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/