Marketing For Fast Food Company- an SEO Audit of two Brands.

Popeyes VS Burger King Comparing Fast food Brands

Written by: Abdullah Khan

SEO is an important consideration for marketers because in the fast food industry there are many similar fast food brands and by having good SEO they differentiate from one another and this is what helps them have a competitive advantage. When these two brands were compared, we realized all the metrics that went into the SEO’s.

looking over the metrics for Popeyes these were the findings. URL- https://popeyes.com Page Title- Bonafide Fried Chicken, Tenders, Biscuit, Seafood & more| Fried Chicken Restaurant | Popeyes Lousiana Kitchen.  Meta Description - Popeyes Louisiana Kitchen shows off its New Orleans heritage with authentic spicy & mild fried chicken, chicken tenders, seafood and signature sides like red beans and rice. Visit one of our many fried chicken restaurants today. Meta Keywords and monthly search volume: Cajun fried Chicken. When looking at the H1, H2, H3 and Strong Tags there was none found . Getting the readers invovled there was a couple Alt Text Popeyes • facebook logo • Open Popculture • Close Popculture • Bonifide Chicken • Signature Sides • seafood. checking the speed (Page Load Time) the site pulled in at 3.452 seconds. observing the site from a visual perspective it was very professional images. Layout is very clean and easy on the eye. No clutter so each photo is very impactful.  The site had a couple Anchor Text  Menu, Our Story and Promo aswell as Call-to-action "Like us on facebook" . Moz Established Links # Total Links  there are 56 links. The website was tested and confirmed to be mobile friendly. lastly when the keywords " cajun fried chicken " were searched Popeyes showed up on page 2.

Looking over the metrics for Burger King  these were the findings. URL - http://burgerking.ca/ when checking the page title it was limited to a simple title "Burger King" when searchng for the Meta Description it was not found as well as Meta Keywords and monthly search volume there was nothing found.  When looking at H1, H2 and H3 , H2 was found as 100% Beef. Freshly flame-grilled ince 1954. There was no Strong Tags or Alt text found. when comparing Load Times this site showed up as a little slower than Popeyes coming in at 3.607. when observing the visuals on the site it was Interactive ads on website engage audience.

looking into call-to-action there was links to follow their facebook accounts as well as for Anchored Text there was "food, offers, locator"   when checking Moz Established Links  there was 827 links and when the site was checked on mobile it was conifrmed to be mobile friendly lastly the SERP ranking results when keywords" spicy or orginal chicken sandwich" was searched Burger King was on page 1.

Google Trends Insights:

Fast food searches have been on the rise in the past twelve months. Comparing Popeyes and Burger King, Burger King has more search results.  Burger King shows more topic searches and that veggie burgers have been the most searched vs Popeyes who’s top searches show up as being mistaken for Popeyes the cartoon character and KFC.

Latent Semantic Indexing Keywords:

Popeyes- Louisiana chicken recipe /dry Cajun wing recipe/ best spicy fried chicken recipe/ best Cajun fried chicken

Burger King- burger king flame grilled chicken burger/ burger king flame grilled chicken facts/ burger king grilled chicken sandwich

Generate a list of LSI keywords from the LSIGraph Keyword Generator.  Search your sites and identify any LSI Keywords that you can find on either of your brands’ sites.  How many LSI keywords do your brands have on their home pages?  Target at least 3 per brand.

Summary:

Comparing these 2 fast food brands we have gotten detailed information about both companies SEO and metrics are involved in their success.  We saw the keywords they used, the web load time and much more and we found out that both brands have good SEO which is a big part of success. SEO is important because it helps differentiate from competitive brands.  So by following up with these successful brands we learn through their SEO styles and what they do to stay dominant.

