Case Study Condado Tacos
SEO Growth for Prospering Restaurant Concept
By establishing a strategic Restaurant SEO Hierarchy of Needs and leveraging data for continuous optimization, we created a powerful SEO+PR strategy that improved Condado's organic search by double digits in only a few months. We also established a bespoke go-to-market strategy that supports the fast-casual concept as it enters new markets across the country.
To improve Condado Tacos' SEO, we started with an SEO audit, followed by a strategy for increasing the organic search contribution to crucial revenue streams (catering, online orders, in-store orders, and carry-out). We then established an SEO hierarchical structure custom to Condado Tacos and maximized visibility across our efforts. For example, we grew traffic for core terms that balance volume and competition, like "tacos near me." We also used keyword conversion data from pay-per-click (PPC) to inform which keywords we should target for SEO based on what converts well or contributes to the most revenue for PPC. We even developed a model to help calculate the revenue return on non-brand SEO traffic growth using data from PPC conversion rates.
We then refined our strategy by market, focusing on foundational updates to grow all locations, plus an SEO plan for new vs. tenured locations. Different geographies require different SEO approaches because users search differently based on location, and new restaurants require additional SEO support vs. more tenured locations. As such, we developed a new restaurant opening ("NRO") timeline of SEO needs, starting with how far in advance of opening we needed to create a "coming soon" location page and a Google Business Profile.
Finally, we aimed to build and amplify Condado's online reputation and authority through Digital PR, which uses how people search for branded terms to influence online conversations. We also piggybacked on existing PR efforts by helping identify where, when, and what to pitch based on SEO data and competitive backlink auditing. Lastly, we collaborated and partnered with Yext to create new location pages that elevate the brand and improve SEO and conversion performance.