This is a mock online proposal for a local restaurant in East Lansing

1. Lou & Harry’s Online
Strategy Proposal
By: Jenna Gurney
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2. About Lou & Harry’s
Operates casual eating restaurants,
catering, and a downtown East
Lansing location that includes an
area that is designated as a bar
atmosphere with a full liquor/beer
selection.

3. Current Challenges and Goals
Challenges:
Heavy Competition
Search Engine Page Placement
Goals:
Increased Market Share
Visible Web Presence
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4. Current Local Search
In 2006 less than 30% of
consumers used search engines to
find local businesses…
Approximately 90% of people that
perform a search DO NOT go past the
first page!

5. Current Local Search
In 2006 less than 30% of
consumers used search engines to
find local businesses…
Now over 82% of consumers use search
engines to find local businesses
Approximately 90% of people that
perform a search DO NOT go past the
first page!

6. Current Local Search

7. Current Local Search
What does this mean to your
business?

8. Current Local Search
What does this mean to your
business?
If you’re business is not visible on the
first page of related searches, your
website and web presence is virtually
INVISIBLE to your potential customers.

9. Current Local Search
What does this mean to your
business?
If you’re business is not visible on the
first page of related searches, your
website and web presence is virtually
INVISIBLE to your potential customers.
Lou & Harry’s currently does not
come up when searching Google (not
even within the first 20 pages) for
East Lansing bars, restaurants, or
catering.

10. Main Focus
The main web page
needs to be the
biggest focus to
start off with. The
site needs to be
updated and
optimized to get it
to the first results
page.

11. Example of Successful Program
Harpers and Dublin
Square are the top
results out of about
4 million competing
web pages, making
them the most
likely to get clicked
on within the
organic results.

12. ON-SITE OPTIMIZATION
• Identify service areas and keywords

13. ON-SITE OPTIMIZATION
• Identify service areas and keywords
• Linking structure

14. ON-SITE OPTIMIZATION
• Identify service areas and keywords
• Linking structure
• Content Writing (keyword inclusion)

15. ON-SITE OPTIMIZATION
• Identify service areas and keywords
• Linking structure
• Content Writing (keyword inclusion)
• Headers and Alt Tags

16. ON-SITE OPTIMIZATION
• Identify service areas and keywords
• Linking structure
• Content Writing (keyword inclusion)
• Headers and Alt Tags
Convert Visitors!!! This is key to any
website. You need an aesthetically
pleasing, user-friendly and engaging
website that will make it easy for
visitors to call or inquire about the
restaurant.

17. OFF-SITE
• Link Building

18. OFF-SITE
• Link Building
• Online Articles, Press Releases, Blog

19. OFF-SITE
• Link Building
• Online Articles, Press Releases, Blog
• Local online directory listings

20. OFF-SITE
• Link Building
• Online Articles, Press Releases, Blog
• Local online directory listings
• Social Media – Facebook, Twitter, etc.

21. OFF-SITE
• Link Building
• Online Articles, Press Releases, Blog
• Local online directory listings
• Social Media – Facebook, Twitter, etc.
• Online videos

22. OFF-SITE
• Link Building
• Online Articles, Press Releases, Blog
• Local online directory listings
• Social Media – Facebook, Twitter, etc.
• Online videos
All of these different off-site optimization
methods will ensure a well linked website
that is relevant in Google’s eyes. These
also create first page placement!

23. Total Investment
Budget:
$7,500- Design and Development
$250 per month- PPC and on going site
optimization
Timeline:
Expect 60 days for development and live
optimized site to be showing on 1st page results
Measuring Success:
weekly Google Analytics reporting on success of
site through amount of traffic, what type of
visitors, time on site, etc.
MOST IMPORTANT-
With this program Lou & Harry’s has the
opportunity to draw in more customers with a
new and improved web presence!