Serving up Organic Results for Parogon Group

Parogon Group is a restaurant chain offering a premium dining experience to guests across Staffordshire, Cheshire and Shropshire.

The group had often found they relied heavily on people who already knew of Parogon and their venues. From an organic search perspective, this was evident as the vast majority of their keywords were branded, meaning they were not picking up new traffic from relevant generic keywords.

As the group looked to expand into new regions where they were less well known, it became more important that they ranked for generic keywords with a comprehensive SEO strategy.

54% of all traffic to Parogon websites comes from organic search.

Restaurant Near Me

With any restaurant, a thorough local SEO strategy is imperative.

While Parogon’s reputation locally was strong, it was still important to make sure they ranked well for local keywords to fully dominate the scene.

After all, it’s not just people from the local area who are searching for local keywords.

As part of the first few months of the retainer, we reviewed and optimised each venue’s Google Business Profile. This included updating opening times, checking contact details, adding relevant attributes and adding schema markup to the website to pull in additional information such as social media profiles. Additionally, we advised the client to stay on top of replying to reviews and answering questions.

We also wrote and input optimised metadata across all sites.

Finding the Special Ingredient

When it came to creating new content, the first step was to define each venue and its offering.

With a growing number of venues, we needed to highlight each venue’s features and what would be a ‘pull’ factor for a potential guest.

We scraped public data from sites like TripAdvisor to get a true feel of how diners see each venue. We removed common words like “food”, “service”, “good”, “lovely” etc. to help find what distinguishes the venue. Using this data, we presented word clouds to the client to visually pull out the most common themes in guest reviews.

From here, we were able to build out comprehensive keyword research pieces for each venue which would help underpin our content strategy.

À La Carte Content

To create new traffic streams, we created relevant content pieces targeting more generic keywords.

The SEO team worked with our in-house copywriter to create engaging and optimised pieces of content for the sites. In addition to content underpinned by keyword research, we also took onboard direction from the client to align pieces with their own internal focuses.

Depending on the topic, these pages could be a blog piece, a landing page or even a refresh of existing content of their site.

On a monthly basis, we were also keeping focus on addressing technical fixes and optimisations across the site.

After our optimisations Parogon’s websites ranked for 3,026 more keywords. A 151% increase.

Serving Up Organic Results

After just 6 months, we saw significant improvements across each of the websites.

The strategic focus on local SEO yielded particularly impressive results, especially for websites located in more populated areas. It became evident that businesses with a stronger local presence experienced more substantial improvements due to the targeted efforts in optimising their visibility within the local community.

Furthermore, the content pieces created during this period became instrumental in diversifying and expanding the sources of website traffic. These well-crafted pieces not only engaged the audience but also attracted new visitors, contributing significantly to the overall success of the digital strategy. In addition, the pieces helped Parogon to connect with their local communities as they shared news and events from the area.

The first half of the retainer period demonstrated the effectiveness of a comprehensive digital strategy that combined local SEO efforts with compelling content creation.

Harrison Carloss has now produced several stunning websites for the Parogon Group, delivered fantastic SEO results, and designed their intelligent menu system. Find out more about our work for Parogon and other projects by Harrison Carloss.