Portfolio
Enhancing Local Search Directories
Buca di Beppo Italian Restaurant is nationwide chain with over 80 restaurant locations. The challenge facing them was ensuring that all locations were included in local search listings and all listings contained accurate information that aligned with brand standards. Buca di Beppo hired RPI to help. The goal was to drive additional traffic to their website and improve organic rankings by proliferating inbound links across local search directories.
Buca’s main objectives included leveraging and prioritizing online activity to drive in-restaurant sales, heighten guest satisfaction through the delivery of complete and accurate restaurant information, and increase long-term website traffic.
Solution
We created or updated the local search listings for 28 locations across 21 primary, secondary, and niche directories. We focused on directory cleanup, updating service offerings and features, and drafting custom descriptions and optimized content. We also implemented Yahoo Enhanced Listings and added conversion goals to track significant site events, such as reservations and gift cards purchases made by visitors after clicking through to the site from a local search listing
Results
In two months, Buca di Beppo’s Analytics showed more than 9,990 website visits from local sources and an increase in new traffic of 81.32%. According to recent comScore data, only 11% of search behaviors result in clicks to a brand’s website. This means the local listings are actually capturing 10x more visitors than those shown in Analytics. That’s an extra 85,000 visitors who looked at the profiles RP Interactive created on local search sites. In addition, we saw a very low cost per click in just 25 days of reporting, which we expect to continue to diminish as Buca receives more clicks from the local search directories. Unlike paid CPC, which you pay for while receiving no residual value, local search listings continue to grow in popularity and ranking, creating a high residual value.
