Col'Cacchio Pizzeria - Case Study

Client Name: Website URL: Products: Goal: Services Offered:

Col'Cacchio Pizzeria http://www.colcacchio.co.za Italian restaurant chain Increase website's rankings & traffic Search Engine Optimisation

Campaign Introduction and Company Profile

Col'Cacchio is one of South Africa's most loved pizzerias and an extremely successful franchise business. With branches all over the country, they service a wide target market from Italian food lovers and potential franchisees to loyal Col'Cacchio patrons and chefs looking for the best Italian pizza recipes.

The Brief

Many good business deals are started on the golf course and this one isn't any different. One of R.O.I. Media's Directors, Adam Lotz, was playing golf with the Managing Director of Col'Cacchio when the conversation leaned towards 'how could SEO benefit a company like mine?'

Adam responded by saying that one would need to run keyword research on Col'Cacchio associated keywords such as ‘pizza restaurants’, ‘pizzerias’, ‘Italian restaurants’ and others through Google. If results showed a significant amount of people searching for these keywords each month in Google.co.za, then it would make sense to create a campaign for Col’Cacchio using them at the core. Essentially, the goal would be to ensure that when searchers type ‘pizza restaurant’ into Google and the Col’Cacchio website pops up within the top 10 results, they’ll click through to the website to find their nearest branch.

Once the research was shown to the Col'Cacchio team and they saw the evident potential value, we initiated the SEO Campaign. No prior SEO work had ever been done for Col'Cacchio - we optimised the entire website from scratch with the aim of achieving their target of prime search engine positions, an increase in online visibility and website traffic.

The Solution

Once the SEO setup phase was complete we initiated the SEO monthly management campaign. Here, we identified prime keyword target areas for the business and built website credibility and links to improve the positions of the targeted keywords. Monthly, we added keyword enriched content and consulted on enhanced structure and layout, ensuring all SEO compliant website elements were in place.

The goal of the campaign wasn’t just about having a strong presence on search engines but to grow the overall popularity of the Col’Cacchio brand. R.O.I Media consulted with Col’Cacchio to implement a social media strategy to ensure strong word of mouth in helping Col’Cacchio tap in to different markets. The growth of targeted traffic to the Col’ Cacchio website stimulated the growth of their Facebook fan page.

The Results

The Col’Cacchio campaign is a success story, with results showing an online share of prime positions for majority of their keywords. We achieved this through setting up the website with all SEO principles in place, then moving into a keyword targeted campaign that moved their Google position higher and increased relative traffic to the website.

Organic Rankings - Google.co.za (25-07-2011)

Visit www.colcacchio.co.za for more information.