Recipe sites triumph on Google search, earning the highest organic visibility against product and recipe keywords without needing to invest in paid search like many grocery retailers. German recipe site Chefkoch achieves over three times the organic visibility of German supermarket REWE – the leading brand across grocery-related keywords in Garter L2’s Digital IQ Index: Retail Europe. REWE achieves its high organic visibility by consistently optimizing its product pages with detailed descriptions comprising the product’s provenance and flavor, as well as cooking suggestions. Even for broccoli!

Other retailers struggle to gain visibility – and not always through lack of trying. Index retailers increased adoption of recipe content on the sites by 15 percentage points over the past year.

Recipe sites present an opportunity for grocers to increase visibility, drive traffic back to site and secure sales. Despite their high organic visibility, they lack e-commerce functionality, which leaves consumers with a disjointed experience as they move from recipe discovery to purchasing the ingredients. This is where a plugin like Whisk comes in. It automates basket building by placing its tool directly on recipe sites and allows customers to buy ingredients from a selection of retailers.

In the UK, AmazonFresh, Asda, Ocado, Tesco, and Waitrose have partnered with Whisk. On the recipe side, Whisk has partnered with BBC Good Food, Allrecipes, and Delicious Magazine, providing subscribed UK grocers with access to its consumer base. Whisk is expanding to Germany, although adoption is still low. However, REWE realized the opportunity and stepped ahead of the curve by building a proprietary plugin in partnership with Chefkoch and Essen-und-Trinken. Nevertheless, a plugin is an effective way for grocers with eclipsed visibility to secure second-order visibility.

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