Zomato - SEO and Search Marketing

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

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

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 |

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

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

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

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

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

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

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

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

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

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

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

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
group City Centre:
Side Ad
Top Ad

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
group Indian:
Side Ad
Top Ad

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

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
group Takeaway:
Side Ad
Top & Bottom Ad

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

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

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

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
Family
kids party food 260
romantic restaurants dublin 210
family restaurants dublin 110
CAMPAIGN #4: SPECIAL PERSONA

CAMPAIGN #5: SPECIAL OFFERINGS
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
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”.

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

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.

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

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.

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

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
Anchor Text of
on-page content
2. CUISINE PAGE - INDIAN
Frequency:
69
59
50

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
IMAGE NAME : Indian-Restaurants-In-Dublin.jpg
IMAGE
FILTERS
IMAGE

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
Anchor Text of
on-page content
3. RESTAURANT PAGE - MCDONALDS
Frequency:
66
60
60

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
IMAGE NAME : McDonalds-In-Dublin.jpg
IMAGE
IMAGE
FILTERS

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:

ZOMATO.COM
FOOD LOCATIONS CUISINES
DEALS &
EVENTS
RECOMMENDED
FOR YOU
COLLECTIONS BLOGS
GIGS HAPPY HOURS SPORTS FESTIVALS
Below is the proposed sitemap:

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

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.

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

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]

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