Mintto | Local SEO Services

100% increase in
online-bookings
IN THE RESTAURANT AFTER FIVE MONTHS
OF LOCAL SEO CAMPAIGN
100% increase in online-bookings
IN THE RESTAURANT AFTER FIVE MONTHS OF LOCAL SEO CAMPAIGN

Local SEO Case Study

THE STRATEGY THAT HELPED A LOCAL BUSINESS TO SURVIVE DURING COVID-19.

Things have shifted, resulting in local businesses trying to figure out where the next opportunity lies. The need to adjust to circumstances and think differently has become the main survival factor in the realities of COVID-19. Each move must be right for each cent to bring a maximum return. Hit or miss!

This Digital Marketing strategy helped a restaurant in Barcelona to not only survive during the pandemic, but to also launch new products, and double KPI in six months of a marketing campaign. Read on to get some ideas for your business.

In this article you’ll learn:

Why is Local SEO being so effective?

Today, Local SEO is one of the most effective online marketing tools for local businesses. It has the highest return on investment (ROI) among any other online channels. There are several reasons for this.

  • The best minds work at Google creating an algorithm that will give the most accurate answer to any query. For achieving this, Google tracks the actions of every individual with military accuracy. So you can be sure, if your business is visible on Google, it is in front of the right audience.
  • Customers who search on Google Maps are ready to buy within 24 hours.
  • Google has a huge audience of 4 billion users.
  • As soon as you become visible on the first page of Google, your website starts to generate free traffic 24/7.
  • SEO helps to improve your content, based on data and analytics responsible for the content of your online platforms. Think of it, it is the content that turns the lead into a customer.
  • SEO expands the capabilities and improves the efficiency of advertising.

Let’s make sure of it based on a real case.

The Challenges

Difficult location. Zero organic foot traffic. The remote location from the place where the target audience lives.

Positioning. A huge restaurant for 180 seats, category $$$. Hypercompetition, dozens of democratic restaurants within a 1 km radius.

COVID-19 restrictions. Lockdown and total closure of the restaurants. Blocking tourist flow and corporate events.

Limited budget. Desire to produce more lead volume without a large budget increase.

Difficult location. Zero organic foot traffic. The remote location from the place where the target audience lives.

Positioning. A huge restaurant for 180 seats, category $$$. Hypercompetition, dozens of democratic restaurants within a 1 km radius.

COVID-19 restrictions. Lockdown and total closure of the restaurants. Blocking tourist flow and corporate events.

Limited budget. Desire to produce more lead volume without a large budget increase.

 MANÁ 75 started as a unique gastronomical project in Barcelona. It was a family-oriented spacious Mediterranean restaurant with a unique interior following the principles of feng shui. It had a grand show-kitchen and a comfortable terrace in its own garden 50 meters away from the Beach. 

 However, the location in the port made MANÁ 75 invisible for thousands of vacationers around the corner. It constantly experienced difficulties with occupancy. The Port restricted any outdoor advertising which left them no choice but to go online. This is a perfect example of when Local SEO is an effective solution able to bring stable foot traffic in the long run.

 By the time the SEO campaign has begun, the restaurant had a solid online presence: a website, mentions in local blogs, and a Google Business account with more than 600 reviews. However, despite such efforts, the restaurant had no organic visibility on Google. In our practice, 99% of local businesses face the same problem before SEO optimization.

 Mintto began work on the project in January 2020. In February, the COVID-19 pandemic began to gain momentum. A month later, Spain closed on the 70-day lockdown with unfathomable restrictions for local businesses—blocking the tourist flow, shifting priorities of the local audience. All these made a great impact on the digital marketing strategy.

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The Solution

FLEXIBLE STRATEGY, SENSITIVE ANALYTICS, AND DECISIVE ACTIONS.

Niche down. Convincing presentation. Maximization of existing online entities (GMB,  website, online mentions).

Express launch and promotion of new services that meet the changing needs of the target audience.

Integration with SMM and Ads channels. Budget optimization and increasing overall campaign efficiency.

Sensitive analytics and flexible strategy. Testing various tools, improving the strategy based on analytics data.

Niche down. Convincing presentation. Maximization of existing online entities (GMB,  website, online mentions).

Express launch and promotion of new services that meet the changing needs of the target audience.

Integration with SMM and Ads channels. Budget optimization and increasing overall campaign efficiency.

Sensitive analytics and flexible strategy. Testing various tools, improving the strategy based on analytics data.

Maximisation of Online Entities

The initial audit has helped to find opportunities for fast improvements. And identify the areas that need some work to increase organic visibility and improve conversions.

  • Positioning. Niching down allows you to target the audience more precisely and reduce the costs of leads acquisition. We narrowed down the niche from Spanish restaurants to experts of Paella in Barcelona. Following the new concept, we developed a  client-oriented presentation highlighting the strengths of the business.
  • Google My Business optimization. We used every available feature to build an informative and attractive presentation of the restaurant on Google maps. We published news and special offers via Google Posts. Eventually, the business became visible for related keywords, won more clicks, calls, and requests for driving directions.
  • Citations optimization. The audit identified the countless errors in information about the restaurant across the web; more than five variations of the name, opening hours, and types of cuisine. The menu and the photos were out of date. We have corrected the errors and shared the information across dozens of online platforms. The places where the target audience is looking for related services.
  • On-page Optimization. Based on the new concept and with a knowledge of Search Engines, we developed and SEO optimized new content. Also, we fixed technical errors and improved speed load. This made the website attractive, both for customers and Google. It shifted it from just a presentation to a “lead-generating machine.
  • Integration of online channels. Google considers a bunch of factors to identify which businesses to show first in search results. Such factors include; content quality, audience engagement, amount of traffic, customer feedback, geolocation, and much more. Each factor has an impact on rankings, can help, or can damage. Thus the interaction with the restaurant’s internal life and SMM/Ads channels has become an essential part of the SEO campaign.
  • Unified content strategy. Reducing the costs of content development.
  • Cross-testing of the best ideas.
  • Leveraging Ads traffic for SEO growth.
  • Analytics analysis.
  • Overall strategy improvements.
  • Landing Pages development for Ads campaigns.
  • The audience preferences data analysis. Launching special offers and events.

