Baking organic success into Papa John’s search marketing

Papa John’s Screenshot


Let’s face it. Everyone loves pizza. We enjoyed working with the pizza delivery and takeaway giant to build out their local SEO strategy to support brand awareness and drive local store sales.

“Bake a better pizza and the world will beat a path to your door”. That maxim has been at the heart of Papa John’s thinking since their founder, John Schnatter, baked his first pizza back in 1972. Little did they know that within half a century, Papa John’s would become one of the world’s leading pizza retailers with over 300 stores in the UK alone.

Papa John’s are dedicated to their attention to detail, focus on quality and the refusal to compromise on delivering the best pizza (and the best pizza experience).

The Brief

The Papa John’s brief to Koozai was to drive online pizza sales as well as use local SEO to support both brand awareness and local store sales. Targeting new customers was key, as well as ensuring the search campaigns represented the brand’s core values.

Papa John’s Image

The Challenge

To improve non-brand organic rankings for pizza generic keywords, as well as local rankings for over 300 stores with the aim of increasing market share.

How We Helped

Koozai worked closely with Papa John’s in-house marketing team to build an effective local search and content marketing strategy.

We worked to ensure Papa John’s website was appropriately targeted to local regions and created new store landing pages with unique content designed to accurately reflect the store offering in a local context, providing better relevancy for semantic search.

Our SEO team reviewed the entire Google My Business account for every local store and worked to optimise listings across all platforms.

Papa John’s Screenshot
Papa John’s Screenshot

What Happened Next

Through implementing a best practice approach to on-page and technical SEO, as well as off-page authority building, this allowed us to deliver consistent comms across a range of platforms and strengthen Papa John’s local SEO to improve their traffic, revenue and visibility.


The campaign has been incredibly successful winning Best Retail Ecommerce SEO Campaign at The Drum Search Awards and shortlisted for two others at the BIMA and Wirehive awards.

We've worked with Koozai for just over a year now, looking to improve our organic search results primarily for local searches. Since working with the team we've seen fantastic improvements in the rankings for many of our stores. Despite the added complexity of working with a franchise business, Koozai have done a brilliant job and we've been very impressed with their work so far.

David Carey Digital Marketing Manager
  • Organic revenue Increased by 41%
  • Organic revenue for local stores Increased by 187%
  • Organic traffic increased by 74%

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