The group had often found they relied heavily on people who already knew of Parogon and their venues. From an organic search perspective, this was evident as the vast majority of their keywords were branded, meaning they were not picking up new traffic from relevant generic keywords.
As the group looked to expand into new regions where they were less well known, it became more important that they ranked for generic keywords with a comprehensive SEO strategy.
%
of all traffic comes from organic search
While Parogon’s reputation locally was strong, it was still important to make sure they ranked well for local keywords to fully dominate the scene.
Afterall, it’s not just people from the local area who are searching for local keywords.
As part of the first few months of the retainer, we reviewed and optimised each venue’s Google Business Profile. This included updating opening times, checking contact details, adding relevant attributes and adding schema markup to the website to pull in additional information such as social media profiles. Additionally, we advised the client to stay on top of replying to reviews and answering questions.
We also wrote and input optimised meta data across all sites.
With a growing number of venues, we needed to highlight each venue’s features and what would be a ‘pull’ factor for a potential guest.
We scraped public data from sites like TripAdvisor to get a true feel of how diners see each venue. We removed common words like “food”, “service”, “good”, “lovely” etc. to help find what distinguishes the venue. Using this data, we presented word clouds to the client to visually pull out the most common themes in guest’s reviews.
From here, we were able to build out comprehensive keyword research pieces for each venue which would help underpin our content strategy.
The SEO team worked with our in-house copywriter to create engaging and optimised pieces of content for the sites. In addition to content underpinned by keyword research, we also took onboard direction from the client to align pieces with their own internal focuses.
Depending on the topic, these pages could be a blog piece, a landing page or even a refresh of existing content of their site.
On a monthly basis, we were also keeping focus on addressing technical fixes and optimisations across the site.
Ranking for
more keywords
%
average increase in keywords
The strategic focus on local SEO yielded particularly impressive results, especially for websites located in more populated areas. It became evident that businesses with a stronger local presence experienced more substantial improvements due to the targeted efforts in optimising their visibility within the local community.
Furthermore, the content pieces created during this period became instrumental in diversifying and expanding the sources of website traffic. These well-crafted pieces not only engaged the audience but also attracted new visitors, contributing significantly to the overall success of the digital strategy. In addition, the pieces helped Parogon to connect with their local communities as they shared news and events from the area.
The first half of the retainer period demonstrated the effectiveness of a comprehensive digital strategy that combined local SEO efforts with compelling content creation.
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