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Zomato - SEO and Search Marketing

Ittira Joseph
Ittira Joseph
Ittira JosephMSc. in Digital Marketing Candidate | UCD Michael Smurfit Graduate Business School

A comprehensive SEO and Search Marketing Plan for Zomato, a new entrant in the Irish Market. The objectives included: Increase Brand Awareness, Increase Sign Ups, Increase App Downloads and Promote Review Writing. Designed six different campaigns under Search Marketing. Identified weak areas of Zomato website in terms of SEO, and made recommendations to improve organic ranking.

Zomato - SEO and Search Marketing

1 of 41


ZOMATO | SEARCH AND STRATEGY 1
SUBMITTED BY : Aditya Labhe (15200012) & Ittira Joseph (15200284)
DATE OF SUBMISSION : 22nd October 2015
WORD COUNT : 4679
SEARCH AND SEO STRATEGY
1. EXECUTIVE SUMMARY
2. OVERVIEW OF BUSINESS
3. SITUATIONAL ANALYSIS
- SWOT
- COMPETITOR ANALYSIS
4. OBJECTIVES
5. TARGET AUDIENCE
6. DETAILED CHANNEL STRATEGY
- SEARCH ENGINE MARKETING
- SEARCH ENGINE OPTIMISATION
7. MEASUREMENT
8. CONCLUSION
9. LEARNING REFLECTION
CONTENTS


ZOMATO | SEARCH STRATEGIES | EXECUTIVE SUMMARY 2
EXECUTIVE SUMMARY
Zomato is a global restaurant search and discovery service. The purpose of this
project is to design a Search Marketing plan for Zomato in Ireland.
Zomato is a new player entering the Irish market - currently dominated by
players such as Yelp and Menupages. Based on this market situation and
Zomato’s position in the market, we have developed the following digital
objectives: Increase brand awareness, Increase Sign Ups, Increase App
Downloads and Promote Review Writing. We mapped the same into a RACE
framework and have defined digital goals.
Our primary target audience is everyone between the age group 18 - 30 within
Dublin. Within that, we have defined buyer personas such as Working
Professionals, Cuisine Loyalists, Family Diners, Students and Travellers.
Our marketing efforts are divided between Search Engine Marketing and
Search Engine Optimisation. Under Search Engine Marketing, we have designed
six different campaigns targeting the most searched keyword categories and
the different target personas. Under Search Engine Optimisation, we identified
weak areas of Zomato and made recommendations to improve their organic
ranking. Tools including Google Analytics, Google Search Console and Website
database will be used to measure the KPIs.
The project is a comprehensive search marketing plan to ensure digital success
for Zomato in the Irish market.


ZOMATO | SEARCH STRATEGIES | OVERVIEW OF BUSINESS 3
OVERVIEW OF BUSINESS
Zomato is a restaurant search and discovery service. It was founded in the year
2008 and operates in over twenty two countries which includes India, United
States and Australia.
Zomato is popular for its restaurant search and discovery service and currently
lists more than a million restaurants globally. Their business objectives are three
dimensional:
1. Help users discover great restaurants around them.
2. Improve experiences and services around dining.
3. Provide restaurants a platform to attract customers.
The website Zomato.com, receives more than 15 million visits monthly, and is
globally ranked the no.1 website in the Restaurants and Delivery category
(SimilarWeb). They have a popular Mobile App which has been download by
more than 5 million users.
They entered the Irish market in the last quarter of 2014 and are still in the
introductory stage.


ZOMATO | SEARCH STRATEGIES | SITUATIONAL ANALYSIS 4
1 |
STRENGTHS
Global No. 1 :
Zomato is ranked no. 1 globally in the online restaurant guide category by Alexa
WEAKNESSES
SITUATIONAL ANALYSIS
Website :
They have a strong website running , www.zomato.com, which receives 15
million visitors a month globally and has a global rank of 608.
Mobile Website and App :
They have a mobile-friendly website and a mobile app that has over 5 million
downloads globally.
High Engagement Business Model :
In terms of customer engagement, the business model itself is a strength for
Zomato. There is a lot of user-generated content, it is constantly updated and a
high volume of returning users.
Relevant Sitelinks :
Zomato stands out from its competitors with highly relevant sitelinks that
maximises click-through rates.
Late Movers :
Zomato is a late mover in comparison to players such as Yelp and MenuPages.
Yelp has become synonymous to restaurant finder in Ireland and it’ll be difficult
to change the loyalty of the consumers to another brand that offers similar
features. It’ll be hard to attract advertisers too, as Zomato Ireland website does
not receive as much traffic compared to existing players.
Weak SEO :
Zomato has weak rankings when it comes to organic searches in Ireland. They
do not appear as a search result at all when searched for popular keywords
such as “Restaurants in Dublin” etc.
2 |
3 |
4 |
5 |
1 |
2 |
SWOT ANALYSIS


ZOMATO | SEARCH STRATEGIES | SITUATIONAL ANALYSIS 5
Lack of Personalisation :
Zomato does not personalise the website experience for the user. They do not
have a “Recommended for you” or similar feature that can make the website
experience faster and better for users.
4 |
No Social Plug-Ins :
The website does not have any social plug-ins on the landing page or the home
page. It is a surprise that a business model which relies on user generated
content does not encourage cross-channel promotion.
5 |
Limited SEM Campaigns :
Zomato has limited SEM campaigns active currently. Most of the campaigns are
targeted around specific global fast food restaurants which will not be effective
to reach the audience in Ireland.
3 |
Online Search Trend in Ireland for Food :
As per Google Trends, “Food” searches on Google Ireland have rose from 7% in
January 2010 to 45% in October 2015. There is clearly a rising number of users
looking out for food related content and services on the web.