As a result of optimization with small investments, we hit the first page of Google for a number of target keywords. Increased visibility, sales and Ads conversion rate, compared to the same period in 2019:

500%

Increase in organic keywords on Google.

200%

Increase in impressions on Google.

83%

Increase in the website organic visitors monthly.

67%

Increase in organic online-bookings monthly.

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Publishing Blog Articles

Publishing blog articles is a great tool for:

  • Expanding organic visibility on Google by increasing a number of keywords.
  • Establishing the image of an expert in the industry.
  • Engaging the audience at different stages of the sales funnel.

We have developed and launched a number of articles for MANÁ 75, with a rate of 90% of them having hit the first page of Google. In just four months, the new pages generated more than 3000 organic visitors from Google. And they will continue to bring stable and free traffic to the website.

Content Development - Mintto

Launch of Delivery

  The 70-day lockdown in March-May 2020 became a triumph for food delivery services and a dark night for restaurants. The COVID-19 restrictions forced them to close and didn’t allow take away services. Only three restaurants in the entire city were allowed to provide home delivery. The aggregators stopped taking on board new restaurants. No one knew what would come next and the future was very uncertain.

  The need to survive led MANÁ 75 to start working on its own delivery service without any delay. By the time the restaurants were allowed to open for delivery, we had the online marketplace ready.

  After a few tests, the fastest delivery solution was found in creating a landing page on the restaurant’s website with the Shopify engine installation. That helped us to avoid any fees for each delivery and save money for further promotion.

  Due to the prepared SEO foundation, thoughtful content development and Ads traffic, the delivery page hit place number one in Google Search results for the related query in just one month. It has started to generate quality traffic and online orders much needed for the restaurant survival.

  Today, the restaurant is closed again due to the second wave in Barcelona. But it keeps working through the delivery service. Google generates organic traffic with a share of 55% of the total number of visits with all the Ads channels on.

Delivery promotion - Mintto
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Terrace Promotion

  Summer 2020 will be remembered by Barcelona for the lack of tourists and a blazing desire for freedom and parties. Terraces have become the center of city life. MANÁ 75 has one of the finest and most spacious terraces in the city, but unknown to a wide audience at that moment. The bet was made on Google again. 

  At Mintto, we preach creativity and conceptual vision of things. Website traffic and audience engagement could skyrocket the positions in Google. Also, Search engines like content that meets searcher intent and is different. Following this logic, we suggested promoting the terrace via live music events.

  In over a month, the restaurant hit the Google Local Pack and the first page of Google Organic for the target query. A new landing  page became the heart of  “Mana Night” project with a record low Bounce Rate of 2.5%. Over three months, the new page got more than 5000 visits, with a 30% share of organic traffic from Google. 

  Playing music one day per week, attractive presentation, and promotion, helped us to keep the terrace busy all summer, increase brand awareness and attract more clients to the restaurant in general.

Terrace promotion-Mintto
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The Results

OF THE SIX MONTHS LOCAL SEO CAMPAIGN.

200%

Increase in organic leads for Google monthly.

360%

Increase in visibility in Google.

90%

Increase in the amount of calls and requests for driving directions.

115%

Increase in online-bookings monthly.

As a result of  the Local SEO campaign, we provided the restaurant with stable organic foot traffic and increased the conversion of organic and advertising channels. We managed to double KPI, such as the number of calls, requests for driving directions, and online bookings. The established online entity will be generating revenues in the long run:

  • New services and opportunities for monetization.
  • Engaging content that converts leads into customers.
  • Organic visibility for dozens of relevant keywords.
  • Better working Ads channels.

The restaurant has returned all the investments for the Local SEO campaign.  But most importantly, it survived during this extremely challenging time.

*The Data is based on December 2019 vs September 2020 indicators.

Mana 75 performance in Google

How Local SEO can help your business?

Now you can see how Local SEO helps local businesses to increase sales and generate stable foot traffic. There is a common belief that all places on Google are already taken, and SEO is too expensive to go for. However, the real life examples show that SEO not only returns all the investments but brings stable revenue in the long run.

  Do you want to know how to increase your sales with SEO?  Sign up for a Free Audit. We will research your presence on Google, identify strengths and weaknesses, and outline opportunities that can help your business to get clients from Google.

 

Sign Up Free local seo audit and get an action plan for attracting clients from Google!

We will research your presence on Google, identify strengths and weaknesses, and outline opportunities that can help your business to get clients from Google.

Do you have more questions?
Talk to our specialist:
Whatsapp : +34 684 30 4383

Sign Up Free local seo audit and get an action plan for attracting clients from Google!

We will research your presence on Google, identify strengths and weaknesses, and outline opportunities that can help your business to get clients from Google.

Do you have more questions? Talk to our specialist.
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