Conclusion:

In the fast food industry, there are a lot of brands that have similar food and they are all trying to stay dominant in the market. One great way to ensure success is through utilizing SEO’s to their fullest potential. In my opinion, after comparing these two brands, Burger King utilizes their SEO’s better than Popeyes. I think this is because after taking a careful look at both companies’ metrics, Burger King’s metrics are of higher quality. For example, Burger king has higher external links.

APA Citations:

Google Trends - Web Search interest - Worldwide, 2004 - present. (n.d.). Retrieved May 23, 2016, from https://www.google.com/trends/explore#q=fast food, /m/03sqmf, /m/01601q

Open Site Explorer: Link Research & Backlink Checker | Moz. (n.d.). Retrieved May 23, 2016, from https://moz.com/researchtools/ose/links?site=http://burgerking.ca/

Bonafide Fried Chicken, Tenders, Biscuits, Seafood & more | Fried Chicken Restaurants | Popeyes Louisiana Kitchen. (n.d.). Retrieved May 23, 2016, from http://popeyeschicken.ca/

BURGER KING®. (n.d.). Retrieved May 23, 2016, from http://burgerking.ca/

SEO Audit – Taco Bell Vs. Wendy’s –Which appeals to you?

A comparison of Taco Bell and Wendy’s approach on SEO 

Written by: Stephanie Bagnell  

Introduction

To marketers SEO is very important because you want to be able to be easily found, especially before your competition. Using SEO can give your company an edge above the rest by showing up on the first page when consumers are searching terms related to your products/ service.  In this audit we compare Taco Bell and Wendy’s to see which company makes better use of SEO. In the fast food industry, it is important for companies to stand out amongst the rest because of the competitiveness in the industry. Appealing to your consumers and grabbing their interest and attention is important.

SEO Considerations	Wendy’s	Taco Bell
1.     URL:	https://www.wendys.com/en-ca	http://www.tacobell.ca/en
2.     Page Title	Wendy’s Quality Is Our Recipe	Taco Bell Canada | Live Mas
3.     Meta Description	Wendy’s is the real choice in fast food. We deliver quality fresh food with real ingredients that provide the best tasting fast food at wendys.com.	Welcome to the new Taco Bell Canada. Explore our menu and discover new products, find the closest Taco Bell location, view franchise information and more.
4.     Meta Keywords and Monthly search volume:	Not Found	Not Found
5.     Structural elements:  H1, H2, H3	H1 – Wendy’s H2 –Quality is our Recipe	H1 –TACO BELL CANADA | LIVE MAS H2 –New! Quesalupa . Crunchwrap Slider
6.     Strong tags	Not Found	Not Found
7.     Alt Text	Find Your Nearest Wendy's • Cheeseburgers • Chicken and Wraps • Fresh-Made Salads • Everyday Value Menu • Fries & Sides • Beverages • Wendy's Kids' Meal® • Frosty™ • Pair 2 at Wendy's • Meal Builder learn • Kids Meal • Spicy Chicken Sandwich • Power Mediterranean Chicken Salad • Find Your Nearest Wendy's • Chicken Strips Combo • Premium Lemonade • Baconator • Mobile App • Ghost Pepper Fries • Everyday Value Menu Favorites	Not Found
8.     Page Load Time	7.114 seconds	3.426 seconds
9.     Observations Regarding Page layout:	Easy to navigate, lots of links to different pages, easy to use on the computer as well as mobile phone	Straight forward, easy to use, organized, easy to use on mobile
10.  Observations Regarding Visual Content:	Very visually appealing, colorful, easy to read, simple, lots of graphics	Visually appealing, very simple and bold
11.  Call-to-action:	Find your nearest Wendy’s	New! Quesalupa
12.  Anchored Text: (list 3)	Wendy’s quality is our recipe, [no anchor text], dine	Taco bell, website, taco bell Canada
13.  Moz Established Links:  # to Root Domain	4 Root Domains	90 Root Domains
14.  Moz Established Links:  # Total Links	30 Total Links	281 Total Links
15.  Top 3 inbound links.	1.       (302 Redirect) [No Title] https://www.wendys.ca 2.       (302 Redirect) [No Title] www.wendys.ca/food/Menu 3.       (302 Redirect) [No Title]         www.wendys.ca/food/product	1.       Taco Bell Celebrates Fans North of the Border with Exclusive Canadian Creation   www.newswire.ca/news-releases/tacobell 2.       Canadian Freebies, Coupons, Deals, Bargains, Flyers, Contests Canada       Feeds2.feedburner.com/smartcanucks 3.       [No Title] www.bcchildrens.ca/health-info
4.     Mobile Friendly: Yes/No	Yes	Yes
5.     Content is “shareable” (Like, Tweet, Pin, Blog, etc.)	Like on Facebook, Tweet, Pin	Follow on social media links
6.     Social Media: (List all SM icons on the home page.	Youtube, Facebook, Twitter, Instagram	Twitter, Facebook, Instagram, Snapchat
7.     SERP ranking results when using keywords from this table: (placing or page number)	On the first page	On the first page