Rising Digital Ad Spend in Ireland :
Ireland witnessed a 34% YOY growth in 2014 in digital ad spend. Mobile
advertising grew by a whooping 132%. The market definitely has digital
investors to support digital business models.
Enable Transactions Online :
Zomato should enable transactions online. Transactions could be monetary or
simply booking tables online. This will be an additional revenue channel for Zomato.
Introduce Browser Extensions :
Services like Zomato can be an every-day need for target users. Having a
browser extension can make access easier for users and at the same time,
Zomato can increase customer engagement and loyalty.
SEM Campaigns :
Zomato can take advantage of the keyword data trends available (in Ireland) to
execute more SEM campaigns.
1 |
2 |
3 |
4 |
5 |
OPPORTUNITIES


ZOMATO | SEARCH STRATEGIES | SITUATIONAL ANALYSIS 6
THREATS
Competition :
Firstly, Zomato is a late mover into the market, which in itself puts them at a
disadvantage. Players like Yelp are synonymous to restaurant guides in Ireland,
and they will provide tough competition. Also, players like Just-eat offer new
Competition Possesses Strong SEO :
Yelp and MenuPages show up as no. 1 and no. 2 organic search results when
searched for keywords like “ Find Restaurants Dublin”. They have achieved
these rankings with strong SEO tactics over the years and Zomato will have a
lot of catching up to do.
User Data Vulnerable to IT Theft :
Zomato collects user data and there is always the threat of data breach due to
cyber attacks.
Irish Culture towards Reviews :
Zomato should enable transactions online. Transactions could be monetary
or simply booking tables online. This will be an additional revenue channel
for Zomato.
Consumer Loyalty :
As mentioned above, players like Yelp have become synonymous to restaurant
guides in the market. The loyalty factor will play a huge hindrance to Zomato
unless they can differentiate themselves sufficiently.
2 |
3 |
4 |
5 |
1 |

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Zomato - SEO and Search Marketing

  • 1. 
 ZOMATO | SEARCH AND STRATEGY 1 SUBMITTED BY : Aditya Labhe (15200012) & Ittira Joseph (15200284) DATE OF SUBMISSION : 22nd October 2015 WORD COUNT : 4679 SEARCH AND SEO STRATEGY 1. EXECUTIVE SUMMARY 2. OVERVIEW OF BUSINESS 3. SITUATIONAL ANALYSIS - SWOT - COMPETITOR ANALYSIS 4. OBJECTIVES 5. TARGET AUDIENCE 6. DETAILED CHANNEL STRATEGY - SEARCH ENGINE MARKETING - SEARCH ENGINE OPTIMISATION 7. MEASUREMENT 8. CONCLUSION 9. LEARNING REFLECTION CONTENTS
  • 2. 
 ZOMATO | SEARCH STRATEGIES | EXECUTIVE SUMMARY 2 EXECUTIVE SUMMARY Zomato is a global restaurant search and discovery service. The purpose of this project is to design a Search Marketing plan for Zomato in Ireland. Zomato is a new player entering the Irish market - currently dominated by players such as Yelp and Menupages. Based on this market situation and Zomato’s position in the market, we have developed the following digital objectives: Increase brand awareness, Increase Sign Ups, Increase App Downloads and Promote Review Writing. We mapped the same into a RACE framework and have defined digital goals. Our primary target audience is everyone between the age group 18 - 30 within Dublin. Within that, we have defined buyer personas such as Working Professionals, Cuisine Loyalists, Family Diners, Students and Travellers. Our marketing efforts are divided between Search Engine Marketing and Search Engine Optimisation. Under Search Engine Marketing, we have designed six different campaigns targeting the most searched keyword categories and the different target personas. Under Search Engine Optimisation, we identified weak areas of Zomato and made recommendations to improve their organic ranking. Tools including Google Analytics, Google Search Console and Website database will be used to measure the KPIs. The project is a comprehensive search marketing plan to ensure digital success for Zomato in the Irish market.
  • 3. 
 ZOMATO | SEARCH STRATEGIES | OVERVIEW OF BUSINESS 3 OVERVIEW OF BUSINESS Zomato is a restaurant search and discovery service. It was founded in the year 2008 and operates in over twenty two countries which includes India, United States and Australia. Zomato is popular for its restaurant search and discovery service and currently lists more than a million restaurants globally. Their business objectives are three dimensional: 1. Help users discover great restaurants around them. 2. Improve experiences and services around dining. 3. Provide restaurants a platform to attract customers. The website Zomato.com, receives more than 15 million visits monthly, and is globally ranked the no.1 website in the Restaurants and Delivery category (SimilarWeb). They have a popular Mobile App which has been download by more than 5 million users. They entered the Irish market in the last quarter of 2014 and are still in the introductory stage.
  • 4. 
 ZOMATO | SEARCH STRATEGIES | SITUATIONAL ANALYSIS 4 1 | STRENGTHS Global No. 1 : Zomato is ranked no. 1 globally in the online restaurant guide category by Alexa WEAKNESSES SITUATIONAL ANALYSIS Website : They have a strong website running , www.zomato.com, which receives 15 million visitors a month globally and has a global rank of 608. Mobile Website and App : They have a mobile-friendly website and a mobile app that has over 5 million downloads globally. High Engagement Business Model : In terms of customer engagement, the business model itself is a strength for Zomato. There is a lot of user-generated content, it is constantly updated and a high volume of returning users. Relevant Sitelinks : Zomato stands out from its competitors with highly relevant sitelinks that maximises click-through rates. Late Movers : Zomato is a late mover in comparison to players such as Yelp and MenuPages. Yelp has become synonymous to restaurant finder in Ireland and it’ll be difficult to change the loyalty of the consumers to another brand that offers similar features. It’ll be hard to attract advertisers too, as Zomato Ireland website does not receive as much traffic compared to existing players. Weak SEO : Zomato has weak rankings when it comes to organic searches in Ireland. They do not appear as a search result at all when searched for popular keywords such as “Restaurants in Dublin” etc. 2 | 3 | 4 | 5 | 1 | 2 | SWOT ANALYSIS
  • 5. 
