The challenge
A traditional company with high-quality products in a market where large spice shops and recipe portals dominate the search results. The shop was to be found for spices and seasoning questions and lead more visitors to a purchase.
Our approach
We started with an SEO strategy: which spices, blends and questions do people search for, and which page of the website should rank for them? This led to new category pages, for example for salt-free spices. We reworked existing categories based on search demand.
At the same time the focus was on user experience and conversion rate: how quickly do visitors find the right product, and what keeps them from buying? The in-house team implemented the changes to the shop.
For the informational section we introduced the content format “Die Gewürzschule”. Each article fully answers a seasoning question, from tandoori masala to hot spices, and leads to matching recipes and products. How we build this kind of content for Google and AI answers is described on the service page.
In the recipe section we reworked the structured data. Recipes and Gewürzschule articles carry recipe markup with ingredients, preparation steps and nutrition information, and many pages also have FAQ blocks.
Results in Google search
Since autumn 2024 we have tripled the traffic, and purchases have risen as well. The public SISTRIX visibility index was below 0.1 at the beginning of 2023 and above 0.7 in October 2026.
The Gewürzschule accounts for the largest share. Of the 1,000 highest-volume terms for which the website ranks on the first page, 57 % go to Gewürzschule articles and 35 % to recipes.
| Page type | Share | Share |
|---|---|---|
| Gewürzschule | 57 % | |
| Recipes | 35 % | |
| Product and category pages | 8 % |
| Search term (German) | Searches per month | Position | Page type |
|---|---|---|---|
| Tandoori | 27,100 | 3 | Gewürzschule |
| Erdbeer Salat mit Spargel (strawberry asparagus salad) | 4,400 | 2 | Recipe |
| Apfelpunsch (apple punch) | 4,400 | 3 | Recipe |
| Bolognese Gewürze (bolognese spices) | 3,600 | 3 | Gewürzschule |
| gemahlener Kardamom (ground cardamom) | 2,400 | 2 | Product page |
Positions change daily. The values are a snapshot from DataForSEO.
Visibility in AI search
The Gewürzschule also pays off in AI search. In Google's AI Overviews, gewuerzmuehle-brecht.de is regularly cited as a source for spice and seasoning questions, in more than 1,000 answers according to DataForSEO. There Brecht appears alongside YouTube, Chefkoch and other spice shops.
This is valuable for the brand because Brecht shows up as an expert source exactly where people look for information about spices.
