Organic Search Drives Marketplace Growth for Oya

Oya is an online marketplace connecting food businesses with commercial kitchen spaces across the UK. As a two-sided platform, its growth depends on scaling both supply (landlords) and demand (food vendors) simultaneously.

Built on a React-based framework, the platform introduced additional complexity for search visibility, requiring a more considered technical SEO approach to ensure content could be effectively crawled and indexed.

As the business expanded, there was also a need to strengthen data infrastructure and improve visibility across the customer journey, from initial search through to application and conversion.

Limited organic visibility for high-intent searches

Key commercial terms (e.g. “pub kitchen for rent”) were not ranking competitively, restricting the flow of qualified demand into the platform.

Technical SEO constraints from a React-based platform

The site architecture made it harder for search engines to crawl and index content effectively, limiting performance despite strong underlying demand.

Balancing growth across a two-sided marketplace

Scaling required simultaneous growth in both landlords (supply) and food vendors (demand), increasing the complexity of the acquisition strategy.

Lack of centralised tracking and performance visibility

Limited insight into how users were discovering and interacting with the platform made it difficult to measure performance and optimise effectively.

No structured system for managing leads and marketplace activity

Without a CRM in place, managing enquiries, applications, and user journeys lacked consistency and visibility.

Technical SEO strategy tailored to a React-based platform

We worked closely with the development team to ensure key pages could be effectively crawled and indexed, improving visibility for high-intent searches across the marketplace.

Seamless domain migration with no loss in performance

We managed a full website migration, maintaining existing rankings and traffic while creating a stronger foundation for future growth.

Search strategy focused on high-intent acquisition

We prioritised commercial search terms aligned to user intent, enabling Oya to capture demand from both food vendors and landlords actively searching for kitchen space.

HubSpot implementation for lead and customer management

We introduced HubSpot to centralise enquiries, applications, and user data, creating a more structured and scalable approach to managing marketplace activity.

Advanced tracking, analytics, and reporting infrastructure

We built out robust tracking and dashboards to give full visibility into performance, enabling better decision-making across marketing and operations.