 ZOMATO | SEARCH STRATEGIES | SITUATIONAL ANALYSIS 5 Lack of Personalisation : Zomato does not personalise the website experience for the user. They do not have a “Recommended for you” or similar feature that can make the website experience faster and better for users. 4 | No Social Plug-Ins : The website does not have any social plug-ins on the landing page or the home page. It is a surprise that a business model which relies on user generated content does not encourage cross-channel promotion. 5 | Limited SEM Campaigns : Zomato has limited SEM campaigns active currently. Most of the campaigns are targeted around specific global fast food restaurants which will not be effective to reach the audience in Ireland. 3 | Online Search Trend in Ireland for Food : As per Google Trends, “Food” searches on Google Ireland have rose from 7% in January 2010 to 45% in October 2015. There is clearly a rising number of users looking out for food related content and services on the web. Rising Digital Ad Spend in Ireland : Ireland witnessed a 34% YOY growth in 2014 in digital ad spend. Mobile advertising grew by a whooping 132%. The market definitely has digital investors to support digital business models. Enable Transactions Online : Zomato should enable transactions online. Transactions could be monetary or simply booking tables online. This will be an additional revenue channel for Zomato. Introduce Browser Extensions : Services like Zomato can be an every-day need for target users. Having a browser extension can make access easier for users and at the same time, Zomato can increase customer engagement and loyalty. SEM Campaigns : Zomato can take advantage of the keyword data trends available (in Ireland) to execute more SEM campaigns. 1 | 2 | 3 | 4 | 5 | OPPORTUNITIES
  • 6. 
 ZOMATO | SEARCH STRATEGIES | SITUATIONAL ANALYSIS 6 THREATS Competition : Firstly, Zomato is a late mover into the market, which in itself puts them at a disadvantage. Players like Yelp are synonymous to restaurant guides in Ireland, and they will provide tough competition. Also, players like Just-eat offer new Competition Possesses Strong SEO : Yelp and MenuPages show up as no. 1 and no. 2 organic search results when searched for keywords like “ Find Restaurants Dublin”. They have achieved these rankings with strong SEO tactics over the years and Zomato will have a lot of catching up to do. User Data Vulnerable to IT Theft : Zomato collects user data and there is always the threat of data breach due to cyber attacks. Irish Culture towards Reviews : Zomato should enable transactions online. Transactions could be monetary or simply booking tables online. This will be an additional revenue channel for Zomato. Consumer Loyalty : As mentioned above, players like Yelp have become synonymous to restaurant guides in the market. The loyalty factor will play a huge hindrance to Zomato unless they can differentiate themselves sufficiently. 2 | 3 | 4 | 5 | 1 |
  • 7. 
 ZOMATO | SEARCH STRATEGIES | SITUATIONAL ANALYSIS 7 1. GLOBAL NO.1 2. WEBSITE 3. MOBILE WEBSITE AND APP 4. HIGH ENGAGEMENT BUSINESS MODEL 5. RELEVANT SITELINKS SW OT 1. LATE MOVERS 2. WEAK SEO 3. LIMITED SEM CAMPAIGNS 4. LACK OF PERSONALISATION 5. NO SOCIAL PLUG-INS 1. ONLINE SEARCH TREND IN IRELAND FOR FOOD 2. RISING DIGITAL AD SPEND IN IRELAND 3. ENABLE TRANSACTIONS ONLINE 4. INTRODUCE BROWSER EXTENSIONS 5. SEM CAMPAIGNS 1. COMPETITION 2. CONSUMER LOYALTY 3. COMPETITION POSSESSES STRONG SEO 4. USER DATA VULNERABLE TO IT THEFT 5. IRISH CULTURE TOWARDS REVIEWS STRENGTHS WEAKNESSES OPPORTUNITIES THREATS SWOT ANALYSIS | ZOMATO
  • 8. 
 ZOMATO | SEARCH STRATEGIES | SITUATIONAL ANALYSIS 8 We rated the website content based on three factors: - Design of the website - Quality of information - Ease of Navigation We used Bounce rate as an identifier for the User Experience COMPETITOR ANALYSIS 1. WEBSITE CONTENT AND EXPERIENCE: Who are the competitors? In the restaurant search and discovery space in Ireland, we’ve identified 3 major competitors for Zomato: ANALYSIS: DESIGN INFORMATION NAVIGATION Results : WEBSITE CONTENT (Out of 5) 1 | Yelp.ie 2 | Menupages.ie 3 | Just-eat.ie
  • 9. 
 ZOMATO | SEARCH STRATEGIES | SITUATIONAL ANALYSIS 9 2. WEBSITE TRAFFIC : 0% 15% 30% 45% 60% 13.48% 54.71% 57.38% 37.6% Results : USER EXPERIENCE (Bounce rate %) We compared the monthly website traffic within Ireland received by each player. Results : WEBSITE TRAFFIC (per month) 45K 270K 3. ONLINE ADVERTISING : We compared different types of Online advertising tactics used - SEM, Social Media ads, Mobile Marketing etc. 300K 220K Results : ONLINE ADVERTISING (SEM, Social Media Ads, Mobile Marketing, etc.) SEM AND FACEBOOK ADVERTISING NO ONLINE ADVERTISING NO ONLINE ADVERTISING SEM, FACEBOOK AND TWITTER ADVERTISING
  • 10. 
