Rakuten increased time on site 1.5x with the recipe search experience on Google

Published on May 8, 2018

Challenge

One of the largest IT companies in Japan,
Rakuten provides over 70 services, including
e-commerce, FinTech, and loyalty programs. Rakuten Recipe lets home chefs post and share their own
recipes and menus on a website or an app. Launched in 2010, the platform has over 15 million
active monthly users who enjoy access to about 1.9 million recipes and menus. “We try to provide a
good user experience, as well as the excitement and enjoyment of cooking through learning from
others,” says Rakuten Recipe manager Yuki Uchida.

Rakuten Recipe began using Recipe structured data
in 2012. Two years later, they expanded the
number of available structured data categories to precisely match people with the recipes that
would most interest them. They collaborated with Google Search in 2017 to make their structured
data even more useful.

Solution

One way Rakuten checked the efficiency of their new search experience was by using
Search Console. The company easily
implemented the structured data through their content management system (CMS) within two weeks.
Rakuten was already using Accelerated Mobile Pages (AMP)
when they started using the report, which helps fix errors in any rich result. The report also
shows where you can provide more information to take fuller advantage of Google’s rich result
platform. “We elected to have all of the recipes we have available the same day as the Rich Cards
report was released—full on at the first release,” Uchida says.

The Structured Data Testing Tool
also helped them to validate their code and eliminate any errors in the markup data.
“The Structured Data Testing Tool is a very useful product for us, especially if there are
SD-markup-related errors on our AMP pages,” Uchida explains. “It will automatically send us an
email if there’s a problem.”

Result

The IT giant quickly saw better performance from their structured data in Google Search. Traffic
to all Rakuten Recipe pages from search engines soared 2.7 times, and the average session duration
was now 1.5 times longer than before. These improvements help users “match with more recipes, and
spend more time enjoying and cooking the recipes we have,” Uchida says.