1. SEO/SMM & PPC for
Restauranteurs
Overview and Actionable Advice
Ralph Legnini, Senior SEO/SMM Project
Manager - @ruaralph2
Noni Cavaliere – Social Engagement Magician
@MissVersatile
Paolo Vidali – PPC Specialist @PaoloRobot
3/25/2013 DRAGONSEARCH MARKETING I February 2013 1

2. What do you have to do to get Google
to like you?
You have a beautiful upscale contemporary
Italian restaurant in Rhinebeck, NY.
So how come Google likes the pizza parlor down
the road better?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 2

3. Your website is the Foundation for all
Search Engine Optimization
3/25/2013 DRAGONSEARCH MARKETING I February 2013 3

4. Like a nicely designed kitchen!
Search Engine Optimization
Optimizing your Website is like
Optimizing your Kitchen – so
the chef finds everything to be:
• Logical
• Efficient
• Organized
• Uncluttered
• Functional
3/25/2013 DRAGONSEARCH MARKETING I February 2013 4

5. “What could be more important than
fantastic images of your delicious food?”
3/25/2013 DRAGONSEARCH MARKETING I February 2013 5

6. If someone asked you about your restaurant –
would you just show them a picture of a steak?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 6

7. …or show them a photo of a woman
posing like a statue?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 7

8. …or maybe just some basic black stuff?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 8

9. …or make an artistic statement?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 9

10. Is a picture worth 1000 words???
3/25/2013 DRAGONSEARCH MARKETING I February 2013 10

11. NO!! - Google Likes Actual Words!
3/25/2013 DRAGONSEARCH MARKETING I February 2013 11

12. and Google Likes EACH Website Page
to be about ONE Thing!
3/25/2013 DRAGONSEARCH MARKETING I February 2013 12

14. To Impress Google:
• Each Website page should focus on ONE topic
• The copywriting should NOT be multi-
dimensional
• We recommend approximately 400 words of
copy for each of your website pages
• The copy should include keywords related to
just that one topic
• Your Meta Title & Description needs keywords
3/25/2013 DRAGONSEARCH MARKETING I February 2013 14

15. A Meta Title Example
3/25/2013 DRAGONSEARCH MARKETING I February 2013 15

16. What else can YOU do??
• Map and your address on each webpage
• Menu – not a photocopy & not just a .pdf
• Google Places & Local Google + Pages
• Connect with others to acquire back links
• Blog, blog, blog – and NOT just about your
wonderful food!!!
• Include link buttons to your Social Media sites
3/25/2013 DRAGONSEARCH MARKETING I February 2013 16

17. Social IS Your Community
Your online community
–first build, then listen A LOT
Noni Cavaliere, Community Manager,
DragonSearch - @MissVersatile,
3/25/2013 DRAGONSEARCH MARKETING I February 2013 17

18. Social is NOT an ad platform
3/25/2013 DRAGONSEARCH MARKETING I February 2013 18

19. Social is a conversation-online
3/25/2013 DRAGONSEARCH MARKETING I February 2013 19

20. Search Loves Social
3/25/2013 DRAGONSEARCH MARKETING I February 2013 20

21. 3/25/2013 DRAGONSEARCH MARKETING I February 2013 21

22. 97%
of online consumers research products & services
online before buying
Source: BIA/Kelsey Group, User View Wave VII, May 2010
3/25/2013 DRAGONSEARCH MARKETING I February 2013 22

23. Got Social?
The Social Media Community:
• Facebook
• Twitter
• Yelp
• Google +
• Foursquare
• Pinterest
3/25/2013 DRAGONSEARCH MARKETING I February 2013 23

24. People are looking for you
3/25/2013 DRAGONSEARCH MARKETING I February 2013 24

25. Facebook
2013 :
• 106 BILLION active monthly users
• 680 million mobile users
Source: http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/
3/25/2013 DRAGONSEARCH MARKETING I February 2013 25

26. Be Community
• Profile
3/25/2013 DRAGONSEARCH MARKETING I February 2013 26

27. Be Community
• Community Page
3/25/2013 DRAGONSEARCH MARKETING I February 2013 27

28. Be Community
• Group
3/25/2013 DRAGONSEARCH MARKETING I February 2013 28

29. What’s for lunch?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 29

30. 3/25/2013 DRAGONSEARCH MARKETING I February 2013 30

31. Step back and listen
3/25/2013 DRAGONSEARCH MARKETING I February 2013 31

32. Next steps:
• Start a Facebook profile
• Start a company page or group
• Claim URL
• Share Share Share Share
• Connect
3/25/2013 DRAGONSEARCH MARKETING I February 2013 32

