Search Engine Optimization Case Study

About Client: A well-known name in the hotel and restaurant industry. With their core service of providing well- experienced cooks and chefs to hoteliers, restaurants and celebrities. They also provide consultation to new restaurants and cafe startups. Currently venturing into the business of selling Food Franchises, they already have many prominent clients to their name.

Challenge Faced: Due to the huge experience in the hotel industry, venturing into a new business segment of selling Food Franchises was easy. Presence of many big and small competitors in this market made capturing the market as the biggest challenge.

Solution: 1) Build a strong digital presence and relevant audience through organic SEO 2) Launch Google PPC Campaigns

4-Step SEO Strategy:

Step1: On-Page SEO Optimization To begin with, keyword analysis was conducted to select appropriate keywords for a franchise selling business. Google Keyword Planner and SEO tactics were the sources of the keyword generation process. Simultaneously an in-depth competitive analysis was undertaken to study the Keyword ranking, every keyword competition, and keyword positioning. The website was updated with 10 unique pages focusing on only these keywords. The strategy was to build SEO-friendly web pages along with new SEO tactics to capture the market as soon as possible.

Our strategy involved writing less but engaging content encapsulating selected keywords. To capture the eyeballs, well-SEO optimized images & videos were included. To end with, we added Call-To-Actions for every section along with a quick inquiry form to grab the leads at the top of every page.

Step 2: Off-Page SEO Optimization In this century, the use of old SEO tactics like business listings, article submissions were not enough. To excel at par, we injected new SEO tactics such as video submissions, engaging on business platforms, giving franchise business solutions in dedicated business groups. From new platforms such as Medium, Web 2.0 websites, and many franchise business-related websites, we achieved positive results within 2 months of SEO incubation. Here, you can see the paradigm shift from zero to 10+ leads in just 1 month. Report by – Google Analytics

Step 3: PPC Campaign Display Ads were during the upmarket scale. 3 Ad copies focusing on unique keywords like ‘best food franchise sellers around me’ respectively were targeted at pan-India. Every campaign was 1 week long and the average CPC cost for each was INR 40 – INR 60/- Every Ad was linked to a franchise landing page highlighting benefits of purchasing the franchise from Cook Finder.

Below are the screenshots of our Text PPC Ad and Landing Page. Our Ads were optimized enough to appear on the top of the search engine results.

Display Ads- Below are screenshots of our display ads.

Step 4: USP Free Consultation For Conversions

As the website traffic was drastically increasing, we had to initiate a conversation with website visitors. Thus, we introduced ‘FREE CONSULTATION’ & ‘LEARN BEFORE YOU INVEST’ messages across all 10 landing pages, blogs, videos, and CTAs too. This led to a 2X increase in inquiries for franchises. This strategy helped us drive the website visitors to convert into possible leads.

Results:

With our diligence, we have achieved the following results from our organic SEO tactics & paid PPC campaigns:-