Driving New Traffic for a New Local Restaurant
Our Campaign by the Numbers
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Keywords on 1st page after 6 months
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keywords in top spot after 6 months
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Google My Business inquiries in 3 months
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impressions in just the 2nd month of campaign
Backstory
See how we improved our client's organic traffic
If only delicious, authentic Italian pizza and an atmosphere
reminiscent of the Sicilian countryside were all our clients
needed to build a local following, they would be the most
popular restaurant in the area. But in the digital age, local
restaurants need to build a local footprint and optimize
their website for local search.
A Slice of the Old Country
Our clients moved to our area after perfecting their culinary skills in their native Sicily. Not intending to open a restaurant, they quickly realized that there was something missing from the local dining scene- authentic Italian pizza. Luckily for pizza lovers, our clients didn’t waste any time building their restaurant and their website. What they needed was local traffic to convert into customers.
Their Goal
Their grand opening generated enough buzz to keep them busy during the first two months. But the restaurant needed to build local interest quickly and sustain that interest at a level that was profitable. For local restaurants, this means a strategy that puts the restaurant in the top results of local searches and on commonly used review sites like Google My Business and Yelp. In the days of mobile devices when people are online almost 24/7, being discoverable via Google is critical to a business’ success.
Our Solution
In the first month, we started by researching and creating a keyword strategy that focused on local keywords and buying intent. For example, our client’s website ranks in the top spot for "pizza + location".
Ranking for keywords that are based on geolocation is important for searches via mobile phones because these potential customers are often in the process of choosing a restaurant and have real buying intent. Up to half of all local searches via mobile device result in the searcher visiting the restaurant or store within the day. We then focused on setting up the restaurant on popular business review sites and data aggregators. Specifically, Google My Business, Bing Local, Yellow Pages.com and Yelp plus up to 30 more sites that were relevant to the restaurant niche and our location.
Critical to the review site and local citation strategy was ensuring that the name, address, and phone number (NAP)were accurate and consistent across review sites, their Facebook profile, and their website. Consistent NAP data is a ranking factor for Google’s local search results. 93% of search results with local intent (search query includes a location) see Google’s local results.
In the second month of the campaign and beyond, we continue building local citations which help give Google a clearer picture of our client's business and their locations. Local citations and review sites also provide an avenue for the restaurant to engage with their customers which can really help to drive new customers to the establishment.
Products Used
Local Basic
For businesses to establish local online visibility with 5 targeted keywords and 2 additional citations created per month.
Local Silver
Ideal for businesses looking to increase influence with 10 targeted keywords and 5 additional citations created per month
Local Gold
For growing businesses that need improved local visibility and a wider reach that targets 20 keywords and 10 additional citations that are created per month
Local Platinum
This is our most aggressive local package for businesses with tight local competition that targets 30 keywords and 15 additional citations that are created monthly
About Us
We are a social marketing company. We have over 10 years of experience with digital marketing, seo and digital media.
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