33. What the Twitter?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 33

34. Conversation NOT an Ad
3/25/2013 DRAGONSEARCH MARKETING I February 2013 34

35. Think in Neighborhoods
3/25/2013 DRAGONSEARCH MARKETING I February 2013 35

36. Power of the #
3/25/2013 DRAGONSEARCH MARKETING I February 2013 36

37. Hashtag Communities
• Finding related topics to your community
3/25/2013 DRAGONSEARCH MARKETING I February 2013 37

38. Twitter Chat
3/25/2013 DRAGONSEARCH MARKETING I February 2013 38

39. Next Steps
• Twitter Account
• Search for a Twitter chats
– join the conversation
• Share your Name
• Talk to your community
3/25/2013 DRAGONSEARCH MARKETING I February 2013 39

40. Reviews, Ratings & Talk About You
3/25/2013 DRAGONSEARCH MARKETING I February 2013 40

41. 3/25/2013 DRAGONSEARCH MARKETING I February 2013 41

42. Evidence of Social Influence
• 71% to 83% of people Social Influence on Purchasing
use “Reviews” to
influence purchase 17%
decisions Does not use
Uses Online Reviews
83%
• 80% will change a
decision based on
negative reviews
3/25/2013 DRAGONSEARCH MARKETING I February 2013 42

43. Start with
• Responding – HELPFULLY to reviews
the negative ones & positive ones
3/25/2013 DRAGONSEARCH MARKETING I February 2013 43

44. People want to know you heard them
3/25/2013 DRAGONSEARCH MARKETING I February 2013 44

45. What’s The End Objective
Show Me the Conversation!
3/25/2013 DRAGONSEARCH MARKETING I February 2013 45

46. SEO & Social Media
• “The answer my friend, is blowing in the wind, the
answer is blowing in the wind.” Bob Dylan
• SEO & Social are merging in ways no-one can
accurately predict, that’s why it’s important to focus
on both…then add PPC
3/25/2013 DRAGONSEARCH MARKETING I February 2013 46

47. Local PPC
Copywriting & Paid Search Advertising
Paolo Vidali
Sr. Digital Marketing Strategist, DragonSearch
3/25/2013 DRAGONSEARCH MARKETING I February 2013 47

48. What is PPC?
• “Pay Per Click” advertising
• Only pay when someone clicks
• You bid on keywords or placements
• You make ads to match those
3/25/2013 DRAGONSEARCH MARKETING I February 2013 48

49. Text ads in
search results
3/25/2013 DRAGONSEARCH MARKETING I February 2013 49

50. Banner or image ads
3/25/2013 DRAGONSEARCH MARKETING I February 2013 50

51. Social ads
3/25/2013 DRAGONSEARCH MARKETING I February 2013 51

52. Why PPC
• Incredibly measurable
• Connect search phrases with great results
3/25/2013 DRAGONSEARCH MARKETING I February 2013 52

53. Pay Per Click Ads
• Help you find new customers
• Leverage your other online efforts
• Is measurable in every way
• Can be acutely targeted
3/25/2013 DRAGONSEARCH MARKETING I February 2013 53

54. PPC Options
• Facebook
• LinkedIn
• Google AdWords
• Bing & Yahoo Ads
3/25/2013 DRAGONSEARCH MARKETING I February 2013 54

55. AdWords Express
• Promoted to Small Businesses
• Very “Easy to use”
3/25/2013 DRAGONSEARCH MARKETING I February 2013 55

56. Spending Big $ Fast
• Managing Daily Budgets
• Monthly Budget
• A Little Bit Adds Up
3/25/2013 DRAGONSEARCH MARKETING I February 2013 56

57. Targeting
You can target your customers
3/25/2013 DRAGONSEARCH MARKETING I February 2013 57

58. Facebook Ads
• Find a lot of people very quickly
• Amplify your existing social media efforts
3/25/2013 DRAGONSEARCH MARKETING I February 2013 58

59. Mobile Phones
3/25/2013 DRAGONSEARCH MARKETING I February 2013 59

60. Restaurants & Mobile
More and more people turning to the web
Source: Google Mobile Search Moments Study
3/25/2013 DRAGONSEARCH MARKETING I February 2013 60

