Increased Traffic by 261% with ROI of 1,272%

Keyword: Restaurant Business Plan
Average monthly searches: 9,900
Competition: Medium
Cost to acquire a single click via online advertising: $8.62

Example scenario for keyword selection for Alsco Australia

The restaurant business plan keyword represents a real-world problem that new business owners face.

Writing a business plan from scratch can be a daunting prospect, so creating content with business plan ideas is helpful and informative for customers.

We already had several high quality competitors listed in the search engines for this keyword. They were selling a proforma business plan template with a specific structure suited to a restaurant.

Most of the competitors were selling a product.

We positioned our content piece to be free, linked to free resources and offering a free product trial.

Most competitors offered thin content. Competing articles were either a link to a paid template or were around 800 words in length with no additional materials included.

Our selection process also took common sense into account:

1. Choose high traffic keywords – represent problems consumers are facing and searching for in search engines (choosing a low competition keyword may seem to make the most sense but often doesn’t actually convert into real sales).
2. If a keyword isn’t highly competitive it means consumers aren’t searching for that particular problem/solution or online marketers aren’t making money from it.
3. The high bid price indicates that online marketers are prepared to pay more to acquire visitors from that keyword because they are more likely to convert into a sale. So, we settle on medium competition if it has a high/good bid price.

For our first step in content creation, we researched the market to find influential website owners and bloggers in the Australian Food & Beverage industry.

Finding people who are engaged in their community and who understand the power of content marketing helps us create a better end result.

We checked their suitability for outreach against a range of technical criteria – domain authority, activity levels, writing style, and engagement requirements – and if they were a good match we reached out to negotiate inclusion in the content piece.

Over a 2-month period we contacted 921 expert contributors and achieved a reply conversion rate of 21.61%.

Of those, 7.21% went on to agree to inclusion and free promotion in their own online channels.

To create a richer resource, making it more attractive to both customers and partners, we include a wide variety of search engine friendly media from quotes, testimonials, photos, videos, infographics, tweets, slideshare and more.

The variety of media types helps Google see a rich resource and presents the inclusions in a more interesting way than reading a giant slab of text.

This is the result: Restaurant Business Plan

Alsco’s restaurant business plan delivers a rich resource for both customers and partners.