Google Trends Insights

The topic searched was fast food, and the two brands compared were Wendy’s and Taco Bell. In the past 12 months in Canada, the search term “fast food” was searched the most in Alberta, Saskatchewan and Ontario.  Throughout the year the frequency stays relatively the same, seeing slight changes. Around this time of year the search term sees a dip from June to July. Another decrease in frequency is from October until December. The peak in the search interest is at the end of March, exam season perhaps.

In relation to the search term, Wendy’s is more popular in Prince Edward Island and Nova Scotia. It is the least popular in Quebec. Taco Bell is the most frequently searched for in Ontario, Manitoba and Alberta. It is also less frequently searched for in Quebec.

Latent Semantic Indexing Keywords

The LSI keyword that was used by Wendy’s on their home page is “fast food”. Taco Bell did not use any of the LSI generated keywords on their website. The lack of LSI keyword use is surprises, as neither company show little to no use of these keywords.

Summary

Wendy’s strengths are its use of visuals, layout of website and title “quality is our recipe”.  Taco Bell’s strengths are its use of visuals like the colour and images chosen. Taco Bell chose images that appealed to customers with a home page that makes you crave their products.  The keyword sentence “Fast Food” is found on Wendy’s website, however, not found on Taco Bell.  Other observations made are that both companies don’t use keywords on their websites. The two sites are both mobile friendly and provide links to different, descriptive pages. Taco Bell has many more links and root domains than Wendy’s. Taco Bell also has a much faster page load time.

Conclusion

In the Fast Food industry, Taco Bell and Wendy’s both have interactive websites that appeal to consumers looking to grab a quick bite to eat. One of the most important thing to a consumer is location. When using some of the related search words like “fast food” google can rank your search results by closest in location to you. This could be great for companies that are close or have several locations. This also could be a disadvantage to restaurants that aren’t in a close proximity. This means that fast food companies must have strong SEO in order to appear to majority of consumers. They also have to have appealing websites that grab consumer’s interest and help the consumer decide of the place they chose. In my opinion the overall winner of this SEO Search analysis is Wendy’s.

APA Citations

Google. (May 2016). Google trends. [Fast food, Wendy’s, Taco Bell]. Retrieved from https://www.google.ca/trends/explore#q=fast%20food%2C%20%2Fm%2F086zn%2C%20%2Fm%2F09cg6%2C%20Fast%20food%20near%20me&geo=CA&date=today%2012-m&cmpt=q&tz=Etc%2FGMT%2B4

LSIGraph. (May 2016). LSIGraph keyword generator [Fast Food]. Retrieved from http://lsigraph.com/

SEOmoz Inc. (May 2016). MozBar. Retrieved from https://moz.com/tools/seo-toolbar

Taco Bell. (2016). Taco Bell Canada | Live Mas. Retrieved from http://www.tacobell.ca/en