61. Tablets
3/25/2013 DRAGONSEARCH MARKETING I February 2013 61

62. Different Regions
• Radius
• City, State, Country
• Towns & Zip Codes
3/25/2013 DRAGONSEARCH MARKETING I February 2013 62

63. Different Demographics
• Particularly in Facebook
• People with specific interests
• Genders
• Age groups
3/25/2013 DRAGONSEARCH MARKETING I February 2013 63

64. How do you reach people?
You only have text on a
screen…
How can you write your
own ads?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 64

65. Great Copywriting Starts Here
3/25/2013 DRAGONSEARCH MARKETING I February 2013 65

66. What is Compelling Copy?
• Jumps Out Instantly!
• Succinct.
• Engages you immediately
3/25/2013 DRAGONSEARCH MARKETING I February 2013 66

67. Call to Action
Go Do This!
Fly a Kite!
Buy Now!
3/25/2013 DRAGONSEARCH MARKETING I February 2013 67

68. But the entire world
• Is PLASTERED
• Here
• There
• Everywhere!
• Over Here!
• Me Me Me!
3/25/2013 DRAGONSEARCH MARKETING I February 2013 68

69. Think of The Bachelor
You might be last in line
3/25/2013 DRAGONSEARCH MARKETING I February 2013 69

70. Stand Out.
Your Unique Value Proposal
3/25/2013 DRAGONSEARCH MARKETING I February 2013 70

71. So Get Ahead, Fast.
Here’s what you need to know
3/25/2013 DRAGONSEARCH MARKETING I February 2013 71

72. 1. Get to the point.
3/25/2013 DRAGONSEARCH MARKETING I February 2013 72

73. 2. You can be funny.
3/25/2013 DRAGONSEARCH MARKETING I February 2013 73

74. 3. Use the thesaurus.
3/25/2013 DRAGONSEARCH MARKETING I February 2013 74

75. 4. Get excited about it!
3/25/2013 DRAGONSEARCH MARKETING I February 2013 75

76. 5. Never leave someone hanging…
3/25/2013 DRAGONSEARCH MARKETING I February 2013 76

77. You Have Passion.
Great food uses lots of senses & synapses
Tactile
Smell
Taste
Sight
Temperature
3/25/2013 DRAGONSEARCH MARKETING I February 2013 77

78. Homework
Write 3 paragraphs about
something you LOVE
3/25/2013 DRAGONSEARCH MARKETING I February 2013 78

79. More Homework
Now write 3 about something
you’re just kinda sorta OK
with. Nothing too exciting.
3/25/2013 DRAGONSEARCH MARKETING I February 2013 79

80. Read Them.
Side by side!
What’s the big difference?
A vs. B
3/25/2013 DRAGONSEARCH MARKETING I February 2013 80

81. What’s the Diff?
• How did the endings differ?
• How did you feel at the end?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 81

82. The Challenge
Can you turn your blah story into a love story?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 82

83. You Need a Value Proposition
What do I have?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 83

84. What do people want?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 84

85. Do other people have that?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 85

86. How is mine better?
3/25/2013 DRAGONSEARCH MARKETING I February 2013 86

87. Put ‘Em Together
• Passion + Value
3/25/2013 DRAGONSEARCH MARKETING I February 2013 87

88. Your passion will show
3/25/2013 DRAGONSEARCH MARKETING I February 2013 88

89. Wrap It Up
3/25/2013 DRAGONSEARCH MARKETING I February 2013 89

90. Top Tips
• Writing for your business means being
effective
• Put your passion in
• Call them to action
• Be clever but not too clever
• Test & test again
3/25/2013 DRAGONSEARCH MARKETING I February 2013 90

91. PPC
• Help you find new customers
• Leverage your other online marketing efforts
• Is measurable in every way
• Can be super targeted
3/25/2013 DRAGONSEARCH MARKETING I February 2013 91

92. Thank You!
Social Marketology book
Available on Amazon!
www.drsr.ch/ginsbergs
Ralph@dragonsearch.net | Twitter: @ruaralph2
Noni@dragonsearch.net | Twitter: @MissVersatile
Paolo@dragonsearch.net | Twitter: @PaoloRobot
3/25/2013 DRAGONSEARCH MARKETING I February 2013 92