Meal Prep Boxes - Embryo SEO analysis

With Christmas approaching I always go into healthy eating mode in the weeks leading up to the main event.?

Recently, I have been thinking about using a meal prep website but never took the plunge. But this year I have decided to give it a go.

Whilst doing my research into the different companies, I decided to see which site is performing best online. So using Embryo’s in-house tools I decided to analyse six of the companies to find out who is performing best online.

I have chosen the following six websites -? Hello Fresh, Prep Kitchen, Lions Prep, Green Chef, My-Prep & Gousto

Organic Visibility

Here you can see the visibility of each of the sites checked when people search for terms relating to Meal prep boxes etc

Gousto currently has the highest visibility score; Hello Fresh is next in terms of organic visibility. It's also very clear that there is quite a gap between these two big brands and the other sites.

If we remove the two big brands we can see that Green Chef is performing the best and has seen some good growth at the start of the year

Organic keywords

The amount of industry-related keywords that each site can be found for is always an interesting set of data that can tell you a lot about the successes and failures of particular brands.

?It's pretty clear that the two big brands are way ahead in terms of organic keyword reach. Gousto ranks for over 80,000 keywords whilst HelloFresh ranks for just over 50,000.

?Again Green Chef is the next best performing website that ranks for 5000 keywords.

Keyword Spread

HelloFresh ranks for 50173 keywords. 3% of these keywords are on page 1.

Prep Kitchen rank for 1652 but have 0% on page 1

Lions Prep ranks for 1210 keywords and have 4% on page 1

Green Chef ranks 5330 keywords for and have 1% on page 1 but a further 8% on page 2

My Prep rank for 1070 and have only 1% on page 1

Gousto rank for 84318 keywords and have 3% on page 1

Referring domains

Interestingly, HelloFresh has more referring domains than Gousto. Also My-Prep has more referring domains than Green Chef.

Pages Indexed

HelloFresh also has much more Pages Indexed so you would assume that with more pages and more referring domains that HelloFresh would be out performing Gousto. Also it shows My-Prep has nowhere near the pages indexed than Greenchef, which is why they don't perform as well.

Domain Authority

HelloFresh also has a very similar domain authority to Gousto. Green Chef and My-Prep have a close domain authority also.

Summary

It is obvious that HelloFresh and Gousto are the two dominating brands within this sector. However Gousto is outperforming HelloFresh even though they both have very strong domains, HelloFresh just doesn’t have as many links, or as many onsite pages. Whilst both sites are doing well, they both could improve their visibility as they only have a few percentage of keywords on page 1.

As for the other brands we looked at in this sector GreenChef is performing very well, they obviously have a very good site with good content, good links and good authority.?

My-Prep could be performing much better if they were to invest in more content and grow the size of the website.

The other brands need to focus on all three pillars of SEO.?

1. Improving the technicality of their site,?
2. Creating much better content
3. Building brand authority.?

This market is very competitive and is dominated by some very big brands that invest heavily both online and offline. Those looking to make an impact should be prepared to invest in digital strategies that have their target customers interests at the core.URL

Obviously, these are my opinions, given after taking a look at the snapshot data that I have collected. I am sure that if I delved deeper into each piece of information, that I would find many more things that would steer my thoughts.