In the world of digital marketing, a website update can be a powerful tool to improve your website’s user experience, search engine rankings, and overall performance. However, sometimes a website update can have unexpected results, both positive and negative. In this case study, we’ll look at a website update that went viral and the lessons that can be learned from it.
The website in question is the popular recipe website, Epicurious. In July 2020, Epicurious made a simple update to their website that went viral. They removed all of their beef recipes, replacing them with plant-based alternatives. The decision was based on the fact that beef is a major contributor to greenhouse gas emissions, and Epicurious wanted to promote more sustainable eating habits.
The response to the update was overwhelmingly positive. News outlets picked up the story, and social media was abuzz with praise for the website’s commitment to sustainability. The update not only garnered positive attention for Epicurious but also helped to increase their website traffic and search engine rankings.
So, what lessons can we learn from Epicurious’ website update?
- Understand your audience: Epicurious knew that their audience was interested in sustainability and healthy eating. By removing beef recipes and promoting plant-based alternatives, they were able to align their website content with their audience’s values.
- Be authentic: Epicurious’ decision to remove beef recipes wasn’t a publicity stunt. It was a genuine effort to promote sustainability and healthy eating. This authenticity resonated with their audience and helped to build trust and loyalty.
- Embrace controversy: Removing all beef recipes was a bold move that could have backfired. However, Epicurious embraced the controversy and used it to start a conversation about sustainability and the impact of food choices on the environment.
- SEO optimization: The update also helped Epicurious to improve their search engine rankings for plant-based recipes, which is a growing trend in the food industry. By optimizing their content for SEO, they were able to attract more traffic and increase their visibility.
In conclusion, the lessons we can learn from Epicurious’ website update are clear: understand your audience, be authentic, embrace controversy, and optimize your content for SEO. By following these principles, you can make website updates that not only improve your website’s performance but also go viral and generate positive attention for your brand.