Ruby’s DinerOrganic & Pay Per Click Strategy
• Keyword strategy
• Drive Traffic
• Content
• Conversion
New Online Strategy
Search Engine
Strategic Goals● Customers
○ Keep current customers informed of the diners offerings
○ Increase repeat Sales○ Increase Loyalty○ Increase New Customers
● Franchise○ Increase franchisee leads
Analysis of Current Keywords used
• Keyword Stuffing
• Same Keywords for All Pages
• Irrelevant Keywords
Wordy Description
Same meta description for every page
Keyword Problems
KEYWORDS STUFFING
Ruby, Rubys, Ruby's, Diner, Dining, Rubys Diner, Ruby's Diner, Rubys Dinette, Ruby’s Dinette, Rubys Restaurant, Ruby’s Restaurant, The Ruby Restaurant Group, Ruby Burger, RubyBurger, Burger, Hamburger, Restaurant, Family Dining, 40's, 1940, 1940’s, 50's, 1950, 1950’s, Breakfast, Lunch, Dinner, All Day Breakfast, To-Go, To Go, Coke, Diner, Natural Beef, USDA Choice Beef, Vegetarian, Gluten Free, French Fries, Onion Rings, Cheeseburger, Hickory Burger, Fish Tacos, Malt, Shakes, Milkshakes, Root Beer Floats, Coke Floats, French Toast, Pancakes, Omelettes, Eggs, Corned Beef Hash, No Bean Chili, Cinnamon Roll French Toast, Sliders, Super Burger, Kid's Meal, Kid’s Club, Jitterbug Club, Senior Discount, Gift Card, Gift Cards, eGift Card, electronic Gift Card, Private Parties, Community Support, Fundraiser, Funraiser, Scrip, Beach Pier, California Beaches, Family Fun, Date, Southern California, Anaheim, Five Points, Ardmore, Atlantic City, Balboa Pier, Brinton Lake, GlenMills, Carlsbad, Carlsbad Company Stores, Citadel, The Citadel, Citadel Outlet Mall, Corona Del Mar, Pacific Coast Highway, Costa Mesa, 17th Street, Houston Airport, IAH, Huntington Beach, Huntington Beach Pier, Irvine, Irvine Spectrum, Woodbridge Village Center, John Wayne Airport, SNA, King of Prussia, King of Prussia Mall, Los Angeles Airport, LAX, Laguna Beach, Laguna Hills Mall, Las Vegas Airport, LAS, Long Beach, Long Beach Marketplace, Maui, Kahului, Queen Ka’ahumanu Center, Mission Valley, Mission Valley Mall, Mission Viejo, Shops at Mission Viejo, Mission Viejo Mall, Morongo, Morongo Casino, Orange, Orange Depot, Orange Train Station, Newark Airport, NWA, Cabazon, Cabazon Outlet Mall, Oceanside, Oceanside Pier, Palm Springs, Mercado Plaza, Palos Verdes, Shops at Palos Verdes, Rolling Hills Estates, Redondo Beach, Redondo Beach Marina, Riverside, Tyler Mall, San Juan Capistrano, Franciscan Plaza, South Coast Plaza, Crystal Court, Tustin, Whittier, Whittwood Mall, Woodland Hills, Woodland Hills Mall, Yorba Linda, Yorba Canyon Center, Ruby’s Shake Shack, Shake Shack, Crystal Cove
ON EVERY PAGE
Where does Rubys.com rank?
Competitor’s SEO Keywords
IHOP = "IHOP, pancakes, eggs" (good example)
TGIF = "fridays, Friday’s, TGIF, TGIFridays, TGIFriday’s, Friday’s restaurant, TGIF restaurant, restaurant, beer, bar, local bar, drinks, bar drinks, happy hour, burger, salads, desserts, dinner for two, pick two dinner, hamburger, appetizers, martini, cheeseburger, tgi fridays, restaurant near, bartender, night out, entrees, mixed drinks" (bad example)
These are not Ruby’s only competitor
Meta DescriptionsOne description for all pages=lost opportunity.
"Ruby's Diner is the premier 1940's family restaurant, open for breakfast, lunch and dinner. Our menu includes award-winning burgers, made-to-order milkshakes and fountain treats, and classic all-American fare. Shooby Dooby down to Ruby's for authentic 1940's fun!"
SOLUTIONS:Locations page: “Find the Ruby’s diner nearest to you”
Menu Page: “Amazing all-american burgers, shakes, and breakfast served all day”
Franchise page: “Ruby’s offers restaurant franchising opportunities”
Qualitative Research
Interviews
Kids drives sales
Dinner-centric
Refillable Fries
All American Diner
Swing music
Post War Theme
Shakes are most popular
Classic Ambiance
Great Customer Service
Nice Staff 50s Diner Nostalgic Restaurant
Research Insights
Homepage: Diner, Classic American Diner, Family Restaurant, Classic American Diner
Main Menu: Ruby’s diner menu, classic american menu, Burger Menu: burger menu, sriracha burger, burger menu, Shake Menu: shakes, milkshakes, gummy milkshake, oreo milkshake
Kids Menu: Kids menu, kids meal, kids eat free, children eat free
Franchise: buy a franchise, best restaurant franchises, restaurant franchise opportunity, restaurant franchise
Local Strategy = 1st Page Search
Ruby has MANY locations across
United States!
