Case Study: NICHA’S COMIDA MEXICANA
Having just opened its third location in San Antonio not long prior to getting this project, Nicha’s Comida Mexicana, a local Mexican-Cuisine favorite amongst both locals and tourists alike, needed their website redesigned after years since they last had a major redesign overhaul. As popular and growing as the restaurant was, the primary goal and objective for the website’s redesign was to optimize its online presence and rank better on search engines. This case study examines the overall process in achieving these marketing goals.
It was odd that a large-scaled restaurant with multiple locations was not even ranking within the first 100 results (first ten pages) of Google. The issue at hand was an outdated website, not mobile-friendly or responsive, and did not have a targeted strategy with regard to copy-write in order to be indexed well on the search engines. The SEO did not exist, as there was no mention of “Mexican food,” “Tex-Mex,” “San Antonio Mexican Restaurant,” the keywords can go on and on.
The first phase in accomplishing their digital marketing goals was to begin planning and constructing the new website. Before, the website was all html coded – This time, it would be transferred to the WordPress CMS in order to have full control over the website’s customization and utilize SEO plugins.
The website itself is a completely custom WordPress website specifically designed to be a user-friendly UX by making it easy to contact any of the restaurant’s three locations as well as integrate the menus (Lunch, Dinner, and Happy Hour), into the website as a responsive menu.
Having a responsive menu on a restaurant’s website is critical now more than ever in digital marketing and website design. It is still a common aspect of a restaurant’s website to have their menu online as a downloadable PDF file rather than an actual integration on their website. Having an fully-integrated and responsive menu on the website helps get indexed on search engines – unlike a PDF downloadable menu that will not be indexed.
Ten days after launching the website, and submitting it to be crawled on the Search Console, there were already SEO-positive results. Many of the restaurant’s pages were ranking with the first few pages on Google. Being that there are over 2,000 (last I counted) Mexican restaurants alone in San Antonio, it is an incredibly competitive market. The highest ranking page was the Happy Hour Menu.
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