Lou & Harry’s Online
 Strategy Proposal
    By: Jenna Gurney



                       1
About Lou & Harry’s


 Operates casual eating restaurants,
   catering, and a downtown East
  Lansing location that includ...
Current Challenges and Goals


             Challenges:
          Heavy Competition
     Search Engine Page Placement

   ...
Current Local Search

     In 2006 less than 30% of
 consumers used search engines to
      find local businesses…




  Ap...
Current Local Search

     In 2006 less than 30% of
 consumers used search engines to
      find local businesses…
Now over...
Current Local Search
Current Local Search
   What does this mean to your
           business?
Current Local Search
   What does this mean to your
           business?
 If you’re business is not visible on the
   first...
Current Local Search
   What does this mean to your
           business?
 If you’re business is not visible on the
   first...
Main Focus

The main web page
  needs to be the
  biggest focus to
 start off with. The
  site needs to be
    updated and...
Example of Successful Program



                          Harpers and Dublin
                           Square are the to...
ON-SITE OPTIMIZATION

 •   Identify service areas and keywords
ON-SITE OPTIMIZATION

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

 •   Identify service areas and keywords
 •            Linking structure
 •   Content Writing (keywo...
ON-SITE OPTIMIZATION

 •   Identify service areas and keywords
 •            Linking structure
 •   Content Writing (keywo...
ON-SITE OPTIMIZATION

 •       Identify service areas and keywords
 •                Linking structure
 •       Content Wr...
OFF-SITE

•         Link Building
OFF-SITE

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

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

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

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

•                Link Building
•    Online Articles, Press Releases, Blog
•        Local online directory listin...
Total Investment
Budget:
$7,500- Design and Development
$250 per month- PPC and on going site optimization

Timeline:
Expe...
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Jenna gurney online proposal

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

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  • Jenna gurney online proposal

    1. 1. Lou & Harry’s Online Strategy Proposal By: Jenna Gurney 1
    2. 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. 3. Current Challenges and Goals Challenges: Heavy Competition Search Engine Page Placement Goals: Increased Market Share Visible Web Presence 3
    4. 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. 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. 6. Current Local Search
    7. 7. Current Local Search What does this mean to your business?
    8. 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. 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. 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. 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. 12. ON-SITE OPTIMIZATION • Identify service areas and keywords
    13. 13. ON-SITE OPTIMIZATION • Identify service areas and keywords • Linking structure
    14. 14. ON-SITE OPTIMIZATION • Identify service areas and keywords • Linking structure • Content Writing (keyword inclusion)
    15. 15. ON-SITE OPTIMIZATION • Identify service areas and keywords • Linking structure • Content Writing (keyword inclusion) • Headers and Alt Tags
    16. 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. 17. OFF-SITE • Link Building
    18. 18. OFF-SITE • Link Building • Online Articles, Press Releases, Blog
    19. 19. OFF-SITE • Link Building • Online Articles, Press Releases, Blog • Local online directory listings
    20. 20. OFF-SITE • Link Building • Online Articles, Press Releases, Blog • Local online directory listings • Social Media – Facebook, Twitter, etc.
    21. 21. OFF-SITE • Link Building • Online Articles, Press Releases, Blog • Local online directory listings • Social Media – Facebook, Twitter, etc. • Online videos
    22. 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. 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
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