Background: lf only delicious, authentic ltalian 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 ltalian 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 (Getting a Bigger Piece of the Market) : 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 a most 24/7, being discover-able via Google is critical to a business’ success.
Our solution (Optimizing for Local Searches): 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 geo location 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, YellowPages.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.
Campaign by the Numbers
keywords on 1st page after 6 months
keywords in top spot after 6 months
Google My Business inquiries in 3 months
A Winning Strategy
After just 6 months of our Local SEO service, a restaurant with zero online presence is now thriving online and consistently meets all its revenue goals since the campaign began.
Rank on Yelp, Yellow Pages, Bing Local and Apple Maps
Position in the local search results for 10 keywords
Impressions in just the 2nd month of campaign
Dominating local search in 6 months
With an online presence deserving of their beautiful restaurant our clients can invest in the future of their business and grow their customer base. It took just 6 months for us reach their current status as one of the most visible local restaurants online. In the first 6 months, we helped drive traffic to their establishment at a constantly increasing rate that we can continue to build upon.