 ZOMATO | SEARCH STRATEGIES | SITUATIONAL ANALYSIS 10 5. SOCIAL MEDIA PREFERENCE : We compared the social media presence of the companies on the following channels - Facebook, Twitter and Instagram. 4. SEO : We compared the Organic Ad Rank of the companies based on relevant keyword/ phrase searches. The keywords were selected using Google Adwords Keyword Planner tool - the most common, relevant and popular keywords generated for the domains. The keywords included: 1. Restaurants in Dublin 2. Restaurants in Cork 3. Best Restaurants in Dublin N/A (-,-,-) 15.00 (14,13,18) 7.33 (8,2,12) N/A (-,-,-) Results : AVERAGE ORGANIC AD RANK Results : SOCIAL MEDIA PREFERENCE (measured in the number of followers) FACEBOOK TWITTER INSTAGRAM 1.2 M 1391 494 10 M 95 K 18 K 60 K 6414 414 100 K 45 K 2000
  • 11. 
 ZOMATO | SEARCH STRATEGIES | SITUATIONAL ANALYSIS 11 7. ONLINE TRANSACTIONS : 6. MOBILE APP : We compared if there is a Mobile App existing for each company. Results : MOBILE APP We compared if the businesses have online transactions as part of their revenue model. Results : ONLINE TRANSACTIONS 8. TARGET MARKET : We compared the target market of the players in terms of geographies. Results : TARGET MARKET (DUBLIN) (WHOLE IRELAND) (WHOLE IRELAND) (DUBLIN, LIMERICK, CORK, GALWAY, WATERFORD) ACTIVE CITIES INACTIVE CITIES
  • 12. 
 ZOMATO | SEARCH STRATEGIES | OBJECTIVES 12 OBJECTIVES The marketing manager at Zomato told us that the biggest hurdle they are facing at the moment is brand recognition. Zomato is currently at an early stage in Ireland, this makes it really important for online marketing to increase brand awareness and get people to the website and give it a try. REACH ACT AND CONVERT ENGAGE - Increase brand awareness through SEM campaigns and by Improving SEO ranking - Encourage Sign Ups - Encourage Reviews - Encourage Mobile App Downloads - Introduce Social Sharing across the website - Re-marketing through emails - Rewards for Review writing RACE FRAMEWORK: 1. INCREASE BRAND AWARENESS The Zomato model is a high engagement one, hence there is a considerable amount of repeat users. But the user's journey on the website starts with a sign up. Considerable online marketing efforts would be targeted at getting people to Sign Ups. 2. INCREASE SIGN UPS In Ireland almost a quarter of the internet surfing is happening through mobile. The booming mobile internet space has a lot of opportunities to promote the mobile app. 3. INCREASE APP DOWNLOADS Encourage existing users to write reviews about their experiences at a restaurant. 4. PROMOTE REVIEW WRITING
  • 13. 
 ZOMATO | SEARCH STRATEGIES | TARGET AUDIENCE 13 TARGET AUDIENCE TARGETING: The Marketing Manager of Zomato informed us that the primary target group for Zomato is: Gender: Male and Female Age: 18 - 30 Location: Only Dublin We are using the same target group for our search campaign. We have developed 5 different personas within the same target group. WORKING PROFESSIONALS CUISINE LOYALISTS FAMILY DINERS STUDENTS TRAVELLERS TARGET PERSONAS 1. WORKING PROFESSIONAL NAME : Analytical Alan AGE : 25 GENDER : Male STATUS : Analyst at Deloitte GOALS : • Looking for deliveries to office • Looking for take ways on the way back home or on the way to work • Weekend night outs. SEARCHING FOR : 1. Restaurants in City Centre 2. Pizza Hut Clontarf 3. Food delivery restaurants in City Centre 4. Weekend Happy Hours Deals in Dublin 5. 24 Hour Restaurants in Dublin
  • 14. 
 ZOMATO | SEARCH STRATEGIES | TARGET AUDIENCE 14 2. CUISINE LOYALISTS NAME : Indian Anita AGE : 28 GENDER : Female STATUS : Indian foodie working in Dublin GOALS : • Looking for indian restaurants. • Looking for indian restaurants that deliver food. • Looking for indian restaurant reviews. SEARCHING FOR : 1. Best Indian Restaurants in Dublin 2. Chicken Biriyani in Dublin 3. Indian Restaurants near me 4. Ravi’s Kitchen Dublin 3. FAMILY DINERS NAME : Family Guy Peter AGE : 45 GENDER : Male STATUS : Family man with wife and two kids, working Monday to Friday GOALS : • Looking for a good family outing at a restaurant during the weekend. • Looking for restaurants with activities for kids. • Looking for a romantic restaurant to take his wife out. SEARCHING FOR : 1. Family Restaurants in Dublin 2. Restaurants for Kids 3. Romantic Restaurants in Dublin
  • 15. 
 ZOMATO | SEARCH STRATEGIES | TARGETING 15 4. STUDENTS NAME : College Colin AGE : 18 GENDER : Female STATUS : Studying B.Com in UCD Belfield GOALS : • Looking for student deals. • Looking for cheap restaurants to hang out. • Looking for special events. • Looking for home delivery restaurants. SEARCHING FOR : 1. Student restaurant deals in Dublin 2. Restaurants in Temple Bar 3. Best Pubs in Dublin 4. Cheap Restaurants in Dublin 5. 24 Hour Restaurants in Dublin 5. TRAVELLERS NAME : Holiday Harry AGE : 32 GENDER : Male STATUS : On a holiday in Dublin. GOALS : • Looking for the best restaurants in Dublin. • Looking for things to do in Dublin. • Looking for the best pubs in Dublin. • Looking for restaurants in popular locations. SEARCHING FOR : 1. Best Restaurants in Dublin 2. Things to Do in Dublin 3. Best Pubs in Dublin 4. Restaurants in Temple Bar
  • 16. 