Wendy’s. (2016). Quality Is Our Recipe. Retrieved from https://www.wendys.com/en-ca

SEO AUDIT - CHIPOTLE/ A&W

Chipotle & A&W

SEO Audit

By: Ryan Cone

Through the analysis of Chipotle and A&W SEO's, Chipotles page load time was significantly faster than A&W's as this is a huge factor when determining SEO. As well, Chipotle had a vast majority of keywords that helped make the search easier for the users. Below are screen captures of anchored texts:

  

Table Overview:

With both Chipotle and A&W both SEO's vary. With Chipotles use of colors, it catches the readers eyes as well as well the use of more keywords, indicates it has a slightly more used seo. Its page load time is faster than A&W and has a better social media presence than A&W. On the other hand, A&W has a very simple based layout but does not have any social media presence.

Google Trends:

Google Trends Insights:

For my google trends, I decided to look at Chipotle and A&W to see how they compared in the fast food industry. As far as results go, A&W seem to be a more visited fast food industry while Chipotle is just lower. Over the past 12 months, you can see that the fast industry continues to rise.

Latent Semantic Indexing Keywords:

Chipotle

·         chipotle menu

·         chipotle mexican grill order form

·         chipotle fax menu pdf

·         chipotle order menu

·         chipotle order form pdf

·         chipotle menu download

·         chipotle menu items

·         chipotle catering menu prices

·         what is making people sick at chipotle

·         chipotle file a complaint

·         chipotle contamination 2015

·         chipotle food poisoning 2015

·         chipotle illness outbreak

·         chipotle health issues

·         chipotle e coli states

·         chipotle e coli source

·         chipotle food poisoning 2015 california

·         chipotle order form download

·         chipotle catering menu download

·         free burrito from chipotle

·         all chipotle stores closing march 2016

·         chipotle printable coupons 2016

·         free chipotle printable coupons

·         free burrito at chipotle

·         ways to get free chipotle

A&W

·         a and w restaurant locations

·         a and w menu canada

·         a and w hours

·         a w shuck s

·         what does a&w mean

·         a w root beer menu

·         a and w coupons canada

·         a&w canada

·         a and w

·         kfc and a&w locations

·         a and w coupons 2015

·         a w root beer coupons

·         a&w coupons 2016

·         a and w locations

·         a and w root beer

·         a&w restaurant near me

·         a and w breakfast menu

·         a and w coupons

For both fast food companies, use of location, menu and coupons both play a factor in their LSI keywords findings.

Summary:

Chipotles strengths are its use of colors to catch the readers eyes as well as well the use of more keywords, indicates it has a slightly more used seo. A&W strengths are its layout and call to action and how it really stick out to incise the consumers they are trying to reach out to. The keyword sentences “Fast food” are found for both companies.  Other observations are that when searching for content using the keywords:  Fast food, Location etc, Chipotle ranked slightly lower as when searching for content using the keywords:  Fast food, Location etc, A&W is ranked slightly higher.  The two sites have the same concept in terms of layout and design in common but they are different in that the chipotle website as more appeal and with that appeal, attracts more consumers to continue to stay on the page.

Conclusion:

In the fast food industry, Chipotle and A&W have very similar SEO and website layouts. Using keyword sentences throughout their sites like Fast food, Location “In my opinion the overall winner of this SEO Search analysis is Chipotle Mexican Grill.

APA Citations:

A&W. (2015). Fast food. Retrieved from http://www.aw.ca/

Chipotle. (2016).Fast food. Retrieved from https://www.chipotle.com/

Google. (May 2016). Google trends. [Chipotle, A&W, fast Food]. Retrieved from https://www.google.ca/trends/explore#q=chipotle%20mexican%20grill%2C%20a%20and%20w%2C%20fast%20food

LSIGraph. (May 2016). LSIGraph keyword generator [Fast Food]. Retrieved from http://lsigraph.com/