Ruby’s DinerOrganic & Pay Per Click Strategy

• Keyword strategy

• Drive Traffic

• Content

• Conversion

New Online Strategy

Search Engine

Strategic Goals● Customers

○ Keep current customers informed of the diners offerings

○ Increase repeat Sales○ Increase Loyalty○ Increase New Customers

● Franchise○ Increase franchisee leads

Analysis of Current Keywords used

• Keyword Stuffing

• Same Keywords for All Pages

• Irrelevant Keywords

Wordy Description

Same meta description for every page

Keyword Problems

KEYWORDS STUFFING

Ruby, Rubys, Ruby's, Diner, Dining, Rubys Diner, Ruby's Diner, Rubys Dinette, Ruby’s Dinette, Rubys Restaurant, Ruby’s Restaurant, The Ruby Restaurant Group, Ruby Burger, RubyBurger, Burger, Hamburger, Restaurant, Family Dining, 40's, 1940, 1940’s, 50's, 1950, 1950’s, Breakfast, Lunch, Dinner, All Day Breakfast, To-Go, To Go, Coke, Diner, Natural Beef, USDA Choice Beef, Vegetarian, Gluten Free, French Fries, Onion Rings, Cheeseburger, Hickory Burger, Fish Tacos, Malt, Shakes, Milkshakes, Root Beer Floats, Coke Floats, French Toast, Pancakes, Omelettes, Eggs, Corned Beef Hash, No Bean Chili, Cinnamon Roll French Toast, Sliders, Super Burger, Kid's Meal, Kid’s Club, Jitterbug Club, Senior Discount, Gift Card, Gift Cards, eGift Card, electronic Gift Card, Private Parties, Community Support, Fundraiser, Funraiser, Scrip, Beach Pier, California Beaches, Family Fun, Date, Southern California, Anaheim, Five Points, Ardmore, Atlantic City, Balboa Pier, Brinton Lake, GlenMills, Carlsbad, Carlsbad Company Stores, Citadel, The Citadel, Citadel Outlet Mall, Corona Del Mar, Pacific Coast Highway, Costa Mesa, 17th Street, Houston Airport, IAH, Huntington Beach, Huntington Beach Pier, Irvine, Irvine Spectrum, Woodbridge Village Center, John Wayne Airport, SNA, King of Prussia, King of Prussia Mall, Los Angeles Airport, LAX, Laguna Beach, Laguna Hills Mall, Las Vegas Airport, LAS, Long Beach, Long Beach Marketplace, Maui, Kahului, Queen Ka’ahumanu Center, Mission Valley, Mission Valley Mall, Mission Viejo, Shops at Mission Viejo, Mission Viejo Mall, Morongo, Morongo Casino, Orange, Orange Depot, Orange Train Station, Newark Airport, NWA, Cabazon, Cabazon Outlet Mall, Oceanside, Oceanside Pier, Palm Springs, Mercado Plaza, Palos Verdes, Shops at Palos Verdes, Rolling Hills Estates, Redondo Beach, Redondo Beach Marina, Riverside, Tyler Mall, San Juan Capistrano, Franciscan Plaza, South Coast Plaza, Crystal Court, Tustin, Whittier, Whittwood Mall, Woodland Hills, Woodland Hills Mall, Yorba Linda, Yorba Canyon Center, Ruby’s Shake Shack, Shake Shack, Crystal Cove

ON EVERY PAGE

Where does Rubys.com rank?

Competitor’s SEO Keywords

IHOP = "IHOP, pancakes, eggs" (good example)

TGIF = "fridays, Friday’s, TGIF, TGIFridays, TGIFriday’s, Friday’s restaurant, TGIF restaurant, restaurant, beer, bar, local bar, drinks, bar drinks, happy hour, burger, salads, desserts, dinner for two, pick two dinner, hamburger, appetizers, martini, cheeseburger, tgi fridays, restaurant near, bartender, night out, entrees, mixed drinks" (bad example)

These are not Ruby’s only competitor

Meta DescriptionsOne description for all pages=lost opportunity.

"Ruby's Diner is the premier 1940's family restaurant, open for breakfast, lunch and dinner. Our menu includes award-winning burgers, made-to-order milkshakes and fountain treats, and classic all-American fare. Shooby Dooby down to Ruby's for authentic 1940's fun!"

SOLUTIONS:Locations page: “Find the Ruby’s diner nearest to you”

Menu Page: “Amazing all-american burgers, shakes, and breakfast served all day”

Franchise page: “Ruby’s offers restaurant franchising opportunities”

Qualitative Research

Interviews

Kids drives sales

Dinner-centric

Refillable Fries

All American Diner

Swing music

Post War Theme

Shakes are most popular

Classic Ambiance

Great Customer Service

Nice Staff 50s Diner Nostalgic Restaurant

Research Insights

Homepage: Diner, Classic American Diner, Family Restaurant, Classic American Diner

Main Menu: Ruby’s diner menu, classic american menu, Burger Menu: burger menu, sriracha burger, burger menu, Shake Menu: shakes, milkshakes, gummy milkshake, oreo milkshake

Kids Menu: Kids menu, kids meal, kids eat free, children eat free

Franchise: buy a franchise, best restaurant franchises, restaurant franchise opportunity, restaurant franchise

Local Strategy = 1st Page Search

Ruby has MANY locations across

United States!