 ZOMATO | SEARCH STRATEGIES | DETAILED CHANNEL STRATEGY 16 SPECIAL OFFERING DETAILED CHANNEL STRATEGY We have designed a comprehensive search engine marketing plan for Zomato.com. The planning happens at three levels: 1. Campaigns 2. Ad Groups 3. Keywords Here is a summary of our campaigns (in grey rectangles) and ad groups (grey text): 1. | SEARCH ENGINE MARKETING RESTAURANTS LOCATIONS CUISINES SPECIAL PERSONA COMPETITORS ZOMATO.COM DUBLIN NEAR ME TEMPLE BAR CITY CENTRE RENELAGH SUSHI PIZZAS ITALIAN INDIAN BURGERS FAMILY HOME DELIVERY DEALS TAKEAWAY COMPETITION
  • 17. 
 ZOMATO | DETAILED CHANNEL STRATEGY 17 We used a bottom-to-top approach when deciding the campaigns. We used Google Adwords Keyword Planner to find out the most searched keywords in the restaurant finder industry. Based on the keyword trends, we decided to have six campaigns targeting the top six types of searches. METHODOLOGY BEHIND CHOOSING CAMPAIGNS: CAMPAIGN 1 : RESTAURANTS This campaign covers searches related to specific restaurants in Dublin. Examples: McDonalds, Dominos etc Ad Groups: Based on keyword research, we found the top 5 searched restaurants. We made an ad group for each of the restaurant: 1. Dominos 2. McDonalds 3. Four Star Pizza 4. Eddie Rockets 5. Bombay Pantry We have designed targeted ads for each ad group. For example, for the ad group McDonalds: CAMPAIGNS AND AD GROUPS IN DETAIL: Side Ad Top Ad
  • 18. 
 ZOMATO | DETAILED CHANNEL STRATEGY 18 CAMPAIGN 2 : LOCATION This campaign covers searches related to specific locations of restaurants. Examples: Dublin, Near me, Temple Bar etc. Ad Groups: Based on keyword research, we found the top 5 searched restaurant locations. We made an ad group for each of the location: 1. Dublin 2. Near Me 3. Temple Bar 4. City Centre 5. Ranelagh We have designed targeted ads for each ad group. For example, for the ad group City Centre: Side Ad Top Ad
  • 19. 
 ZOMATO | DETAILED CHANNEL STRATEGY 19 CAMPAIGN 3 : CUISINE This campaign covers searches related to specific cuisines. Examples: Sushi, Pizza, Italian etc. Ad Groups: Based on keyword research, we found the top 5 searched cuisines. We made an ad group for each of the cuisine: 1. Sushi 2. Pizza 3. Italian 4. Indian 5. Burgers We have designed targeted ads for each ad group. For example, for the ad group Indian: Side Ad Top Ad
  • 20. 
 ZOMATO | DETAILED CHANNEL STRATEGY 20 CAMPAIGN 4 : PERSONA This campaign covers searches related to a specific persona - Family. We decided to keep a separate campaign for this particular persona, as there are high search volumes for keywords related to it. Ad Groups: There is only one ad group under it called Family. We have designed targeted ads for the ad group: Side Ad Top & Bottom Ad
  • 21. 
 ZOMATO | DETAILED CHANNEL STRATEGY 21 CAMPAIGN 5 : SPECIAL OFFERINGS This campaign covers searches related to special offerings. Examples: Home Delivery, Deals etc. Ad Groups: Based on keyword research, we found the top 3 searched offerings. We made an ad group for each of the offering: 1. Home Delivery 2. Deals 3. Takeaway We have designed targeted ads for each ad group. For example, for the ad group Takeaway: Side Ad Top & Bottom Ad
  • 22. 
 ZOMATO | DETAILED CHANNEL STRATEGY 22 CAMPAIGN 6 : COMPETITORS This campaign covers searches related to competitors. Examples: Yelp, Just-eat etc. Ad Groups: Based on keyword research, we found the top 3 searched competitors. 1. Just Eat 2. Yelp 3. Menu Pages However, we made only one ad group for this campaign, as we will be showing the same ad for all the three competitor searches The ad looks like this: Side Ad Top & Bottom Ad
  • 23. 
 ZOMATO | DETAILED CHANNEL STRATEGY 23 Keywords were selected based on search volumes. Here are the keywords chosen for each campaign and the respective ad groups: KEYWORD RESEARCH: AD GROUP KEYWORDS VOLUME Dominos Dominos 60,500 Dominoes Rathmines 2,400 Dominoes Deals 2,400 Dominoes Dundrum 1,600 Dominoes Ireland 1,600 McDonalds McDonalds 18,000 McDonalds Breakfast Times 880 McDonalds Menu 480 McDonalds Breakfast 480 McDonalds Opening Hours 390 Four Star Pizza Four Star Pizza 14,800 4 Star Pizza 3,600 Four Star Pizza Menu 1,300 Four Star Pizza Dublin 390 Four Star Pizza Raheny  320 Eddie Rockets Eddie Rockets 12,100 Eddie Rockets Menu  2,400 Eddie Rockets Stillorgan 880 Eddie Rockets Delivery 720 Eddie Rockets Dublin 720 Bombay Pantry Bombay Pantry 9,900 Bombay Pantry Menu 720 Bombay Pantry Fairview 480 Bombay Pantry Clonskeagh 480 Bombay Pantry Glenageary 390 CAMPAIGN #1: RESTAURANTS MATCH TYPE: Broad Match Modifier Phrase Match
  • 24. 
