Presentation delivered to the Greater St. Louis Restaurant Association that discusses local search marketing strategies for restaurants.

1. Greater St. Louis Restaurant Association
The Recipe For Local Search
Marketing Success
by Thomas Peroutka
Monday, April 16, 2012

2. About Me
 Digital Sales Manager at The Berry Company
 Certified Google AdWords Professional &
Microsoft Accredited Advertising Professional
How You Can Reach Me
thomas.peroutka@theberrycompany.com
@thomasperoutka
linkedin.com/in/thomasperoutka

3. Agenda
 Search Engine Marketing  Online Video
 Paid vs. Organic Search  YouTube
 Local Business Listings  Social Media
 Google Places  Facebook
 Local Online Directories  Twitter
 YP.com Network  Pinterest
 YP.com Statistics  Foursquare
 Local Search Ranking Factors  QR Codes
 Citations  Analytics & Tracking
 Ratings & Reviews  Questions & Answers

4. The Numbers

5. The Numbers

6. The Numbers

7. Why settle for
just the tip of
the iceberg?
And more! And more! And more!

8. Search Engine Marketing
PAID SEARCH
PAID
SEARCH

9. Search Engine Marketing
• Search engine marketing allows you to target the audience that matters to
you, whether that's prospects and customers across the country or right in
your neighborhood.
• Search engine marketing shows your ads at the precise moment customers
are searching on the search engines for your products or services.
Keywords
Ad Copy
pizza restaurant st. louis
pizza restaurant clayton
pizza delivery st. louis
pizza delivery clayton
pizza by the slice st. louis
pizza by the slice clayton
pizzeria st. louis
pizzeria clayton

10. Search Engine Marketing
Geo-targeting allows you to target customers based on physical location

12. Search Engine Marketing
MAPS
ORGANIC
SEARCH

13. Google Places

14. Google Places

15. Google Places

16. Google Places
Account Setup
There is generally a three step
process to setting up your local
business listing on Google:
1. Submit your information,
from basic contact info to photos
and video.
2. Verify your listing by phone
or postcard.
3. Wait for your listing to
appear on Google.
Verification will take up to two
weeks.

17. Google Places
Business Name
DBA including the type of service that you
offer (ex. “Italian Restaurant”)
Address
Make sure your address contains the city
or town where your business is registered
Phone
A local phone number that you use for
this listing and not for any others
Description
Include relevant local search keywords
that you would like to be ranked for
Category
Select up to 5 relevant categories that are
pre-populated in the drop-down menu

18. Google Places

19. Google Places
Account Verification
PIN Verification is required to
confirm that the person claiming and
verifying the listing through Google
Places is actually the business owner
or an authorized representative of (314) 374-8154
the business. A PIN, also known as a
verification code, is sent to either the
business address or the business
phone. The business owner then
enters the PIN into the Google Places
account. Once the listing has been
verified, the listing will appear on
Google.

20. Local Directories
Claim and edit your business’s local listings
for each of the three major search engines:
Google Places - www.google.com/places
Yahoo Local - listings.local.yahoo.com
Bing Local - www.bing.com/businessportal

21. Local Directories

23. Local Directories
The YP.com Network
• Most preferred Internet
Yellow Pages in the U.S.
• YP.com – A “top 40”
U.S. local search site
• Over 185 million
monthly searches
• Distribution network of
20+ sites that includes
Yahoo! Local, Bing
Local, and Citysearch

24. Local Directories

25. Local Directories

26. Local Directories

27. Local Directories

28. Local Directories

29. Local Directories

30. Local Directories

31. Local Directories

32. Local Directories

33. YP.com Statistics
`
YP.com National Top Industry Ranking Report
YP.com Category Search Traffic Report for St. Louis, MO

34. YP.com Mobile
Searches Happen While People Are Mobile
50% of mobile searches looking for Restaurants & Dining were performed while in the car

35. Local Ranking Factors
Three Major Factors
of Local Ranking Relevance
1. Relevance
Did the user intend to search for
this business or category?
2. Proximity
Is this business close to the user or Proximity
does it serve the user’s location?
3. Popularity
Have people rated or searched
for this business frequently?
Popularity

36. Citations
o Citations are defined as “mentions” of your business name and address on other
web pages, even if there is no link to your website. An example of a citation might
be an online yellow pages directory where your business is listed, but not linked
to. It can also be a local chamber of commerce, or a local business association
where your business information can be found, even if they are not linking at all
to your website .

