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How we took a London cookery school to the top of Google using a content focussed strategy!


Organic Revenue


Organic Users


Organic Sessions


School of Wok is a London based cookery school that is founded by Channel 4’s Sunday Brunch regular chef, Jeremy Pang.

We first started working with School of Wok in April 2019 and they approached us with the challenge of increasing revenue for their top products and corporate classes using SEO. Our challenge was to find the strategy in order to achieve this goal.

From working with Seed, we have seen our recipe exposure shoot through the roof on organic listings and it has been amazing! They are always coming to us with brand new, fresh ideas to try.

Nev Learning

Nev Learning

Founder & Director

Project Team

Adam Mates

SEO Specialist


We developed a strategy for School of Wok that incorporated all of the SEO approaches to increase the monthly revenue.

This included SEO work conducted in four key areas; research (keyword, audience and competitor research), technical SEO, content strategy and structured data markup (recipe and events schema).


Since our work with School of Wok began in April 2019 we have seen rapid growth in their overall organic search visibility. In just one year both their daily clicks and impressions have risen by over 350%, leading to a surge in organic rankings for relevant keywords that we set out as initial targets from the onset.

As a result of the above, we have seen strong year-on-year increases in organic sessions and the number of users accessing the School of Wok website – both improving by over 200%! In turn this has also led to consistent revenue growth year-on-year of around 25%-30% on their online shop and around a 35% increase in the number of enquiries for corporate events.

In generating and capturing interest around School of Wok’s innovative bao bun kit and hampers range, we were able to target terms like “What is bao” as a related blog. This post has since had over half a million impressions and over 8000 clicks in just the first year, allowing users to find out more about bao buns and School of Wok’s fantastic range.

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