 ZOMATO | DETAILED CHANNEL STRATEGY 24 AD GROUP KEYWORDS VOLUME Dublin restaurants in dublin 12,100 best restaurants in dublin 4,400 dublin restaurants 2,900 places to eat in dublin 1,600 restaurants dublin 1,600 Near Me restaurants near me 2,400 places to eat near me 390 food near me 320 Temple Bar shirley temple bar 320 fitzsimons temple bar 260 temple bar pubs  210 milanos temple bar 210 City Centre restaurants in dublin city centre 880 restaurants dublin city centre 480 dublin city centre restaurants 210 best restaurants in dublin city centre  170 Ranelagh ranelagh restaurants 1600 restaurants in ranelagh 1000 luigi's ranelagh 320 tribeca ranelagh 1600 CAMPAIGN #2: LOCATIONS
  • 25. 
 ZOMATO | DETAILED CHANNEL STRATEGY 25 CAMPAIGN #3: CUISINES AD GROUP KEYWORDS VOLUME NEGATIVE KEYWORDS Sushi susi 49,500 recipe, recipes, ingredients, cooking, cook, make, types, how, homemade sushi dublin 1,300 michie sushi 1,000 yo sushi dublin 720 j2 sushi 480 Pizza pizza 4,400 recipe, recipes, ingredients, cooking, cook, make, types, how, toppings, homemade apache pizza menu 6,600 firehouse pizza 2,900 mizzoni pizza 1,000 Italian italian restaurants dublin 1600 italian restaurant 390 Indian indian restaurant dublin 1600 indian takeaway dublin 390 best indian restaurant dublin 320 indian restaurant dundrum 260 Burgers bunsen burger 3,600 burger king 1,300 gourmet burger 1,000 turkey burgers 49,500 AD GROUP KEYWORDS VOLUME Family kids party food 260 romantic restaurants dublin 210 family restaurants dublin 110 CAMPAIGN #4: SPECIAL PERSONA
  • 26. 
 ZOMATO | DETAILED CHANNEL STRATEGY 26 CAMPAIGN #5: SPECIAL OFFERINGS AD GROUP KEYWORDS VOLUME Home Delivery Food delivery dublin 480 Order food online 260 food delivery 140 McDonalds delivery 110 Deals cheap restaurants dublin 260 restaurant deals 140 meal deals 110 Takeaway Take away 1000 chinese takeaway 1000 takeaway dublin 590 indian takeway 480 CAMPAIGN #6: COMPETITORS AD GROUP KEYWORDS VOLUME Competitor Just Eat 1,10,000 Yelp 5,400 Menu Pages 4,400 CHOOSING KEYWORD MATCH TYPES: Keyword Match Types are of four types: 1. Broad Match: Ads will show for close variations of the keywords 2. Broad Match Modifier: Ads will only show for searches that contain the keywords, but the keywords maybe in any order. 3. Phrase Match: Ads will show only for searches that contain the keywords, and also follow the same order/sequence as the keyword phrases. 4. Exact Match: Ads will show only if there is an exact keyword match We chose to use Broad Match Modifier and Phrase Matches for our campaigns. We used phrase matches for keywords like “turkey burgers” because there is a possibility of a change in meaning if the keywords are rearranged, example: “burgers turkey”.
  • 27. 
 ZOMATO | DETAILED CHANNEL STRATEGY 27 CHOOSING NEGATIVE KEYWORDS: Negative Keywords are used to block ads showing for certain irrelevant keywords similar to the keywords chosen. We used the following negative keywords for the ad groups: 1. Sushi: recipe, recipes, ingredients, cooking, cook, make, types, how, homemade. 2. Pizza: recipe, recipes, ingredients, cooking, cook, make, types, how, toppings, homemade. CHOOSING HEAD, BODY AND TAIL KEYWORDS: Keywords are divided into three types: 1. Head: Very Generic keywords, Example: Dublin 2. Body: Slightly more specific keywords, Example: Restaurants in Dublin 3. Tail: Very Specific keywords, Example: Shirley Temple Car We’ve categorised our keywords accordingly, as shown in the graph: • SUSI • PIZZA • TAKE AWAY • FOOD DELIVERY • RESTAURANTS IN DUBLIN • TEMPLE BAR PUBS • DOMINOS DEALS • CHINESE TAKEAWAY • BOMBAY PANTRY CLONSKEAGH • FOUR STAR PIZZA RAHENY • APACHE PIZZA MENU • YO SUSHI DUBLIN HEAD BODY TAIL
  • 28. 
 ZOMATO | DETAILED CHANNEL STRATEGY 28 QUALITY SCORE OF KEYWORDS: Quality score of keywords is primarily determined by the following factors: 1. Click-through rate of the keyword and its respective ad 2. Quality of landing page 3. Relevance to Ad text We took these into consideration while choosing the keywords.
  • 29. 
 ZOMATO | DETAILED CHANNEL STRATEGY 29 We considered the following parameters when it came to Search Engine Optimisation: We analysed three pages of Zomato with regards to SEO: 1. Home Page 2. Cuisine Page - Indian 3. Restaurant Page - McDonalds The following tables show the current and proposed search engine optimisation required for each of the pages. 2. | SEARCH ENGINE OPTIMAZATION # PARAMETER INSTRUCTIONS 1 Page Title Should have less than 56 characters and must contain keywords in the first 25 characters 2 Meta description Should have less than 160 characters 3 URL Should contain keywords, less than 75 characters, 3 sub-folders maximum 4 H1 Should Contain Keywords 5 H2 Should Contain Keywords 6 Image File name should contain keywords 7 Alt text Should Contain Keywords 8 Website Content Should Contain Keywords 9 Meta Description Should Contain Keywords in the first 25 characters 10 Anchor Text Should Contain Keywords
  • 30. 
