Embed Size (px)
Citation preview
Uncle Sal’sAnalyzing a “Warm and Inviting” Scottsdale Italian Restaurant
for a “Warm and Inviting” Digital Marketing Strategy
Olivia Goldman
Uncle Sal’s is a Local Italian Restaurant
Despite being in the Southwest, there is more demand by keyword volume for local Italian restaurants than for Mexican Restaurants:
Keyword Volume
scottsdale italian restaurant 90
scottsdale mexican restaurant 50
Data from Google AdWords
Global Trends Show Otherwise
Global trends depict a rise in popularity for finding nearby Mexican restaurants over Italian restaurantsKeyword Volume
italian restaurant near me 12,100
mexican restaurant near me 40,500
Data from Google AdWords and Google Trends
Global Trends May Imply Local Trends
The nearly 4 times more popular global popularity for searching local Mexican restaurants possibly forecasts Uncle Sal’s challenges among comparably priced local Mexican restaurant competitors
Keyword Volume
Uncle Sal’s Scottsdale 210
Old Town Tortilla Factory Scottsdale 70
Pasta Brioni Scottsdale 70
Local Bistro Scottsdale 590
Los Sombreros Scottsdale 320
Data from Google AdWords
But Uncle Sal’s Tops Important Keyword Searches
Great SEO: Top result for “Scottsdale Italian Restaurant”
Google.com
And Just Behind in “Food” Keyword Searches
Uncle Sal’s is still a leader at the #2 result for the keyword search, “Italian Food Scottsdale”
Stronger known as a restaurant rather than for food services, such as catering and delivery and should work on building awareness with keywords for these offered services
Google.com
External: Strong Website Popularity Among Italian Restaurant Competitors
A combination of excellent SEO for “Scottsdale Italian Restaurant” and an established positive reputation over the past 40 years make Uncle Sal’s a more popular website destination
Company Website Alexa Global Rank
Uncle Sal’s
www.unclesalsaz.com
4,296,175
Pasta Brioni
http://www.pastabrioni.com
5,400,409
Local Bistro
http://localbistroaz.com
7,701,681
Data from Alexa.com
Weaker Stance as Mexican Restaurant Trend Slightly Overrides Italian Uncle Sal’s Ranking
The rising volume of searches for local Mexican restaurants and wider popularity of references to Old Town Tortilla Factory likely contributed to its higher global ranking and closeness of the Los Sombreros global rankingCompany Website Alexa Global Rank
Uncle Sal’s
www.unclesalsaz.com
4,296,175
Old Town Tortilla Factory Scottsdale
http://oldtowntortillafactory.com/
3,689,937
Los Sombreros Scottsdale
http://www.lossombreros.com
5,644,851
Data from Alexa.com
Major Issue: Total Backlinks – Referral Traffic
A great contributor is likely form referral traffic, implied by the total (external) backlinks to each website
Uncle Sal’s has the second least total backlinksCompany Website Total Backlinks (Domain)
Uncle Sal’swww.unclesalsaz.com
72
Old Town Tortilla Factory Scottsdalehttp://oldtowntortillafactory.com/
1,375
Pasta Brioni Scottsdalehttp://www.pastabrioni.com
39
Local Bistro Scottsdalehttp://localbistroaz.com
107
Los Sombreros Scottsdalehttp://www.lossombreros.com
268
Data from opensiteexplorer.org
Solution One: Brand Awareness Through Websites
Uncle Sal’s should focus on establishing brand awareness throughout the internet for more total backlinks
Links to and from Yelp reviews help significantly, but the restaurant should branch out to more online published sources (ie. trying to get a linked review or advertisement on azcentral.com)
Yelp.com
Solution Two: Brand Awareness Through External Social Media and Influencers
Creating external links is not limited to websites, as having influential social media accounts sharing backlinks could generate more referral traffic
Local “foodies” and popular restaurant critics have social media accounts or blogs that could directly or indirectly link to the website by tagging Uncle Sal’s social media profiles
Claire Gallam – sheknows.com
Internal: Exemplary On-Page Optimization
Uncle Sal’s is uniquely and conveniently navigated with fully passed crawlability/technical performance criteria
Avoiding 404 errors and 301 redirects, Uncle Sal’s ensures to not drive away potential customers by having their own not-found content window embedded on one of their “warm and inviting” pages
unclesalsaz.com
More than Behind-the-Scenes, Uncle Sal’s Succeeds in Conversion Optimization
Even beyond the source code and sitemaps, Uncle Sal’s continues to be easily navigated and inviting
From a descriptive homepage to easily-found and trustworthy restaurant information on the bottom of every page, Uncle Sal’s maintains great viewer experience
However, Nobody (or Website) is Perfect
Uncle Sal’s seems to struggle with contrast in a few key areas
Associated restaurants are somehow a primary focus point on the homepage, rather than Uncle Sal’s itself
unclesalsaz.com
Solution One: Dark Background Means Light Font, of a Different Color
The font needs to be made easily readable to not strain and frustrate viewers by increasing the contrast between the background and the text
A black background with white font or vice versa is best, but simply putting white on a darker background or a dark color text on a lighter background (not shades of the same color) would solve the readability issue
Impossible to see without using cursor to highlight unclesalsaz.com
Solution Two: Keep Customers on Uncle Sal’s by Not Directing to Other Restaurants
While it is good to collaborate with other associated restaurants, Uncle Sal’s takes away from its own potential customers by redirecting to other restaurants
If they must list the associated restaurants, make the last page on the toggle bar “Our Other Restaurants” instead of calling attention on the invaluable homepage
unclesalsaz.com
Put it Together: Internal and External Evaluation with SWOT Analysis
Strengths
Easy website navigation Variety of menu offerings for unique dietary
needs, in addition to general Italian fare Top two results for primary keywords in
Google searches, “Scottsdale Italian Restaurant” and “Italian Food Scottsdale”
Weaknesses
Redirection to associated restaurants on website
No listing on entire first page for Italian Catering Scottsdale and related searches (low awareness of catering aspect of business)
Opportunities
Expand, leverage, and market catering business (since top competitors don’t offer catering services)
Exploit dietary-friendly menu options over competitors’ unilateral offerings
Threats
Rising popularity of Mexican cuisine as an overall trend globally
Higher volume of searches for two top competitors
Comparable prices with more high-end atmosphere for some competitors, such as Local Bistro and Old Town Tortilla Factory
Uncle Sal’s Needs to Embrace Strengths
Once on the website, navigation is easy and understandable with no 404 errors or 301 redirects
Uncle Sal’s has a long-standing local reputation for unique neighborhood Italian food and atmosphere apparent throughout the “About” section and homepage
Customizable catering services able to be built from extensive menus available on the website
Enticing picture food slideshow on homepage and trustworthy customer reviews from Yelp depict quality
Now to Get More People on this Great Website
Make website as reader-friendly as possible with contrasting text and clear forms
Make homepage more effective for conversions by using space to highlight unique offerings, such as gluten-free dishes
Combat trends toward Mexican restaurants by increasing brand awareness and recognition through increasing total backlinks via influencers, social media, and online local publications
A Wonderful Italian Restaurant Needing Some Publicity and Updating, Like Many Others
Uncle Sal’s faces challenges staying competitive with trends toward Mexican restaurants in addition to internal website contrast and relevance issues
Forecasting by staying current in the field of interest globally and with direct competitors and adjusting the website and SEO tactics accordingly are just some of the ways to maintain digital marketing presence for any company website – if your company’s website is facing challenges or issues similar to any of those in this SlideShare, feel free to contact me for suggestions:
Olivia Goldman: [email protected]