37. Citations vs. Links
Citations Links
Example of a citation – Example of a link –
major factor in maps contributes to organic
optimization lift
o Citation: A mention of a business name, address, and o Link: A connection between one web page and another.
phone # (NAP).
o Benefit: The more links you have back to your site, the
o Benefit: Used by the search engines to weigh both the more authoritative you appear, which contributes to a
accuracy and popularity of businesses in their local search rise in organic web site rankings.
results.

38. Citations vs. Links
Citations help your
maps optimization
Links help your
organic rankings

39. Citation Sources

40. Ratings & Reviews

41. Ratings & Reviews

42. Google Alerts
Google Alerts is a great tool for Online Reputation Management

43. Local Ranking Factors

44. What Are Your COMPETITORS Doing?
How Are You
DIFFERENTIATING Yourself?

45. Competitive Analysis
Restaurant Claimed Citations Google
Listing Reviews
1 Charlie Gitto’s On the Hill Yes 135 92
2 Zia’s Restaurant Yes 108 56
3 Tony’s No 148 141
4 LoRusso’s Cucina Yes 115 69
5 Favazza’s No 74 29
6 Charlie Gitto’s Downtown No 114 30
7 Kemoll’s Yes 163 54

46. Online Video
Benefits of Online Video
• Videos generate interest,
buzz, inbound links, and
web site traffic
• Videos can help a web site
achieve better rankings
overall
• Google’s Universal search
provides extra opportunity
to drive traffic

47. Online Video
Create a YouTube channel for you business to house your online videos

48. Online Video
Video Distribution
The basic idea behind video
syndication is to take a
single video and distribute it
across as many video
channels as possible. The
advantages from a branding
perspective are clear. The
more places your branded
message appears, the likelier
the chance that people will
watch your video and be
exposed to a brand
impression. In short, bring
your video to the people
rather than expecting them
to come to you.

49. Online Video

50. Online Video

51. Social Media

52. Facebook

53. Facebook Tips
Be Engaged With Your Fans
Try to respond to everyone’s posts, whether
it’s positive or negative.
Post Pictures
Food not only tastes delicious but it looks
beautiful. Post great pictures of your
dishes to make people salivate and get
them in the door.
Be Transparent
Responding to negative reviews shows
initiative to regain customer’s trust.

54. Facebook Tips
Educate Your Fans
Showcase your food, provide recipes,
explain the origin of the dish and shoot
videos of the chefs in action. Share Your Press
You’ve worked hard to get good reviews
so why not share it with the world. More
publicity mean more customers as long
as your food is delicious and your
customer service remains excellent.
Offer Specials
Promotions are a great way to keep people
coming back to your restaurant. Consider
offering a code or buzzword on Facebook for
in-store redemption to help get a sense of
your social media influence.

55. Twitter

56. Twitter Tips
Share The Latest News
Twitter is a great place share things as they
happen. Tweet about your daily specials, Run Contests
soup of the day, and upload photos of your You can offer a free dinner giveaway to
best menu items. one person a day. To be eligible you must
retweet the restaurant website. This now
opens your website up to each followers’
network and if someone in their network
is interested, they may retweet as well.
Now you’re getting your website in front
on another network. Welcome to Viral
Offer Exclusive Deals Marketing.
Offer daily deals, exclusively to your Twitter
followers, to give your casual customers a
push to come in more often. For example,
offer a free appetizer to the first person who
mentions your promotional tweet, or a
discount to everyone who retweets your daily
special.

57. Pinterest

58. Pinterest Tips
Create Specific Pinboards
Ideas for pinboards for a restaurant include:
• Menu Items: pin images of entrees
• Daily specials: pin a new picture each day of Offer Promotions
your daily special Include pins that people can either print
• Locations: pin images of each of your a coupon or contains a link to where they
locations can get the coupon.
• Recipes: pin recipes of your menu items or
specials instead of just the photo
Cross Promote Your Pins
Share your pins with your Twitter followers
and Facebook fans.

59. Foursquare

60. Check In Specials

61. Social Mention

62. Social Mention

63. QR Codes
Otto Pizzeria & Enoteca in New York
City includes QR (or Quick
Response) Codes on the menu that
takes the user to a video greeting
from owner Mario Batali that
includes a short introduction to his
restaurant and menu suggestions
for his seasonal favorites.

64. QR Codes
Duke’s Barefoot Bar & Grill in
Waikiki includes QR (or Quick
Response) Codes in their print
advertising that takes the user to an
online video from former Miss
Hawaii that includes a short
introduction to the restaurant and
an overview of upcoming events.

65. Analytics & Tracking
SEO
PPC
Mobile
Social Media
Local Directories

66. Questions & Answers