 ZOMATO | DETAILED CHANNEL STRATEGY 30 HOME PAGE CURRENT PROPOSED Keywords in URL https://www.zomato.com/ No Change Page Title Restaurants - Dublin Restaurants, Restaurants in Dublin | Zomato Ireland Restaurants - Dublin Restaurants | Zomato Ireland Characters 72 49 Meta Description Dublin Restaurants - Menus, Photos, Ratings and Reviews for over 3300 Restaurants in Dublin. Find the Best Restaurants in Dublin on Zomato - Dublin Restaurants No Change Meta Description Characters 159 No Change H1 None Discover Restaurants in Dublin H2 None None Image Name dublin.jpg (https://c.zmtcdn.com/ images/homescreens/heroimages/ dublin.jpg) breakfast.jpg (https:// c.zmtcdn.com/images/ highlighters/breakfast.jpg) restaurants-dublin.jpg breakfast-restaurants- dublin.jpg Alt Text dublin.jpg - None breakfast.jpg - Breakfast in Dublin dublin.jpg - Restaurants in Dublin breakfast.jpg - No Change Keyword Density Top KWs: 1. Dublin 2. Followers 3. Reviews Top KWs: 1. Restaurants 2. Dublin 3. Food Anchor Text of drop down Already Optimized No Change Anchor Text of on-page content 1. HOME PAGE : Frequency: 42 26 24 We are showing the SEO template of the same page below.
  • 31. 
 ZOMATO | DETAILED CHANNEL STRATEGY 31 SEO TEMPLATE PAGE TITLE META DESCRIPTION IMAGE NAME : restaurants-dublin.jpg IMAGE FILTERS IMAGE IMAGE NAME : breakfast-restaurants- dublin.jpg Discover Restaurants in Dublin Check out the Food Menus, Reviews, Photos, Ratings for Restaurants in Dublin. Best Restaurants Reviews H1 - TAG KEYWORD OPTIMIZED CONTENT
  • 32. 
 ZOMATO | DETAILED CHANNEL STRATEGY 32 CUISINE CURRENT PROPOSED Keywords in URL https://www.zomato.com/dublin/ restaurants/indian No Change Page Title Indian Restaurants in Dublin - Zomato Ireland Indian Restaurants in Dublin - Indian Takeaways in Dublin Characters 46 57 Meta Description Indian Restaurants in Dublin. Restaurants serving Indian cuisine in Dublin. Menus, Photos, Ratings and Reviews for Indian Restaurants in Dublin - Indian Restaurants Indian Restaurants in Dublin. Indian Takeaway Dublin. Indian Cuisine in Dublin. Find Menus, Photos, Ratings and Reviews for Indian Restaurants in Dublin. Meta Description Characters 165 154 H1 Indian Restaurants in Dublin No Change H2 None None Image Name None Have a header Image with Keywords in Image name:Indian-Restaurants-In- Dublin.jpg Alt Text None Indian Restaurants in Dublin. Keyword Density Top KWs: 1. Dublin 2. Photos 3. Indian Top KWs: 1. Indian Restaurants 2. Indian Takeaways 3. Indian Restaurants Dublin Anchor Text of drop down Already Optimized No Change Anchor Text of on-page content 2. CUISINE PAGE - INDIAN We are showing the SEO template of the same page below. Frequency: 69 59 50
  • 33. 
 ZOMATO | DETAILED CHANNEL STRATEGY 33 SEO TEMPLATE PAGE TITLE META DESCRIPTION Indian Restaurants in Dublin Discover menus, photos, reviews of the best Indian Restaurants and Indian Takeaways in Dublin. Indian Restaurants Reviews H1 - TAG KEYWORD OPTIMIZED CONTENT IMAGE NAME : Indian-Restaurants-In-Dublin.jpg IMAGE FILTERS IMAGE
  • 34. 
 ZOMATO | DETAILED CHANNEL STRATEGY 34 CUISINE CURRENT PROPOSED Keywords in URL https://www.zomato.com/dublin/ restaurants/mcdonalds No Change Page Title McDonald's, Dublin - Zomato - Zomato Ireland McDonalds's In Dublin - McDonalds Menu- Zomato Ireland Characters 44 54 Meta Description McDonald's. Restaurant Locator. Contact details, menus, reviews for McDonald's restaurants in Dublin. McDonald’s In Dublin – Find Menu, Reviews, Photos, ratings, opening hours of McDonalds in Dublin. Meta Description Characters 100 92 H1 McDonald's, Dublin No Change H2 None None Image Name None Have a header Image with Keywords in Image name: McDonalds-In-Dublin.jpg Alt Text None McDonalds in Dublin. Keyword Density Top KWs: 1. Dublin 2. mcdonaldamps 3. Indian Top KWs: 1. McDonalds 2. Dublin 3. Menu Anchor Text of drop down Already Optimized No Change Anchor Text of on-page content 3. RESTAURANT PAGE - MCDONALDS We are showing the SEO template of the same page below. Frequency: 66 60 60
  • 35. 
