felt more relevant and reliable.
Monthly timeline: what we did and the results we got
The timeline below starts after the baseline month, so the growth story is easy to follow. April 2025 was used for baseline and tracking cleanup, then results began building. Each month includes key actions and key metrics, without using tables.
May 2025: install path fixes and early technical cleanup
In May, we focused on removing friction from the install journey and improving the pages already getting traffic. This month was about quick wins that improve conversion without needing big ranking jumps. The goal was to make sure every click had a stronger chance to become an install.
Actions completed:
- Deep link routing improved for iOS and Android
- Mobile install buttons moved to stronger positions on key pages
- Speed improvements on the top landing pages
- Internal links added from high traffic pages to install pages
May 2025 results:
- Organic sessions: 21,100
- Search Console clicks: 9,400
- App store listing visits: 3,420
- App downloads: 1,520
- First orders: 760
June 2025: Brooklyn neighborhood pages launch and indexing clarity
In June, we launched the first set of upgraded neighborhood pages and improved crawl clarity. These pages were built to match how people search in Brooklyn, with simple language and fast navigation. We also improved titles and meta descriptions to better match neighborhood intent.
Actions completed:
- Neighborhood pages launched for high demand areas
- Local content blocks added with unique context per area
- Internal linking built between neighborhoods and main app pages
- Metadata improved to boost click through rate
June 2025 results:
- Organic sessions: 25,600
- Search Console clicks: 11,200
- App store listing visits: 4,380
- App downloads: 1,980
- First orders: 940
July 2025: cuisine pages and “best delivery” style searches
July was about scaling intent. We built cuisine pages and connected them to neighborhoods, because many users search by what they want to eat, not only where they live. We also improved page layouts so users could find the install button quickly on mobile.
Actions completed:
- Cuisine pages published for top demand categories
- “Best delivery” guides created for key neighborhoods
- FAQs expanded based on Search Console queries
- Install messaging simplified and made more consistent
July 2025 results:
- Organic sessions: 31,800
- Search Console clicks: 13,900
- App store listing visits: 5,860
- App downloads: 2,480
- First orders: 1,220
August 2025: rich results improvements and local authority growth
In August, we focused on making pages more clickable and more trusted in search. We improved structured data where it made sense, expanded FAQs, and refreshed pages that had impressions but low clicks. We also earned local links through relevant Brooklyn community pages and food guides.
Actions completed:
- Structured data improvements on key pages
- Content refresh for pages with low click through rate
- FAQ expansions based on real search questions
- Local link outreach and placements
August 2025 results:
- Organic sessions: 38,500
- Search Console clicks: 16,600
- App store listing visits: 7,210
- App downloads: 3,060
- First orders: 1,520
September 2025: conversion tuning and content tightening
By September, many pages were ranking, so we focused on making them convert better. We used behavior tracking to spot where users stopped scrolling, then adjusted layouts and calls to action. We also updated internal links so users could move naturally between neighborhoods and cuisines.
Actions completed:
- Install button placement improved on top landing pages
- Page sections simplified to reduce reading fatigue
- Internal linking strengthened across clusters
- Content updates based on performance, not guesses
September 2025 results:
- Organic sessions: 44,700
- Search Console clicks: 18,900
- App store listing visits: 8,540
- App downloads: 3,720
- First orders: 1,780
October 2025: scaling “open late” and moment based intent
October focused on moment intent, because “open late” and “fast delivery” searches often convert very well. We expanded coverage pages, added more moment focused content, and improved speed again on the highest traffic landing pages. We also verified deep links remained stable after site changes.
Actions completed:
- New pages for late night and lunch intent
- More neighborhood coverage where demand was rising
- Speed and mobile layout polish on top entry pages
- Meta description updates for pages near top positions
October 2025 results:
- Organic sessions: 49,800
- Search Console clicks: 20,600
- App store listing visits: 9,620
- App downloads: 4,310
- First orders: 1,990
November 2025: consolidation and peak performance
In November, we focused on quality and consolidation. We refreshed Brooklyn hub pages, improved internal linking between neighborhood and cuisine pages, and updated FAQs using the latest query data. This month also included snippet testing through meta updates to improve click through rate on pages already ranking well.
Actions completed:
- Brooklyn hub pages refreshed for clarity and navigation
- Internal linking improved for faster user paths to install
- FAQ updates based on new search trends
- Snippet improvements for higher click through rate
November 2025 results:
- Organic sessions: 52,900
- Search Console clicks: 21,800
- App store listing visits: 10,200
- App downloads: 5,000
- First orders: 2,180
Before vs after proof: installs and business outcomes
We used the baseline month and the final month of the campaign window so the comparison stayed simple. This shows growth across multiple metrics, not only one number. When multiple metrics rise together, it is a stronger proof that SEO is working.
April 2025 vs November 2025:
- App downloads: 1,250 to 5,000
- App store listing visits: 2,900 to 10,200
- Organic sessions: 18,400 to 52,900
- Search Console clicks: 8,250 to 21,800
- First orders: 640 to 2,180
The most important proof is that first orders grew strongly alongside installs. That shows the traffic was not random and the users were actually ready to use the app. It also shows the pages matched intent and the install flow was easy enough to complete.
Tools used by Goforaeo and how they helped
We used tools that support real decisions and honest attribution. The goal was to connect SEO work to installs and first orders, not just to rankings. This stack helped us see what users searched, where they landed, and what they did next.
Tracking and reporting tools:
- Google Analytics 4
- Google Tag Manager
- Looker Studio
- Call and event tracking where needed for support actions
SEO and technical tools:
- Google Search Console
- Screaming Frog
- PageSpeed Insights
- Lighthouse
Research and growth tools:
- Ahrefs
- Semrush
- Heatmap and behavior tracking tools
App side tools:
- Apple App Store Connect
- Google Play Console
- Deep link routing and app attribution tools for install confirmation
Why this worked in Brooklyn
Brooklyn users search by neighborhood and craving, and they decide quickly. When we gave Google and users the right pages for those searches, visibility improved naturally. Once we made the install path smooth, more of that traffic turned into installs instead of bouncing away.
The key was consistency and structure. Each month added useful pages, stronger internal links, and better conversion flow, so growth stacked. That is why installs increased steadily instead of jumping for one week and fading.
What we would do next to keep installs growing
After November 2025, the next step would be to expand deeper into neighborhood coverage and keep refreshing top pages. We would also build more seasonal and event based pages where Brooklyn demand spikes, while keeping the site clean and easy to crawl. On the conversion side, we would keep testing small changes on high traffic pages to lift install rate without needing huge traffic increases.
This case study shows a simple truth: when local intent, helpful pages, and a smooth install path work together, SEO can become a strong app growth engine. With the right structure and steady monthly execution, the results become predictable and scalable.