This document provides an overview and advice for SEO/SMM and PPC strategies for restauranteurs. It discusses optimizing websites for search engines, using images and keywords effectively on pages, engaging with customers on social media, responding to reviews, and writing compelling copy for paid search advertising. The presentation emphasizes building online communities, focusing content, using hashtags and conversations on social platforms, and measuring various digital marketing tactics.

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
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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?
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3. Your website is the Foundation for all
Search Engine Optimization
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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
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5. “What could be more important than
fantastic images of your delicious food?”
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6. If someone asked you about your restaurant –
would you just show them a picture of a steak?
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7. …or show them a photo of a woman
posing like a statue?
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8. …or maybe just some basic black stuff?
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9. …or make an artistic statement?
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10. Is a picture worth 1000 words???
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11. NO!! - Google Likes Actual Words!
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12. and Google Likes EACH Website Page
to be about ONE Thing!
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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
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15. A Meta Title Example
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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
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17. Social IS Your Community
Your online community
–first build, then listen A LOT
Noni Cavaliere, Community Manager,
DragonSearch - @MissVersatile,
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18. Social is NOT an ad platform
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19. Social is a conversation-online
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20. Search Loves Social
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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
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23. Got Social?
The Social Media Community:
• Facebook
• Twitter
• Yelp
• Google +
• Foursquare
• Pinterest
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24. People are looking for you
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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/
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26. Be Community
• Profile
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27. Be Community
• Community Page
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28. Be Community
• Group
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29. What’s for lunch?
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30. 3/25/2013 DRAGONSEARCH MARKETING I February 2013 30

31. Step back and listen
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32. Next steps:
• Start a Facebook profile
• Start a company page or group
• Claim URL
• Share Share Share Share
• Connect
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33. What the Twitter?
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34. Conversation NOT an Ad
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35. Think in Neighborhoods
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36. Power of the #
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37. Hashtag Communities
• Finding related topics to your community
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38. Twitter Chat
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39. Next Steps
• Twitter Account
• Search for a Twitter chats
– join the conversation
• Share your Name
• Talk to your community
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40. Reviews, Ratings & Talk About You
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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
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43. Start with
• Responding – HELPFULLY to reviews
the negative ones & positive ones
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44. People want to know you heard them
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45. What’s The End Objective
Show Me the Conversation!
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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
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47. Local PPC
Copywriting & Paid Search Advertising
Paolo Vidali
Sr. Digital Marketing Strategist, DragonSearch
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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
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49. Text ads in
search results
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50. Banner or image ads
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51. Social ads
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52. Why PPC
• Incredibly measurable
• Connect search phrases with great results
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53. Pay Per Click Ads
• Help you find new customers
• Leverage your other online efforts
• Is measurable in every way
• Can be acutely targeted
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54. PPC Options
• Facebook
• LinkedIn
• Google AdWords
• Bing & Yahoo Ads
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55. AdWords Express
• Promoted to Small Businesses
• Very “Easy to use”
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56. Spending Big $ Fast
• Managing Daily Budgets
• Monthly Budget
• A Little Bit Adds Up
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57. Targeting
You can target your customers
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58. Facebook Ads
• Find a lot of people very quickly
• Amplify your existing social media efforts
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59. Mobile Phones
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60. Restaurants & Mobile
More and more people turning to the web
Source: Google Mobile Search Moments Study
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61. Tablets
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62. Different Regions
• Radius
• City, State, Country
• Towns & Zip Codes
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63. Different Demographics
• Particularly in Facebook
• People with specific interests
• Genders
• Age groups
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64. How do you reach people?
You only have text on a
screen…
How can you write your
own ads?
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65. Great Copywriting Starts Here
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66. What is Compelling Copy?
• Jumps Out Instantly!
• Succinct.
• Engages you immediately
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67. Call to Action
Go Do This!
Fly a Kite!
Buy Now!
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68. But the entire world
• Is PLASTERED
• Here
• There
• Everywhere!
• Over Here!
• Me Me Me!
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69. Think of The Bachelor
You might be last in line
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70. Stand Out.
Your Unique Value Proposal
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71. So Get Ahead, Fast.
Here’s what you need to know
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72. 1. Get to the point.
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73. 2. You can be funny.
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74. 3. Use the thesaurus.
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75. 4. Get excited about it!
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76. 5. Never leave someone hanging…
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77. You Have Passion.
Great food uses lots of senses & synapses
Tactile
Smell
Taste
Sight
Temperature
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78. Homework
Write 3 paragraphs about
something you LOVE
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79. More Homework
Now write 3 about something
you’re just kinda sorta OK
with. Nothing too exciting.
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80. Read Them.
Side by side!
What’s the big difference?
A vs. B
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81. What’s the Diff?
• How did the endings differ?
• How did you feel at the end?
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82. The Challenge
Can you turn your blah story into a love story?
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83. You Need a Value Proposition
What do I have?
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84. What do people want?
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85. Do other people have that?
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86. How is mine better?
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87. Put ‘Em Together
• Passion + Value
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88. Your passion will show
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89. Wrap It Up
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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
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91. PPC
• Help you find new customers
• Leverage your other online marketing efforts
• Is measurable in every way
• Can be super targeted
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92. Thank You!
Social Marketology book
Available on Amazon!
http://drsr.ch/ginsbergs
Ralph@dragonsearch.net | Twitter: @ruaralph2
Noni@dragonsearch.net | Twitter: @MissVersatile
Paolo@dragonsearch.net | Twitter: @PaoloRobot
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