 ZOMATO | DETAILED CHANNEL STRATEGY 35 SEO TEMPLATE PAGE TITLE META DESCRIPTION McDonald’s, Dublin Check out the Menus, Reviews, Photos, Ratings for McDonald’s in Dublin. McDonald’s Reviews H1 - TAG KEYWORD OPTIMIZED CONTENT IMAGE NAME : McDonalds-In-Dublin.jpg IMAGE IMAGE FILTERS
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 ZOMATO | DETAILED CHANNEL STRATEGY 36 BACKLINKS: Backlinks play an important role when it comes to Search Engine Optimisation. More the number of backlinks, the higher your organic ranking. Currently, Zomato has 4,05,829 backlinks. RECOMMENDATION: Zomato has low number of backlinks in Ireland. So they need to build more backlinks locally. SITEMAP This section covers the latest restaurant events in and around dublin. Example: Gigs, Happy Hours etc. 1. DEALS AND EVENTS This section will recommend restaurants for each user based on their past usage of the website. 2. RECOMMENDED FOR YOU This will take you to Zomato blog that contains listicles, informative articles etc. We will be running search ads encouraging app downloads. 3. BLOG We’ve recommended a few new sections on the website to enhance the user experience:
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 ZOMATO | DETAILED CHANNEL STRATEGY 37 ZOMATO.COM FOOD LOCATIONS CUISINES DEALS & EVENTS RECOMMENDED FOR YOU COLLECTIONS BLOGS GIGS HAPPY HOURS SPORTS FESTIVALS Below is the proposed sitemap:
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 ZOMATO | MEASUREMENT 38 MEASUREMENT We will be measuring performance of the campaign across the following channels: 1. Website 2. SEM 3. SEO 4. Mobile. The below table shows the various KPIs, goals and the tools used to measure each of them. # CHANNELS KPIs GOALS TOOLS 1 Website 1. Number of new unique visitors 2. Avg. Time on Site 3. Number of Sign Ups 4. Bounce Rate 5. Number of new reviews 14,000 6:00 2,000 30% 200 Google Analytics Website Database 2 SEM 1. Click-through rate 2. Avg. CPC 3. Quality Score 1% €1 8 Google Adwords Google Analytics 3 SEO 1. Avg. Organic Ranking 2. Backlinks Top 10 5,000 Google Search Console 4 Mobile 1. Number of App downloads 2. Number of new unique mobile visitors 500 6,000 Google Adwords Google Analytics
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 ZOMATO | CONCLUSION 39 CONCLUSION We have designed a comprehensive search marketing plan for Zomato.com in Ireland. The foundation of the plan was set by executing a SWOT analysis. SWOT helped us understand where the company’s position is in the market, the potential of the market and the opportunities present for Zomato. Based on the SWOT analysis, we defined clear objectives and used RACE framework to map the objectives to KPIs, goals etc. We also had the opportunity to work with the Marketing Manager of Zomato Ireland, Miss Karen Ahern, who helped us set the objectives of our search marketing plan. Our marketing activities were spread across two areas: Search engine marketing and Search engine optimisation. We designed an elaborate SEM plan, spread across six campaigns, which we believe will successfully market Zomato to Google Users. In terms of SEO, we have identified areas where Zomato can improve, to increase their organic rankings. In conclusion, we believe we have designed a comprehensive search marketing plan for Zomato in Ireland. Also, since they are a new player in Ireland, it gives us a greater belief that our plan can significantly contribute to help them establish themselves here. LEARNING REFLECTION: As aspiring Digital Marketing professionals, working on this assignment has been a wonderful learning opportunity. Frameworks like SWOT and RACE helped us understand the importance of market research and setting objectives. We’ve realised that we cannot just design campaigns without studying about the market, the position of the company, its competitors, opportunities etc. The marketing tactics or campaigns should be completely born out of the results we get from the this stage. The assignment also helped us familiarise with various tools, terminologies etc of SEM and SEO. We believe we can now successfully design an SEM campaign for any business and similarly, work successfully with webmasters of businesses to improve their SEO.
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 ZOMATO | CONCLUSION 40 Another significant learning has been about how to structure a marketing plan. Starting from a SWOT analysis to ending it with Measurement, the assignment has helped us understand how to structure a digital marketing plan for any business. As you can see from the above paragraphs, we’ve made significant learnings from working on this assignment and we thank you for giving us this opportunity. - Aditya Labhe and Ittira Joseph
  • 41. ZOMATO | REFERENCES 41 REFERENCES: • Aherne K, Marketing Manager Zomato 12th October 2015, On email. • Google AdWords | Google (PPC) Pay-Per-Click Online Advertising . [ONLINE] Available at: http://www.google.ie/adwords/ • Google Search Console. [ONLINE] Available at: https:// www.google.com/webmasters/tools. [Accessed 15th October 2015] • zomato.com - Domain Overview Report. [ONLINE] Available at:http://www.semrush.com/info/zomato.com?. [Accessed 12th October 2015]. • Similar Web. [ONLINE] Available at:http://www.similarweb.com/ website/zomato.com. [Accessed 12th October 2015]. • Free Keyword Density Analyzer Tool. [ONLINE] Available at: http:// tools.seobook.com/general/keyword-density/. [Accessed 18 October 2015]. • Screaming Frog SEO Spider Tool & Crawler Software | Screaming Frog. [ONLINE] Available at: http://www.screamingfrog.co.uk/seo- spider/. [Accessed 17th October 2015] • About Us | Yelp. [ONLINE] Available at:http://www.yelp.ie/about. [Accessed 11 October 2015] • Irelands Restaurant Reviews & Dining Guide. [ONLINE] Available at: http://www.menupages.ie/aboutus. [Accessed 11 October 2015] • Just-Eat.ie | About Us | Our history, vision and shareholder information. [ONLINE] Available at: https://www.just-eat.ie/about. [Accessed 11 October 2015]. • Google Trends. [ONLINE] Available at:https://www.google.ie/ trends/explore#q=food&geo=IE&cmpt=q&tz=Etc%2FGMT-1. [Accessed 16 October 2015]. • Digital Times. 2015. Online advertising in Ireland reaches €130m | Digital Times. [ONLINE] Available at:http://www.digitaltimes.ie/ online-advertising-in-ireland/. [Accessed 16 October 2015]