Search engine optimization (SEO) and its role in digital marketing strategies

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SCENARIO

You have been asked to work as a digital marketing consultant for Prandi-yum, an Italian restaurant with three locations in three different cities in Delaware. In addition to Prandi-yum’s brick-and-mortar restaurants, it also sells jars of its house-made sauces and a variety of brand merchandise both in store and through its online website. The restaurant has been in business for about three years and has relied on word-of-mouth advertising and organic traffic to increase business. However, over the last two quarters, Prandi-yum has seen its online visibility and in-person traffic decrease more than 15%. The owners of Prandi-yum are now interested in employing digital marketing strategies to recover their lost online and in-person traffic. To that end, Prandi-yum’s owners have hired you to help achieve the marketing strategy goals of attracting new customers and increasing organic visibility online.

You must use the rubric to direct the creation of your submission because it provides detailed criteria that will be used to evaluate your work. Each requirement below may be evaluated by more than one rubric aspect. The rubric aspect titles may contain hyperlinks to relevant portions of the course.

Tasks may not be submitted as cloud links, such as links to Google Docs, Google Slides, OneDrive, etc., unless specified in the task requirements. All other submissions must be file types that are uploaded and submitted as attachments (e.g., .docx, .pdf, .ppt).

Using the information from the scenario, complete the following:

A. Explain why local SEO is important for Prandi-yum as a brick-and-mortar businesses.

B. Explain three different strategies to achieve higher local maps rankings for Prandi-yum.

C. Identify three off-page digital marketing channels that can be optimized using a holistic SEO strategy that will bring relevant SEO traffic to Prandi-yum’s website.
1. Explain how each channel identified in part C will bring relevant traffic to Prandi-yum’s website.

D. Identify an emerging online marketing channel or technology, that is different from part C, that could help Prandi-yum achieve the marketing strategy goals.
1. Explain how the emerging online marketing channel or technology identified in part D could help Prandi-yum achieve the marketing strategy goals.

Sample Solution

A. Importance of Local SEO for Prandi-yum

Local SEO is crucial for Prandi-yum as a brick-and-mortar business for several reasons:

  • Increased Visibility to Local Customers:
    • When people search for “Italian restaurants near me” or “best pasta in [city name],” Prandi-yum needs to appear prominently in local search results. Local SEO optimizes their online presence to target these location-based searches.
  • Driving Foot Traffic:
    • Local SEO helps potential customers find Prandi-yum’s physical locations. Higher local rankings on Google Maps and local directories directly translate to increased foot traffic.
  • Building Local Reputation:
    • Positive reviews and consistent business information (name, address, phone number, hours) in local listings enhance Prandi-yum’s reputation and credibility within the community.
  • Targeting Ready-to-Buy Customers:
    • People searching for local businesses are often in the later stages of the buying process. They are actively looking for a place to eat, making them high-value leads.
  • Competitive Advantage:
    • By optimizing for local search, Prandi-yum can outrank competitors who have not invested in local SEO, gaining a significant advantage in the local market.
  • Increased Online Sales:
    • Local SEO will also drive traffic to the website, which will increase the sales of sauces, and merchandise.

B. Strategies for Higher Local Maps Rankings

  1. Optimize Google My Business (GMB) Profile:
    • Ensure the GMB profile is complete and accurate, including:
      • Accurate business name, address, and phone number (NAP consistency).
      • Correct business category.
      • High-quality photos of the restaurant, food, and merchandise.
      • Up-to-date hours of operation.
      • Regular posting of updates, events, and promotions.
      • Answer all customer questions.
    • Encourage customers to leave reviews on the GMB profile.
  2. Build and Manage Local Citations:
    • Ensure Prandi-yum’s NAP information is consistent across all online directories and citation sites (e.g., Yelp, TripAdvisor, Foursquare).
    • Identify and correct any inaccurate or inconsistent listings.
    • Build new citations on relevant local directories.
  3. Local Link Building:
    • Obtain backlinks from reputable local websites, such as:
      • Local news websites.
      • Community blogs.
      • Chambers of commerce.
      • Local food blogs.
    • These backlinks signal to search engines that Prandi-yum is a trusted local business.

C. Off-Page Digital Marketing Channels for Holistic SEO

  1. Social Media Marketing (Facebook, Instagram, etc.):
    • How it Brings Traffic:
      • Sharing engaging content (photos, videos, stories) related to Prandi-yum’s food, atmosphere, and events.
      • Running targeted ads to reach local audiences.
      • Interacting with followers and responding to comments and messages.
      • Sharing links to the website, and online store.
      • Social signals (likes, shares, comments) can indirectly influence SEO rankings.
  2. Online Public Relations (PR) and Influencer Marketing:
    • How it Brings Traffic:
      • Reaching out to local food bloggers, journalists, and influencers to review Prandi-yum.
      • Securing mentions and backlinks from reputable online publications.
      • Hosting events or collaborations with influencers to generate buzz and drive traffic.
      • This builds brand awareness, and drives traffic to the website.
  3. Online Reviews and Reputation Management:
    • How it Brings Traffic:
      • Encouraging customers to leave positive reviews on platforms like Yelp, Google Reviews, and TripAdvisor.
      • Responding to reviews (both positive and negative) professionally.
      • Monitoring online mentions and addressing any negative feedback.
      • Positive reviews enhance Prandi-yum’s online reputation, which can attract new customers and improve search rankings.

D. Emerging Online Marketing Channel: Location-Based Augmented Reality (AR) Experiences

  1. How it Helps Prandi-yum:
    • Interactive Menu and Restaurant Tours:
      • Prandi-yum could create an AR experience that allows customers to view 3D models of menu items or take virtual tours of the restaurant using their smartphones.
      • This enhances the customer experience and encourages engagement.
    • Gamified Promotions and Scavenger Hunts:
      • Prandi-yum could create AR-based scavenger hunts that lead customers to its physical locations or hidden online content.
      • This gamification can drive foot traffic and increase brand awareness.
    • Personalized Recommendations and Offers:
      • By using location data and AR overlays, Prandi-yum could provide personalized recommendations and offers to customers based on their preferences and proximity to the restaurant.
      • Example: a customer walking by the restaurant could have an AR overlay appear on their phone, showing the daily specials.
    • Social Sharing and Viral Marketing:
      • Unique and engaging AR experiences are more likely to be shared on social media, generating organic reach and brand awareness.
    • Increased Customer Engagement:
      • AR creates a memorable and interactive experience, increasing customer engagement and brand loyalty.
    • This technology will help Prandi-yum stand out from its competition.

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