SEO Strategic Outcome● General Keyword Strategy
○ Ensure current customers can find Ruby’s information○ Allows relevant customers to discover Ruby’s Diner
● Local keyword strategy ○ will bring in local customers increasing franchise sales
■ Increase profitability● Franchise
○ Increase franchisee leads
Boost TrafficOrganic Traffic
● On page SEO● Popularity
Paid Traffic● Pay Per Click Strategy
Search Engine TrafficGoogle Search Engine = 67.6% of Traffic
Top 3 search results = 80% of Traffic
First Page of Google = Generates significant traffic
On - Page Optimization
• Strategically place keywords throughout website
• 3- 4 Keywords per page
• Utilize our SEO keyword List
Popularity• Relevant Backlinks
• Restaurant, Family, Diner News, etc
• Relevant Keywords on the backlink
• Generating Consistent Backlinks
• Generate Keyword Synergy
Paid Traffic
Organic Search
A Pay-Per-Click Serviceusing the right keywords
Nike’s Goal: Sales | Keyword: running shoes
Beat Your Competitor Control and Engage
Faster than SEOMeasurable & Flexible
Connect Adwords to Analytics
ROIMEASURE SUCCESS
Adword Keywords?
Goal 1: Franchise LeadsGoal 2: Promotion Sales
No money wasted
Landing Page Optimization
• Optimize landing pages• to generate higher Quality Score
• A/B testing • Such as using two different conversion strategy
to test which one has higher conversion rate • e.g. layout A vs layout B
• Spend less → Higher ROI
Generating Traffic Strategic Outcome• SEO Rank Increase
• Increase Organic Traffic• Increase Sales• Increase Franchise Leads
• Pay Per Click Traffic• Increase E-mail Conversion• Increase Franchise Leads
Content Strategy
Brand: Ruby’s Voice
WebsiteSocial Media
Why Website Content?
• Google Likes regularly updated content• Will help drive traffic• New Pages = New Opportunity for more
keywords
Website Content• Blog
• Talk about Ruby’s culture• Showcase Customers• Publish twice a week• Quality Content
• Public Relations• Showcase Store events• Press Releases
Content Strategy Outcome• Updated Content → Rank Higher → Higher Traffic →
Increase Sales, Increase Leads
• Quality Content → Social Media Share → BackLinks → Rank Higher . . . .
• Content Will also generate traffic → Leads, Sales
Social Media
Why Social Media?• Build Brand Loyalty
• Why Loyalty• Lower Costs
• Customer Service Role• Increase Popularity
• Links
What Can Be Improved● What persona to project● Content strategy across channels● More engagement=more followers/likes● Quick response time to complaints
Facebook● Hub for social media activity● Info about new store promotions● Use photo albums (own/shared)● Measure via page likes/reach
Twitter● Best channel to share events or food truck
locations● Retweet and recognize others ● Links to blog● #Challenges● Measure by retweet, mentions, followers
Instagram● Highlight each location’s uniqueness● Specific promos/items● Single shots/collages- distinguish from FB● Appeal to “foodies”● Instagram challenges ● Measure by followers, hashtags, likes
Google+● Higher ranks on search page● Facilitate user reviews much like Yelp● Build local pages
Yelp● Influence reviewers to include keywords● Respond to reviews● Exclusive promos as incentive
Social Media Strategic Outcome
• Addresses customer needs• Contributes to Brand Loyalty• Builds larger audience
Optimizing for Conversions
Conversion
Overall Objective: Increase Sales of Ruby’s Store
Secondary Objectives: Increase number of site visitors that sign up for Ruby’s eClub
Increase number of requests for franchising information
User Experience
• No. 1 role in converting website traffic into customers
• Understand user-behavior
• implement changes
• A/B Testing
Online Menu Problem
• PDF Copy of In-store Menu • Lost opportunity for specific keywords• Less responsiveness for mobile devices• Less space available for attractive imagery
Menu Solution
• Large Menu button placed in the middle of landing page
• Menu categories as separate pages on restaurant website
• Attractive Imagery
• Responsive Menu pages
eClub Newsletter
• Create persuasion/ desire; exclusivity
• Large Call-to-action buttons
• Display sign-up value proposition strategically
Franchise Page
ProblemFranchise page treated the same as other pages instead of designed to attract prospective or current business owners interested in the franchise
Solution• Different layout aimed towards targeted
demographic• Create a more attractive value proposition • Call-to-Action
• Request more franchising information
A/B TESTING
• Implement Changes
• Identify another problem
• Implement change
• Compare changes with conversion rates
• Repeat
Why E-mail
•E-mail has the highest ROI of all different forms of marketing
•It is the most preferred by consumers
•Allows for better brand awareness and relationship building
•A cheap and effective method
How to Generate E-mails
● The layout and content are key to a successful campaign ○ Position the logo top and center, and create a focal point
for the e-mail○ A call to action – try new burgers, like us on FB, twitter
for more information, etc.○ A Z-format is best for consumers and readers○ Train and incentivize your staff
● Offering different incentives and deals, such as birthday “freebies”○ Ruby’s can offer ‘burger of the week’ spotlight or discount○ BOGO, Birthday Sundaes, etc.
How to Measure Success
• Multiple Methods• Opens• Clicks• Conversions
• We measure an e-mail layout’s content/success through these methods
• Through adjustment, we can see what style and content produces the highest conversion rates
Strategy Implementation
• Setting up a new, more optimal keyword strategy• Giving different keywords to different pages• Taking advantage of different social media channels to gain
and grow customer loyalty and relationships • Generating traffic (organic/ppc) to increase sales, and
frachise leads• Optimize website design to increase newsletter, and
franchise leads• Using e-mail to its full potential and training staff
Thank You.
The End. MayGee Mo, Miguel Olivares, Keerit Kohli,Karem Idrees, and Rowell Tiongco