SEO Strategic Outcome● General Keyword Strategy

○ Ensure current customers can find Ruby’s information○ Allows relevant customers to discover Ruby’s Diner

● Local keyword strategy ○ will bring in local customers increasing franchise sales

■ Increase profitability● Franchise

○ Increase franchisee leads

Boost TrafficOrganic Traffic

● On page SEO● Popularity

Paid Traffic● Pay Per Click Strategy

Search Engine TrafficGoogle Search Engine = 67.6% of Traffic

Top 3 search results = 80% of Traffic

First Page of Google = Generates significant traffic

On - Page Optimization

• Strategically place keywords throughout website

• 3- 4 Keywords per page

• Utilize our SEO keyword List

Popularity• Relevant Backlinks

• Restaurant, Family, Diner News, etc

• Relevant Keywords on the backlink

• Generating Consistent Backlinks

• Generate Keyword Synergy

Paid Traffic

Organic Search

A Pay-Per-Click Serviceusing the right keywords

Nike’s Goal: Sales | Keyword: running shoes

Beat Your Competitor Control and Engage

Faster than SEOMeasurable & Flexible

Connect Adwords to Analytics

ROIMEASURE SUCCESS

Adword Keywords?

Goal 1: Franchise LeadsGoal 2: Promotion Sales

No money wasted

Landing Page Optimization

• Optimize landing pages• to generate higher Quality Score

• A/B testing • Such as using two different conversion strategy

to test which one has higher conversion rate • e.g. layout A vs layout B

• Spend less → Higher ROI

Generating Traffic Strategic Outcome• SEO Rank Increase

• Increase Organic Traffic• Increase Sales• Increase Franchise Leads

• Pay Per Click Traffic• Increase E-mail Conversion• Increase Franchise Leads

Content Strategy

Brand: Ruby’s Voice

WebsiteSocial Media

Why Website Content?

• Google Likes regularly updated content• Will help drive traffic• New Pages = New Opportunity for more

keywords

Website Content• Blog

• Talk about Ruby’s culture• Showcase Customers• Publish twice a week• Quality Content

• Public Relations• Showcase Store events• Press Releases

Content Strategy Outcome• Updated Content → Rank Higher → Higher Traffic →

Increase Sales, Increase Leads

• Quality Content → Social Media Share → BackLinks → Rank Higher . . . .

• Content Will also generate traffic → Leads, Sales

Social Media

Why Social Media?• Build Brand Loyalty

• Why Loyalty• Lower Costs

• Customer Service Role• Increase Popularity

• Links

What Can Be Improved● What persona to project● Content strategy across channels● More engagement=more followers/likes● Quick response time to complaints

Facebook● Hub for social media activity● Info about new store promotions● Use photo albums (own/shared)● Measure via page likes/reach

Twitter● Best channel to share events or food truck

locations● Retweet and recognize others ● Links to blog● #Challenges● Measure by retweet, mentions, followers

Instagram● Highlight each location’s uniqueness● Specific promos/items● Single shots/collages- distinguish from FB● Appeal to “foodies”● Instagram challenges ● Measure by followers, hashtags, likes

Google+● Higher ranks on search page● Facilitate user reviews much like Yelp● Build local pages

Yelp● Influence reviewers to include keywords● Respond to reviews● Exclusive promos as incentive

Social Media Strategic Outcome

• Addresses customer needs• Contributes to Brand Loyalty• Builds larger audience

Optimizing for Conversions

Conversion

Overall Objective: Increase Sales of Ruby’s Store

Secondary Objectives: Increase number of site visitors that sign up for Ruby’s eClub

Increase number of requests for franchising information

User Experience

• No. 1 role in converting website traffic into customers

• Understand user-behavior

• implement changes

• A/B Testing

Online Menu Problem

• PDF Copy of In-store Menu • Lost opportunity for specific keywords• Less responsiveness for mobile devices• Less space available for attractive imagery

Menu Solution

• Large Menu button placed in the middle of landing page

• Menu categories as separate pages on restaurant website

• Attractive Imagery

• Responsive Menu pages

eClub Newsletter

• Create persuasion/ desire; exclusivity

• Large Call-to-action buttons

• Display sign-up value proposition strategically

Franchise Page

ProblemFranchise page treated the same as other pages instead of designed to attract prospective or current business owners interested in the franchise

Solution• Different layout aimed towards targeted

demographic• Create a more attractive value proposition • Call-to-Action

• Request more franchising information

A/B TESTING

• Implement Changes

• Identify another problem

• Implement change

• Compare changes with conversion rates

• Repeat

E-Mail

Why E-mail

•E-mail has the highest ROI of all different forms of marketing

•It is the most preferred by consumers

•Allows for better brand awareness and relationship building

•A cheap and effective method

How to Generate E-mails

● The layout and content are key to a successful campaign ○ Position the logo top and center, and create a focal point

for the e-mail○ A call to action – try new burgers, like us on FB, twitter

for more information, etc.○ A Z-format is best for consumers and readers○ Train and incentivize your staff

● Offering different incentives and deals, such as birthday “freebies”○ Ruby’s can offer ‘burger of the week’ spotlight or discount○ BOGO, Birthday Sundaes, etc.

How to Measure Success

• Multiple Methods• Opens• Clicks• Conversions

• We measure an e-mail layout’s content/success through these methods

• Through adjustment, we can see what style and content produces the highest conversion rates

Strategy Implementation

• Setting up a new, more optimal keyword strategy• Giving different keywords to different pages• Taking advantage of different social media channels to gain

and grow customer loyalty and relationships • Generating traffic (organic/ppc) to increase sales, and

frachise leads• Optimize website design to increase newsletter, and

franchise leads• Using e-mail to its full potential and training staff

Thank You.

The End. MayGee Mo, Miguel Olivares, Keerit Kohli,Karem Idrees, and Rowell Tiongco